Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Hot and Cold Cereal market, its consumers and the major players who make up that market.
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios
What are the different segments within the market and how are those individual segments performing?
What are consumers looking for, what drives their buying habits and what are their main purchase influencers?
From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?
We gather our data from real-world consumers, selected to accurately reflect precise global demographics
What are the key players doing, what has been successful for them and what was their marketing spend?
Using data from our Global New Product Database, what products were launched and how well were they perceived?
What happens next, which areas are likely to experience growth and what opportunities exist within the market?
Expert analysis from a specialist in the field
Written by John Owen, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
As more consumers prioritize quick, healthy, portable breakfast foods that keep them full and energized, the cereal category continues to decline. Still, cereal remains a huge category with near-universal penetration. The key to reinvigorating the cereal category may lie less in trying to fix its inherent shortcomings than leveraging its strongest asset: great taste.
Senior Food & Drink Analyst
Mintel has the answers you’re looking for
What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
This report discusses the following key topics:
This Report builds on the analysis presented in Mintel’s Hot and
Cold Breakfast Cereal – US, August 2015 and August 2014,
Breakfast Cereals – US, August 2013, as well as the February
2012, September 2009, and older Reports of the same title.
For the purposes of this Report, Mintel has used the following
- Ready-to-eat cold cereal is any cereal (eg corn flakes, shredded
wheat, toasted oat cereal) that is usually consumed dry or with
- 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