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Across the world, there has been increasing societal awareness of the importance of a healthy diet, resulting in consumers preferring healthier food alternatives (Roberts, 2010). Breakfast cereals have been blamed for being a cause of obesity. NestlÃÂ© constantly prides itself on being socially responsible and offering a healthy diet to its consumers (Appendix). With a substantial share of NestlÃÂ© Singapore's profits coming from children's cereal market and recent uproar over unhealthy cereal, market share of NestlÃÂ© has shrunk considerably (GMID, 2013, Table.5).
This paper aims to assess new alternatives of sustainable growth to its current leading children's brands in view of market trends.
Consumers are becoming more conscious of the nutritional value of a product before buying them. As Roberts (2010) explains, cereals must be marketed effectively to children and their parents to ensure sustained growth, with nutriment as a crucial selling point. As obesity among children escalates, Collis (2013) acknowledges that there are "increasing parental concerns for a healthier start to their children's day". Parents play important roles in maintaining their children's diet. With an increasing appeal of "the benefits of a wholesome well-balanced diet" ("Grimmway Farms", 2012), they will substitute their children's food choices with healthier alternatives.
Furthermore, Roberts (2010) elaborates that "Pricewaterhouse Coopers has found that consumers will pay more for a...