Report: Cold And Hot Breakfast Cereals In The U.S.

Aug. 20, 2014

NEW YORK, Aug. 18, 2014 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

Cold and Hot Breakfast Cereals in the U.S.  

A perfect storm of cultural, culinary and demographic trends has led to a stubborn weakness in the breakfast cereal market. As all-day snacking replaces sit-down meals for on-the-go Americans, an increasing number of consumers treat breakfast as an on-the-run, away-from-home eating occasion rather than an at-home, sit-down meal. Many Americans are increasingly turning away from breakfast cereal and embracing alternatives such as cereal bars, bagels and yogurt. 

Yet, breakfast cereal marketers have begun to see glimmers of hope for their beleaguered category. Although U.S. retail sales of cold cereal were down in 2013, hot cereal registered a noticeable uptick in sales as major marketers of breakfast cereal intensified their efforts to return cereal to the breakfast table at home and to expand its presence at breakfast occasions away from home. Senior executives from major breakfast cereal marketers continue to express the firm conviction that they are on the right path to revive their cereal businesses. 

Cold and Hot Breakfast Cereals in the U.S. assesses the obstacles facing U.S. marketers of breakfast cereal and also identifies the opportunities still offered by American consumers. Although the connection between Americans and their breakfast cereals may be strained, Packaged Facts survey data highlighted in the report indicate that it remains unbroken. Three in four adults eat cold cereal and more than 60% eat hot cereal. Three in five cold cereal eaters and two in five hot cereal eaters consume cereal daily or a few times a week. Moreover, Americans eat still breakfast cereal morning noon, and night. More than 40% of cereal consumers eat it as an evening or late-night meal or snack. In fact, cold cereal plays a crucial role in the lives of snackers. Two in five cold cereal eaters consume cold cereal as a snack right out of the box, while 15% mix it with other ingredients to make their own customized snack mix. 

In short, this Packaged Facts report suggests that breakfast cereal still represents a handy, convenient and satisfying meal or snack for millions of adults and fits well into the eating habits of today's American consumer. It also demonstrates that the challenge for cereal marketers is not only to leverage the traditional bond with breakfast cereal but also to offer innovative products that suit the diverse tastes and eating habits of today's cereal consumers.