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The aim of this research about cereal flakes category is to understand through the consumer characteristics, purchasing behaviour and perceptions about the product category, why some of consumers switch from Nestum to private label brands. Through focus group with the young consumers and questionnaires to their parents, it was found that household income and family size are not the features that impact on private label purchasing intention and the price is not the key buying decision factor. Additionally, young consumers do not see each brand as unique, but their parents notice Nestum as being the best brand. It was demonstrated that the main myths about private label brands consumption are not applied in this product category.