Breakfast cereals are something of a staple food in North America, with 60% of households saying they are a regular part of their grocery basket. However, times have never been more challenging for these core products as competition for the breakfast dollar has intensified considerably over the past decade or so.

Americans desire food indulgence, and despite health concerns, some consumers don't mind if sugar is a part of indulgent consumption. Due to the impact of COVID-19, consumers stockpiled food, and many turned to familiar, comforting (and sugary) foods.