From the breakfast table to snacking staple: 43% of US cereal consumers eat cereal as a snack at home
While it has long maintained a seat at the kitchen table, it seems cereal may be moving beyond breakfast and even beyond the bowl. New research from Mintel reveals that more than two in five (43%) US cereal consumers eat cereal as a snack at home*, ranking as the second most common reason to consume cereal, aside from breakfast (89%). What’s more, almost one in five (17%) say they have cereal as a snack away from home and 10% enjoy cereal on the go.
Younger generations are leading the revolution when it comes to snacking on cereal. In fact, more than half (56%) of Millennials (aged 23-40) say they have eaten cereal as a snack at home, compared to just 32% of Baby Boomers (aged 53-71). Meanwhile, the iGeneration (aged 18-22**) are the most likely cohort (21%) to enjoy cereal on the go.