Cereals and children: A study of their lifetime relation

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The purpose of this study is to analyze the evolution of the consumption of cereals, regarding brands and child-parental influence, from childhood into adolescence. We conducted in-depth interviews on a sample of 18 parents of children in one of three age groups: 3-6, 7-11 or 12-18 years old. Findings support children’s strong influence in the buying decision process. Parents play a key role by defining consumption patterns or selecting brands that the child is exposed at an early age, in order for them to define their preferences. Results suggest a division of opinions between parents categorizing cereals either as an obstacle or a contributing part of a balanced diet. Additional marketing practices can focus on higher parental involvement and a responsible communication towards children.