Cereal becomes popular snack food in U.S.
While it has long maintained a seat at the kitchen table, it seems cereal may be moving beyond breakfast and even beyond the bowl.
While it has long maintained a seat at the kitchen table, it seems cereal may be moving beyond breakfast and even beyond the bowl. New research from Mintel reveals that 43% of U.S. cereal consumers eat cereal as a snack at home, ranking as the second most common reason to consume cereal, aside from breakfast (89%). What’s more, 17% say they have cereal as a snack away from home and 10% enjoy cereal on the go.
Younger generations are leading the revolution when it comes to snacking on cereal. In fact, more than half (56%) of Millennials (aged 23–40) say they have eaten cereal as a snack at home, compared to just 32% of Baby Boomers (aged 53–71). Meanwhile, the iGeneration (aged 18–22) are the most likely cohort (21%) to enjoy cereal on the go.
It’s hard to deny cereal’s snackability, with 74% of cereal consumers agreeing that it is great for a snack. But gone are the days of bland, flavorless options as many view cereal as a way to indulge in a guilt-free treat (49%). And with just 14% of cereal consumers saying they buy single-serving varieties, packaging innovation may be a key opportunity as two in five (40%) agree that cereals should be more portable.
“While breakfast is the most common occasion for eating cereal and nearly universal across age groups, snacking on cereal may offer greater potential for reinvigorating category growth, especially among younger adults,” said John Owen, senior food and drink analyst at Mintel. “Considering how popular snacking is among Millennials, there could be an opportunity to increase snacking and on-the-go consumption of cereal among younger generations.”