In this online survey conducted suing the YouGov consumer insights panel, the primary aims of this study are to provide for the first time an estimate of consumer awareness regarding wholegrains; their definitions and knowledge of potential benefits in the Saudi Arabia adult population and the he estimated consumption amongst Saudi consumers.

Secondary Objectives are to assess the breakfast habit, oat consumption & health concerns amongst Saudi consumers; identify socio-demographic and consumer characteristics associated with breakfast consumption, the types of foods consumed at breakfast, and fill gaps in knowledge regarding breakfast eating habits, commonly consumed breakfast foods.

Inclusion Criteria:

• Participants in online panel survey
• Age between 18 and 40 years
• Current resident of urban Saudi Arabia in Jeddah, Riyadh, & Dammam

Exclusion Criteria:

N.A.

Three cities in Saudi Arabia, with representation across regions, gender, age group, and education status.