Kellogg's Special K brand profile U.S. 2024

In 2024, brand awareness of Kellogg's Special K was 85 percent among survey respondents. When asked how many U.S. consumers ate Special K in the past 12 months, approximately 16 percent of respondents stated that they had.

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Kellogg's Special K brand awareness, usage, popularity, loyalty, and buzz among breakfast cereal consumers in the United States in 2024

Characteristic	Share of respondents
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Number of respondents

3,742 respondents

Age group

18 to 64 years

Special properties

residential online population who have consumed breakfast cereals

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name?"
Brand popularity: "When it comes to breakfast cereal, which of the following brands do you like?"
Brand consumption: "When it comes to breakfast cereal, which of the following brands have you consumed in the past 12 months?"
Brand loyalty: "When it comes to breakfast cereal, which of the following brands are you likely to consume again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media, or in advertising in the past 3 months?"

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