Breakfast cereal is originated from the United States and was first introduced to Indonesian market in the early 90s. Following a decade long introduction to Indonesia the annual per capita consumption of the product still stood as one of the lowest in ASEAN countries. Culturally Indonesians prefer to eat rice for breakfast due to its filling nature and breakfast cereal is mostly consumed as

snacks.

The present study analyzed breakfast behavior and preference of Indonesian mothers with small children in an endeavor to seek communication alternatives to pursue mothers to shift breakfast cereal consumption from being snacks to healthy breakfast meal. In addition we study possible communications strategy to change behavior from eating heavy breakfast with low nutrition content to something nutritious and healthy. Methods of study used were both qualitative methods such as focus group discussion and quantitative methods with researcher filled questionnaires.

At the conclusion of the study we found the existence of a gap in what is perceived to be important attributes that must present in a breakfast compared to attributes ingrained in breakfast cereal. To address this we recommend communication strategies that create strong push about the importance of nutritious breakfast. We also found that morning is in general a very hectic time of day for mothers and therefore we recommend highlighting simplicity in preparation of breakfast with breakfast cereal in the communication. In the mean time, we recommend to communicate to consumers that breakfast cereal could be mixed with banana or other fruits and raisins if they need to have more satisfying effects especially in the transition period from heavy breakfast to healthy breakfast.

To execute the communication strategy we recommend possible activities such as publication of infoterial in magazine, talk show on nutrition presenting third party nutrition experts and "cooking" (preparation) demo, provide free sample at Senayan stadium on Sunday morning and introducing new tagline-breakfast, nutrition and cereal.







Research Location : PT Nestle Indonesia

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