US Hot and Cold Cereal Market Report 2023

Stay ahead of the curve and future-proof your business with Mintel’s US Hot and Cold Cereal Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the US cereal industry including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

This Report Covers the Following Topics

• Trended types of cereal consumed.
• Usage occasions and associations with specific cereal types.
• Attitudes toward cereal.
• Indicators of healthier cereal.
• Interest in cereal packaging, formats, flavors and ingredients.

US Cereal Market Overview

The US cereal industry experienced double-digit growth in 2022, and Mintel forecasts this strong growth to continue in 2023. The cereal market has benefitted from customers seeking convenient and accessible solutions for eating at-home, and increased prices.

• Hot and cold cereal market size: The US cereal market is estimated to reach $13.57 million in 2023.

US Cereal Market – Current Trends and Opportunities

Cereal not just for breakfast

Throughout volatile times, the simplicity of hot and cold cereal has lent itself to a convenient food solution, and for 57% of consumers, a comfort food. Naturally, breakfast time is the most traditional for cereal, but expanding usage at other times of day is a continued opportunity. If brands can draw attention to the convenience, value and simplicity of cereal, then this could pave the way for it becoming a staple comfort food and an easy snack solution in the eyes of many consumers.

Innovation should be fun(ctional)

Innovation that presents consumers with an enhanced experience will resonate most and encourage them to try new products in the cereal market. In terms of function, 56% of consumers would be interested in trying products with resealable packaging in order to save food waste, and 41% of consumers would like to see more sustainable packaging. In the cereal category, there is space for indulgence and fun, cereal flavours that remind consumers of other experiences, either through a sense of nostalgia, or with dessert-inspired flavours, which would be popular with over a quarter of consumers.

Products and Brands Discussed in this Report

This report covers ready-to-eat cereal (e.g. corn flakes, shredded wheat) that is usually consumed dry or with dairy/non-dairy milk, and cereal that must be cooked before eating, including oatmeal, instant oatmeal, hot wheat, and other grain products. Brands discussed in this report include General Mills, Nature Valley, Kellogg’s, Post, Quaker, and more.

To learn how to connect with your audience, purchase our full US Hot and Cold Cereal Market Report 2023. Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Expert Analysis from a Specialist in the Food Industry

This report, written by Kelsey Olsen, a leading food and drink analyst, delivers in-depth commentary and analysis to highlight current trends in the US cereal market and add expert context to the numbers.

Convenience, comfort, and accessibility have helped cereal into bowls in the past year, despite inflations’ strong influence on price. Cereal’s future may look a little different, though, as younger generations show engagement with a wider range of non-traditional cereal occasions and innovative concepts that match them.

Kelsey Olsen
Food and Drink Analyst