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August 16, 2021: 12:00 AM EST
The growth of non-cereal breakfast categories – frozen, refrigerated, bagels, pastry/doughnuts, etc. – is outpacing the growth of cereals. But a number of seemingly conflicting benefits – cost-effectiveness, functional health, better-for-you, clean label, indulgence, nostalgia – could fuel category growth during the coming year. Yes, consumers are more motivated to try a new cereal with claims of reduced sugar, added protein, added fiber, and nutrient-dense ingredients. However, industry watchers say there’s still room for some indulgence in the category – think Little Debbie Cosmic Brownies cereal, Post’s Dunkin-inspired cereals, General Mills’ Dunkaroos Cereal, and Kellogg’s Special K Dipped Chocolatey Almond. A key factor driving their success is familiarity of flavors that hark back to their childhood breakfast tables.
Barbara Sax , "How Can the Cereal Aisle Reclaim Breakfast?", Progressive Grocer, August 16, 2021, © EnsembleIQ
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