Breakfast Cereal in the United States - Only 52% of Respondents Cited Cereal as Their Top Breakfast Choice, Leaving the Breakfast Field Wide Open

DUBLIN, Ireland--()--Research and Markets ( has announced the addition of Breakfast Cereal in the United States to their offering.

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.

Content Outline:

Scope and Themes:

  • What you need to know
  • Definition
  • Resources used for consumer sections
  • Abbreviations and terms
  • Abbreviations
  • Terms

Market Drivers

The importance of breakfast and of breakfast styles

Dining out competition

Wheres the cereal on the menu?

Competition from other breakfast foods

Portability and convenience

Children and teens

Two battlegrounds: price and nutritional value

Market trends

Packaging trends

Market Segmentation

Advertising and Promotion

Advertising to children under scrutiny

Retail Distribution

The Consumer: Usage, Brand Preferences, and Purchase Venues


Future and Forecast

Future trends

Keeping the focus on breakfast

Is it possible to fight the competition from dining out?

Price mattersat the risk of brand loyalty

But nutrition matters, too

Appendix: Trade Associations

Companies Mentioned:

  • General Mills Kelloggs
  • Quaker Cap n Crunch
  • Quaker Life
  • Kashi Go Lean

For more information visit


Research and Markets
Laura Wood
Senior Manager
Fax: +353 1 4100 980


Research and Markets
Laura Wood
Senior Manager
Fax: +353 1 4100 980