Written by Audrey Altmann
While US lockdown orders and coronavirus restrictions have created a boost in at-home food consumption across categories, breakfast products have experienced significant growth and development this past year. Consumers working from home and families with children attending school remotely have had more time in the mornings to prepare robust, nourishing breakfasts.
“With an increase in the number of in-home breakfast occasions comes a need for variety,” said Scott Marcoux, head of consumer and market intelligence at General Mills’ cereal division. “Breakfast categories have experienced strong growth over the last year and the growth has been widespread across categories.”
He shared that Cheerios has seen strong penetration gains with older households while Cinnamon Toast Crunch is growing with family households. The generation dubbed “young transitionals” has not previously purchased high amounts of cereal, according to Marcoux, but during the pandemic, working from home has caused this group to rediscover many of the brands from their childhood.
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