Executive Summary

Nov 2018
PROSPECTS
No longer just a breakfast food, as the tone shifts towards snacking

For years, the category of breakfast cereals has been registering significant declines. Large manufacturers have responded with a host of different strategies in order to reverse this trend, although positive results have remained elusive.

Hot cereals rises from the dead, providing momentum for future growth

Following many years of struggles, the performance of breakfast cereals was boosted by growth of hot cereals in 2018. As RTE cereals are becoming less of a breakfast item, consumers are instead looking to fill their breakfast needs with other items that offer three major attributes: health, satiety and convenience.

Nostalgic appeal paves the way

With the shift in marketing approach over the review period, breakfast cereal manufacturers either pursued health claims or promoted the guilt-free indulgence that breakfast cereals offer consumers. For those manufacturers opting to focus on indulgence, appealing to nostalgia has been an increasingly common and successful strategy.

COMPETITIVE LANDSCAPE
Innovation defines the strategy for large manufacturers

The leader within breakfast cereals in 2018, General Mills, has dedicated significant resources to maintaining the success of popular brands such as Cheerios and Cinnamon Toast Crunch. During 2018, the company focused on growing these core breakfast cereal brands, as well as other popular ones such as Trix and Lucky Charms, by increasing innovation with regard to these products to create novel tastes and textures.

Portable and customisable, oatmeal sees renewed innovation

Oatmeal proved popular towards the end of the review period, largely as a result of its health alignment and the customisation potential it offers through the addition of fruits and high-protein dairy products. Fulfilling and competitive from a health standpoint, this customisation also offers novelty and convenience that younger consumers are increasingly looking for.

Health and wellness set to continue leading growth in the coming years

Amidst growing consumer health-consciousness, organic and gluten-free cereals are consistently showing as top performers at the forefront of consumer demand. Towards the end of the review period, both categories showcased strong and consistent growth, led by unique and innovative brands that offer attractive products claiming natural and healthy components.

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Breakfast Cereals in the US

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Breakfast cereals in USA?
  • What are the major brands in USA?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in the US - Industry Overview

EXECUTIVE SUMMARY

Innovation emerges as key to growth in an increasingly competitive market
Revamping of traditional concepts of packaged food products
Mergers and acquisitions continue to provide opportunities for growth
Online grocery retailing slated for aggressive expansion
Further consolidation and innovation expected

FOODSERVICE

Sales to Foodservice
Plant-based alternatives sprouting up in foodservice outlets
Potential for future growth via foodservice investments
Retail-orientated manufacturers try their hand at foodservice
Consumer Foodservice
Restaurants within retail outlets offer continued upside
Fast food automation seen as opportunity to increase sales
Pop-up restaurants emerging in major cities

CATEGORY DATA

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources