Breakfast is Back
The most important meal of the day is finally getting the attention it deserves, with COVID lockdowns causing a rise in at-home breakfast consumption and a resurgence of cereal for breakfast. In the U.S., 38% of adults have been buying more cereal since the pandemic began.1 Post-pandemic, many consumers are likely to retain their new at-home breakfast routine due to factors ranging from affordability to enjoying quality time with their families.
Breakfast Cereals Have a Health Halo Globally
While taste is still #1 when it comes to breakfast cereal, health is becoming more important to consumers as the past year refocused their attention on staying well. In the UK, for example, 75% of cereal buyers consider taste to be a key consideration when purchasing cereal, but 57% point to healthfulness.2 Globally, 69% of consumers turn to breakfast cereals as one of the products to boost their health.3 Breakfast cereal is a product that can check all the boxes—delivering on taste, convenience, and health—all of which will remain important.