Stay ahead of the curve and secure future growth for your business with Mintel’s Cereal Market Report. The report provides a data-led understanding of the current hot and cold market and consumer, with opportunities in the industry for brands in the US.
Cereal is evolving beyond its traditional role as a breakfast staple, adapting to shifting consumer habits and perceptions. While it remains a go-to morning food, its appeal has broadened to include roles such as a convenient dinner option, a guilt-free indulgence, and a quick source of energy for those on the move. Brands can stand out by doubling down even more on convenience and offering unique flavors, as flavor is the top priority for consumers.
While it must remain true to its breakfast origins, meeting key breakfast needs like taste and satiation, it also has the potential to fulfill snacking requirements, such as convenience and indulgence, thereby appealing to consumers throughout the day. While innovative flavors and product types can be successful, simply reminding consumers of cereal’s inherent value as an uncomplicated breakfast option and encouraging its use in various contexts throughout the day could be a significant strategy to maintain consumer interest and engagement in the category.
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Ready-to-eat cold cereal is any cereal (eg corn flakes, shredded wheat, toasted oat cereal) that is usually consumed dry or with dairy/non-dairy milk.
Hot cereal is defined as cereal that must be cooked (on the stovetop or in the microwave oven) before eating, including oatmeal, instant oatmeal, hot wheat, and other grain products.
Cereal bars and other breakfast products, such as Kellogg’s Pop-Tarts, are excluded from the scope of this Report, but their importance to overall demand for breakfast cereal is discussed where appropriate.
Julia joined Mintel as a Food & Drink Analyst in 2023 after spending two years working in the Food & CPG industry. Prior to Mintel, she analyzed trends & insights in both the food distribution and market research space. She holds a BA in Food & Consumer Package Goods Marketing from Western Michigan University.
Cereal breaks free from the breakfast confines as evolving eating habits and perceived convenience push the category across traditional consumption occasions.
Julia Mills
Food & Drink Analyst
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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