Hot and Cold Cereal - US - October 2018

Hot and Cold Cereal - US - October 2018

"The $10.4 billion cereal category continues to be plagued with struggles, largely an impact of falling cold cereal segment sales. Yet, the category still enjoys nearly universal participation, suggesting that any attrition is in consumption frequency or volume, not overall category participation. Frequency can be strengthened though, by accentuating the dichotomy and versatility of the category to demonstrate that a variety of cereals can be used across a number of occasions on a daily basis."

- Michael Averbook, Food & Drink Analyst

This Report looks at the following areas:

Hot cereal gains can’t offset cold struggles
Category penetration remains high while portions consumed drops
Everyday consumption is lacking
Consumers unreceptive to healthy initiatives
Young adults, parents are the means to occasion expansion
Diverse category offers something for everyone, every mood
Convenience of cereal outweighs any negatives for parents

TOC available on request

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