9 out of 10 consumers eat cereal for breakfast

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9 out of 10 consumers eat cereal for breakfast
  • A new study by market intelligence agency Mintel reveals that 43% of U.S. cereal consumers eat it as a snack at home. It’s the second most common reason to have cereal, aside from breakfast — a meal at which 89% of people say they eat it.
  • Mintel’s research also shows that millennials are more likely to have a bowl of cereal as a snack than other generations. In addition, what Mintel calls the "iGeneration," ages 18-22, is the most inclined to eat cereal on the go.
  • Regardless of age, taste beats out nutritional value as the most important factor for consumers with both hot and cold cereal.

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  • Michael Roberts