DESIGN AUDIT SERIES

CHAMPIONS OF CEREAL

DESIGN AUDIT SERIES

CHAMPIONS OF CEREAL

Package design is more important than ever for crowded categories such as cereal. Which UK cereals are winning the war at shelf—and what lessons can they teach us about creating powerful package designs? A new Nielsen study has the answers.

Package design is more important than ever for crowded categories such as cereal. Which UK cereals are winning the war at shelf—and what lessons can they teach us about creating powerful package designs? A new Nielsen study has the answers.

scroll
Over the past year, new products have accounted for 17% of sales volume for the cereal category—making it more important than ever to stand out from the crowd.
Source: Nielsen Scan Track, 52 week periods ending 2/13/16

Sales Volume

Sales Volume Chart

What's on the outside counts. Consumers say these aspects of packaging tend to make an impression on them. Click the dots on the package to find out what counts most.

Cereal Box

Health Ingredients - 56%

Logo / Brand Name - 34%

Image of the Product - 39%

Color Scheme of the Package - 33%

What's on the outside counts. Consumers say these aspects of packaging tend to make an impression on them. Touch the items on the left to find out what counts most.

Health Ingredients

59%

Logo / Brand Name

34%

Image of the Product

39%

Image of the Product

33%

Among tested packages, the most visible design was seen by nearly twice as many consumers as the least visible design. Which do you think stood out most to consumers within the first few seconds of looking?

Shreddies
Try Again

Organic Ingredients

Coco Pops
Try Again

Gluten-free

Rice Krispies
That's Right

Enriched with antioxidants

Corn Flakes
Try Again

No genetically modified ingredients (GMOs)

Standing out is just the first battle, though.
After that, consumers need to like a package design.

Click to reveal the most liked package designs

Weetabix

#1 most liked

Corn Flakes

#2 most liked

Frosties

#3 most liked

Standing out is just the first battle, though. After that, consumers need to like a package design.

Touch to reveal the most liked package designs

Weetabix

#1 most liked

Corn Flakes

#2 most liked

Frosties

#3 most liked

Some designs pack a lot of personality. Which design do you think seemed most nostalgic to consumers?
Corn Flakes
Thats Right!
Shreddies
Try Again
Corn Flakes
Try Again
Rice Krispies
Try Again
Frosties
Try Again
Cheerios
Try Again
Which design struck consumers as particularly tasty?
Crunchy Nut
Thats Right
Weetabix
Try Again
Rice Krispies
Try Again
Corn Flakes
Try Again
It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?
Cheerios
Thats Right
shreddies
Try Again
Cheerios
Thats Right

It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?

Cheerios
That's Right!
Shreddies
Try Again!
Weetabix
Try Again
Cereal Audit Report Cover
Want to learn more about current trends and best practices for creating package designs that win with consumers in the cereal aisle?