“Manufacturers should continue to develop products that meet consumer demand for wholesome and portable offerings in an effort to revitalize stagnant cereal sales. A new focus on adults, following decades of appealing to younger consumers, is now needed to revitalize the category.”
Download:
Search within report
Searching...
Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Scope and Themes
Executive Summary
Issues and Insights
Trend Applications
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Market Size and Forecast
Market Drivers
Competitive Context
Segment Performance
Segment Performance – Cold Cereal
Segment Performance – Hot Cereal
Retail Channels
Retail Channels – Natural Supermarkets
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Cereal Consumption by Type and Occasion
Purchase Habits and Preferences
Attitudes Toward Breakfast Cereals
Race and Hispanic Origin
CHAID analysis – Breakfast Cereal
IRI/Builders – Key Household Purchase Measures
IRI/Builders – Key Household Purchase Measures
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Leading Companies
Brand Share – Cold Cereal
Brand Share – Hot Cereal
Innovations and Innovators
Marketing Strategies
Social Media – Breakfast Cereal
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Market Drivers
Appendix – Social Media – Breakfast Cereal
Appendix – Other Useful Consumer Tables
Appendix – Information Resources Inc. Builders Panel Data Definitions
Appendix – Trade Associations
25th April 2014
“Cereal marketing campaigns, including the debut of retro cereal boxes from General Mills, are targeting adults in particular to boost sales in the stale cold cereal segment. Adults are a prime target for the category as nearly half (49%) eat cold cereal frequently.” 
20th November 2013
“Though cereal remains an American staple, attempts to increase sales in recent years have fallen flat. New campaigns focusing on expanding the frequency and occasions with which consumers eat cereal are aligning with perceptions that cereal is an anytime food.”
|
What can be done to revitalize the category?
