Which new breakfast products have the highest purchase intent scores?

By Elaine Watson contact

- Last updated on GMT

Which breakfast products have the highest purchase intent scores?

Related tags: Rolled oats, Wheat, Oat

New data from Instantly’s Product Watch tool - a "live, crowd-sourced insights engine" which gathers insights from an army of consumers via their mobile phones as they shop – reveals fairly low purchase intent scores on many of the recent launches in the breakfast category.

With the exception of Special K Chocolate Strawberry cereal bars, which garnered an 85% purchase intent score, and Quaker’s warm and crunchy granola and Steel Cut quick 3-minute oatmeal (scoring 56% and 52% respectively) most of the products in this category scored between 20% and 50%.

 Instantly​ has access to an army of more than 350,000 primary grocery shoppers across the United States and 55,000+ in the UK, who have downloaded its app to their smartphones and agreed to participate in real-time market research tasks when they go shopping in return for small instant cash incentives and gift cards.

When they spot a new product, they scan the barcode, upload photos of it on shelf (which show where it is positioned vs competitor products plus the price tag) and answer multiple choice questions such as: How likely are you to buy this product in the next 30 days based on the price it’s being sold for here? ​The app also asks consumers whether they regularly shop the category in question.

So what is a good score? Instantly chief marketing officer Andy Jolls told FoodNavigator-USA: “Some product categories demand an > 50% score to be a good score.  In others it might be 80%. Brand managers usually know what purchase intent top two box scores they need to get up their investment or consider their product to be a breakout winner.”

Purchase intent score of 50% or more:

  • Special K chocolate strawberry cereal bars: 85% 
  • Quaker warm and crunchy granola (3 flavors): 56% 
  • Quaker Steel Cut quick 3-minute oatmeal: 52% 
  • Jimmy Dean Delights English Muffins: 50%

Purchase intent score of 40-49%:

  • Eggo pancake bites (2 flavors): 49%
  • Quaker Real Medleys oatmeal: 48%
  • Quaker protein baked bars (2 flavors): 47%
  • Jimmy Dean English Muffins Canadian Bacon, Whole Cracked Egg & Cheese: 46%
  • Eggo breakfast sandwiches: 43%

Purchase intent score of 30-39%:​ 

  • Weight Watchers oat clusters with almonds (3 flavors): 39%
  • Quaker simply granola (2 flavors): 36%
  • Kashi crunchy granola & seed bars (3 flavors): 35%
  • Weight Watchers whole grain honey nut toasted oats: 34%
  • Nature’s Path Organic Sunrise gluten free cereal (3 flavors): 33%
  • Nature’s Path organic chia plus granola (2 flavors): 32%
  • Weight Watchers chocolate frosted shredded wheat: 32%
  • Nature’s Path Organic Envirokids chocolate choco chimps cereal: 30%
  • Weight Watchers frosted shredded wheat with protein: 30%

Purchase intent score of 20-29%:

  • Yoplait Go Gurt (6 flavors): 29%
  • Market Pantry cereal bars (4 flavors):22%  

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