Cold and Hot Breakfast cereals

The Lempert Report
August 01, 2014

Americans eat breakfast cereal morning, noon and night

There's nothing quite like a breakfast all day and more and more, diners are fast food joints are making it an option. For example,  Jack in the Box and iHop and even McDonald’s After Midnight menu last year flirted with the idea. Is it time for cereals to step into this realm?

According to IRi, a Chicago-based market research firm cold cereal - one of the keystone breakfast categories -  fell in dollar sales by 2.94% to $9.22 billion in the 52 weeks ended January 26, 2014 in supermarkets, drug stores, mass market retailers, military commissaries, and select club and dollar retail outlets.But a recent Packaged Facts report, Cold and Hot Breakfast Cereals in the U.S shows that, “three in four adults eat cold cereal and more than 60% eat hot cereal" Furthermore, "Americans eat breakfast cereal morning, noon and night. More than 40% of cereal consumers eat it as an evening or late-night meal or snack.  In fact, cold cereal plays a crucial role in the lives of snackers. Two in five cold cereal eaters consume cold cereal as a snack right out of the box, while 15% mix it with other ingredients to make their own customized snack mix.”

So, with this data in mind, cold cereal makers are waking up to the all-day opportunities, an awareness that comes just in time for brands and retailers to capitalize on the trend and match any competition from fast food joints. So what’s new?

Kellogg’s will bring out Froot Loops, Crave, Apple Jacks and Corn Pops in single-serve pouches this summer, at higher per-ounce prices to appeal to snackers any time.

Kellogg’s has placed nighttime imagery on some packets of Special K and Frosted Mini-Wheats, to suggest consumption at a late hour.

General Mills has introduced Cheerios Protein, with lentils as an ingredient, to help win back eaters of eggs and Greek yogurt.

Watch out fast feeders! Soon people might just be doing all day breakfast at home!