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Moms play a pivotal role in household purchasing decisions - 87% of moms report that they are the primary grocery shopper in their home, making their shopping habits and preferences vital data for CPG and food/beverage brands. We surveyed over 500 moms from across the U.S. to learn more about how they are grocery shopping today.

We did a deep dive into the cereal category as 85% of surveyed moms said they purchase cereal for their household at least once a month. We asked moms what brands they were aware of, what brands they are purchasing, and what claims made them most interested in purchasing.

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