Breakfast Cereals - US - August 2013
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“Manufacturers should continue to develop products that meet consumer demand for wholesome and portable offerings in an effort to revitalize stagnant cereal sales. A new focus on adults, following decades of appealing to younger consumers, is now needed to revitalize the category.”
– Amanda Topper, Food Analyst
Some questions answered in this report include:
The breakfast cereal category is highly-saturated with a cold cereal household penetration rate of 91.6% and a hot cereal household penetration rate of 61.8%, according to IRI Builders Panel data. Cold cereal sales have remained virtually flat during the past several years, with a 1% decline from 2011-13 to reach $10.1 billion.
The hot cereal segment has proven to be the category’s true area of growth, showing a 7% sales increase from 2011-13. After inflation, however, the category experienced actual declines of 7%, bringing sales to $11.5 billion. Manufacturers are rapidly innovating to meet changing cereal eating occasions that are moving away from the breakfast table and toward on-the-go consumption.
Consumer interest in better-for-you foods is extremely relevant to the category. Product innovation is being driven by a demand for high-protein, high-fiber and low-sugar options. To keep the category moving forward, adults are increasingly being targeted.
Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:
The attitudes and behaviors of breakfast cereal consumers, including purchase decision criteria, brand preference factors, flavor preferences, and more
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.