Special K is a group of breakfast cereals and bars from Kellogg’s that is marketed toward health-conscious adults looking for a nutritious breakfast option. Special K has been successful in attracting this target market with its healthy image and variety of flavors and products.
Special K is made from grains such as toasted rice, wheat, and barley. These grains are milled into flakes and then baked to create the Special K cereal. Special K also offers a line of Special K bars that are made with oats, fruit, and chocolate.
Now let’s take a closer look at the Special K target market and review the various groups of people who like this breakfast cereal and understand why.
Who is the Special K Target Market?
One of the best ways to understand the target market for Special K is to understand the reasons why people who buy breakfast cereals prefer Special K over other types of breakfast cereals or bars.
Regardless of the brand they choose, if we can understand their need for Special K then we can divide this market into segments to study each segment on its own.
This gives us the following segments of the Special K target market:
- People who love the taste of Special K
- People who like cereals that are low-fat and low in sugar
- People looking for breakfast that is both nutritious and tasty
- People who are on a diet and are careful about what they eat
- Parents looking for a healthy breakfast option for their kids
- People looking for an inexpensive breakfast option
- People looking for breakfast food that is easy and convenient to prepare
Now let’s look closely at each of these segments of the Special K target market.
#1. People who love the taste of Special K
Taste is often the primary factor that people consider when choosing a breakfast cereal and the most likely segment of the Special K target market includes people who eat it for its taste.
Special K has a unique taste that is a combination of sweet and tart. Special K is also a cereal that has a crunchy texture which many people enjoy. And by following some of the recipes on the Special K website, people can modify the taste of the cereal to suit their likes.
People who buy Special K for its taste are likely to be repeat customers. They are also likely to be brand loyal and will usually purchase the same brand of Special K every time they go to the store.
#2. People who like cereals that are low in fat and low in sugar
One of the benefits of Special K is that it is a cereal that is low in fat and low in sugar. This makes it a good choice for people who are looking for a healthy breakfast cereal as long as they do not add extra sugar or sugar-rich ingredients to it.
People in this segment of the Special K target market are likely to be health-conscious and trying to lose weight. If they succeed in losing weight their loyalty to the brand – Special K – is likely to last.
These people are also likely to be price-sensitive and could switch to another cereal that helps them meet their dietary goals.
#3. People looking for breakfast that is both nutritious and tasty
There are people in the Special K target market who are looking for breakfast cereals that are both nutritious and tasty. Special K can be a great option for them as it is a cereal that is low in sugar and calories while also being sweet and crunchy.
These people are neither loyal to Special K nor to a particular brand. What they are looking for is a breakfast food that meets their needs in terms of nutrition and taste. And so, they are just as likely to have other types of breakfast foods that are nutritious and tasty like oatmeal or eggs.
What this means for marketers is that these people can be swayed to purchase other breakfast cereals or even another type of breakfast food if they feel that Special K is not meeting their needs.
#4. People who are on a diet and are careful about what they eat
As we’ve already seen, Special K is a cereal that is low in calories and fat. This makes it a good choice for people who are on a diet or who are trying to lose weight.
In general, people who are interested in health and wellness are also interested in healthy breakfast options like Special K. They are likely to purchase the cereal because they perceive it to be a healthy food choice.
People in this segment of the Special K target market are often willing to spend more on a cereal that they feel is good for their health. They are also likely to be brand loyal if their experience shows eating Special K for breakfast helps them in their quest for losing weight and getting healthy.
But these people may opt for alternatives to the Special K cereal bars like choosing a healthy carob bar or a protein bar.
#5. Parents looking for a healthy breakfast option for their kids
Parents are always looking for healthy breakfast options for their kids and Special K is a cereal that fits the bill. Special K is low in sugar and fat but can be made to change the taste by adding other ingredients to it.
So, if children do not like the taste of Special K, it is easy enough for parents to add some fruit, honey, or other ingredients to make it more palatable. Special K also has cereal bars that are portable, which is a plus for busy families.
So Special K is a much better option for parents than alternative snacks like a chocolate bar.
#6. People looking for an inexpensive breakfast option
When it comes to Special K, one of the things that people like is that it is an inexpensive breakfast option. Special K, and cereals in general, are often very affordable which makes them a great choice for people who are on a budget.
Just add milk and Special K can provide a filling and satisfying breakfast that virtually costs nothing. This is why most grocery stores from Whole Foods to Aldi and from Sprouts to Lidl offer Special K or a similar type of cereal.
But Special K is not the only affordable breakfast option. There are many other cereals and breakfast foods that are also very inexpensive. So Special K needs to find a way to stand out in the minds of people who are looking for an affordable breakfast option.
#7. People looking for breakfast food that is easy and convenient to prepare
People who are in a hurry in the morning or who do not have a lot of time to prepare breakfast often turn to Special K as a quick and easy option. Special K does not require any cooking and it can be eaten cold or hot.
Just add milk and Special K is a breakfast that is ready to eat. Special K is also a cereal that can easily be taken on the go, which makes it a great option for people in a rush.
Some people even keep a box of Special K at work so that they can fix themselves a quick breakfast while in the office just in case they did not have time to eat at home before leaving.
The Special K target market includes, first and foremost, people who simply love the taste of Special K. These people are easiest to convince to buy a box of Special K cereal, however, they tend to be brand loyal, and getting them to switch isn’t easy.
People who like cereals that are low in fat and low in sugar are also likely to choose Special K just as those looking for breakfast that is both nutritious and tasty.
People who are on a diet and are careful about what they eat often choose cereals that are low in calories making Special K a natural choice.
Parents looking for a healthy breakfast option for their kids are also a Special K target market as are those looking for an inexpensive breakfast option.
Finally, one of the benefits of eating cereal for breakfast is its convenience and so people looking for breakfast food that is easy and convenient to prepare are also likely to buy Special K if they like its taste.