Exploring preferences beyond the (cereal) box: ready-to-eat breakfast cereal buying behaviors

Ready-to-eat breakfast cereals vary widely in terms of nutrition and price. The diversity in cereal offerings makes it ideal for the study of preferences for individual nutrients and the potential impact that providing nutritional information may have on consumer purchasing behavior. Using a survey of 1,265 Midwestern residents, a random parameters logit model was employed to estimate the willingness to pay for nutritional elements of ready-to-eat breakfast cereal. Household demographic data, including household food security status, were collected. Agricultural and food businesses may seek to provide product information, including nutritional information, to their customers. In addition, national and local policies may seek to empower consumers’ decision making through education. Nutritional information may not have the intended impact of influencing healthier choices. Responses from those shown educational material on nutrition were tested and found not different from respondents not shown the information.