The potential for a health food product (muesli) in the breakfast cereal sector of the food market in South Africa

Abstract

Investigates the breakfast cereal market in South Africa and Muesli, a recognised health food, in particular. The factors influencing the demand for health foods are described as a background to present consumer eating habits and attitudes to health foods. A section on consumer behaviour provides the conceptual framework for understanding consumer attitudes, motives and other behavioural influences. A survey was undertaken to establish breakfast eating habits, brand preferences and the awareness and use of Muesli. It is attempted to arrive at a conclusion as to whether there is scope for the growth of Muesli as a popular breakfast cereal. It is concluded that there is a definite potential for Muesli to increase its share of the cereal market. In this regard, certain deficiencies in current marketing practice are underlined and a number of recommendations made which might improve consumer awareness of and interest in Muesli.