This market research report presents a detailed segmentation of the breakfast cereal market in the US by product (RTE/cold cereals and hot cereals) and by distribution (supermarkets and hypermarkets, independent retailers, specialist retailers, and convenience stores). Key findings also include an analysis of the leading vendors such as Kellogg, PepsiCo, Post Foods, General Mills, ConAgra, MOM Brands.
Technavio’s market research analysts estimate the breakfast cereal market in the US to grow at a CAGR of around 2% between 2015 and 2019, owing to the high household penetration of the breakfast cereals.
Although the ready-to-eat (RTE) cereal segment dominates this market, covering 85% of the total market share, it is expected to witness a decline during the forecast period because of its market saturation. However, the hot cereal market is envisaged to grow at a very fast pace, owing to various product improvements. Hot cereals have a high nutritional value like minerals and vitamins added to their products. For instance, PepsiCo’s Quaker launched Quaker Real Medleys, the third highest hot cereal of the company.
Supermarkets and hypermarkets are the largest revenue-generating distribution channels of this market. They account for around 88% of the total market share. Consumers prefer purchasing from Supermarkets and hypermarkets as they stock many brands in various SKUs.
“Health-consciousness American customers are showing increased inclination towards organic breakfast. Organic products are considered more nutritious and health-friendly. Considering this trend, several vendors are offering products with high proteins nutrients, gluten-free and high whole grain nutrients. For instance, General Mills have recently introduced organic cereals. Its cereal brand, Trix uses natural flavors such as fruit, vegetables, turmeric and annatto extracts in its products,” says Sriram Mohan, Lead Analyst, Food & Beverage, Technavio Research.
The major vendors in the US’ breakfast cereal market are Kellogg, PepsiCo, Post Foods, General Mills, ConAgra, MOM Brands. The vendors compete on the basis of product extensions, pricing strategy, inclusion of nutritive ingredients, product innovations and distribution strategy.
A more detailed analysis is available in the Technavio report, Breakfast Cereal Market in the US – Market Research Report 2015-2019.
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