Abstract
This report clearly identifies the principal factors driving or curtailing growth in the U.S. breakfast cereal market. Six years of specific sales data give you a factual and impartial presentation of the market as a whole, including performance of individual sectors in the market.
Exclusive consumer research shows the attitudes, needs and behavior of breakfast cereal consumers, with results analyzed by demographic characteristics. Details on the major companies and brands update you on competitor products and strategies, while a five-year forecast of breakfast cereal sales reveals potential opportunities for growth and product development.
Insights include:
- Cereal manufacturers are in a difficult position in growing a “commodity-based” industry, with almost complete household penetration and a strong position as a breakfast-only product.
- Only 52% of respondents cited cereal as their top breakfast choice, leaving the breakfast field wide open.
- Away-from-home breakfasts through quick-service restaurants and coffee shops, and even through sit-down white-tablecloth establishments, are making it difficult for cereal to stand out and gain share.
- Price and nutritional value are top issues in this segment. Self-imposed reformulation of kids' cereals and advertising have started to change the playing field, but cereals with less sugar or sugar substitutes have met with only mixed acceptance.
- Pullbacks on advertising to kids are challenged by the fact that kids are precocious television viewers who watch programming (and advertising) beyond the Saturday morning “no ad zone.”
- Cereal is therefore faced with a number of challenges beyond the fact that many consumers are simply “bored” with the segment.
This report covers the U.S. market for breakfast cereal, including cold ready-to-eat cereal and hot cereal for in-home consumption.
This report contains US IRI InfoScan data.
View Cart
