Breakfast Cereal Market in the US - Market Research Report 2015-2019

  • Published: Oct 2015
  • Pages: 85
  • SKU: IRTNTR7277

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Market outlook of the breakfast cereal market in the US

Technavio’s market research analyst predicts the breakfast cereal market in the US to reach a revenue of USD 11 billion during the forecast period. The high household penetration of the breakfast cereals is the key growth driver for this market. Breakfast cereals are regarded as a convenient and handy snack that can be consumed any time of the day. For instance, based on a survey conducted by Packaged Facts, every three out of four people consume RTE/cold cereals, and more than 50% consume hot cereals.

However, the existence of other breakfast alternatives such as yogurt, sandwiches, fruits, bagels, and snack bars is expected to pose a challenge to the growth of breakfast cereals in the US. Snack bars are trending in the market due to their convenience and perceived nutritional value; yogurts are also a major preference  due to its protein content and low fat alternatives. The growth of these two segments has been negatively impacting the demand for breakfast cereals.

Product segmentation and analysis of the breakfast cereal market in the US

  • Ready to eat (RTE)/Cold cereals
  • Hot cereals

The RTE cereal segment accounted for the largest market share during 2014. However, this research report predicts the segment to witness a decline in its market share by the end of the forecast period. The market saturation in the US is the primary reason for the decline in shares of the RTE segment.

Segmentation by distribution and analysis of the breakfast cereal market in the US

  • Supermarkets and hypermarkets
  • Independent retailers
  • Specialist retailers
  • Convenience stores

The supermarket and hypermarket segment accounted for nearly 88% of the market share during 2014. Consumers prefer purchasing from supermarkets or hypermarkets as they stock a variety of brands in various SKUs.

Competitive landscape and key vendors

The introduction of new product lines such as organic and natural cereals, sugar-free cereals is expected to intensify the competition in the US market during the forecast period. The vendors compete on the basis of product extensions, pricing strategy, inclusion of nutritive ingredients, product innovations and distribution strategy.

The top vendors in the market are –

  • Kellogg
  • PepsiCo
  • Post Foods
  • General Mills
  • ConAgra
  • MOM Brands

Other providers in the market include Abbott Nutrition, Arrowhead Mills, Back to Nature, Bob's Red Mill, Food For Life, McKee Foods, U.S. Mills, Udi's Handcrafted Foods, Weetabix, and Weight Watchers.

Key questions answered in the report include

  • What will the market size and the growth rate be in 2019?
  • What are the key factors driving the breakfast cereal market in the US?
  • What are the key market trends impacting the growth of the breakfast cereal market in the US?
  • What are the challenges to market growth?
  • Who are the key vendors in the breakfast cereal market in the US?
  • What are the market opportunities and threats faced by the vendors in breakfast cereal market in the US?
  • What are the key outcomes of the five forces analysis of the breakfast cereal market in the US?

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PART 01: Executive summary

  • Key insights

PART 02: Scope of the report

  • Market overview
  • Top vendor offerings

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: Introduction

  • Key market highlights

PART 05: Market landscape

  • Market overview
  • Market size and forecast
  • Market size and forecast
  • Five forces analysis

PART 06: Market segmentation  by product

  • RTE breakfast cereals in US market size and forecast
  • Hot breakfast cereals in US market size and forecast

PART 07: Market segmentation by distribution channel
PART 08: Market drivers
PART 09: Impact of drivers
PART 10: Market challenges
PART 11: Impact of drivers and challenges
PART 12: Market trends

PART 13: Vendor landscape

  • Competitive scenario
  • Market share analysis 2014
  • Other prominent vendors

PART 14: Key vendor analysis

  • General Mills
  • Kellogg's Company
  • MOM Brands
  • PepsiCo

PART 15: Appendix

  • List of abbreviations

PART 16: Explore Technavio


Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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