1-60 years old

Gender neutral

Single people, young married couples, older married couples with children, youngest child under and over six

Considering regional preferences and tastes, cereal companies can tailor their product offerings to specific regions within Australia. For example, certain flavors or types of cereals may be more popular in certain states or cities.

Customers who have a low social and environmental impact living, are driven towards breakfast cereals that are made ethically. This means that they look for recyclable boxes or biodegradable plastic.

Lifestyle and Health Consciousness: Some consumers are highly health-conscious and prefer cereals with organic, whole grain, or low-sugar options. Others may be more focused on convenience or taste preferences.

Dietary Preferences: Segmentation can be done based on dietary preferences such as vegetarian, vegan, gluten-free, or lactose-free. Providing options that cater to specific dietary requirements can attract consumers with these preferences.

Occasions and Usage: Segmentation can be based on consumption occasions, such as breakfast at home, on-the-go breakfast, or snacking. Cereals positioned for specific usage occasions can target consumers seeking convenience or quick meals.

Price Sensitivity: Some consumers may be more price-sensitive and seek value-for-money options, while others may be willing to pay a premium for premium quality or organic cereals. Segmenting based on price sensitivity can help in designing appropriate pricing strategies. However, health conscious customers are willing to pay extra for a healthier option.

Consumers who are loyal to specific cereal brands can be targeted with tailored marketing strategies and promotions to maintain their loyalty and encourage repeat purchases.

Many breakfast cereal consumers stick to cereals that they have bought for many years, as they have trust in the brands name.