Hot and Cold Cereal - US - October 2018
"The $10.4 billion cereal category continues to be plagued with struggles, largely an impact of falling cold cereal segment sales. Yet, the category still enjoys nearly universal participation, suggesting that any attrition is in consumption frequency or volume, not overall category participation. Frequency can be strengthened though, by accentuating the dichotomy and versatility of the category to demonstrate that a variety of cereals can be used across a number of occasions on a daily basis."
- Michael Averbook, Food & Drink Analyst
This Report looks at the following areas:
- Hot cereal gains can’t offset cold struggles
- Category penetration remains high while portions consumed drops
- Everyday consumption is lacking
- Consumers unreceptive to healthy initiatives
- Young adults, parents are the means to occasion expansion
- Diverse category offers something for everyone, every mood
- Convenience of cereal outweighs any negatives for parents
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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