In this article, we will be analyzing the cereal market and its major players in the US while covering the 18 most popular cereals in America. If you wish to skip our detailed analysis, you can move directly to the 5 Most Popular Cereals in America.
The Cereal Industry: An Analysis
According to a report by Grand View Research, the global cereal market was valued at $38.0 billion in 2022 and is expected to grow to $50.7 billion by 2030, at a compound annual growth rate of 3.7% , from 2022 to 2030.
Region wise, North America accounts for the highest market share in the global cereal industry. As of 2021, North America held 41% of the global cereal market value. The high demand in the region especially in the US is driven by large scale convenience stores and supermarkets in the country and also the presence of major players. By cereal type, the market is segmented into hot cereals and ready to eat cereals.
Cereal: The Most Important Meal of the Day
Cereal is a staple food that has emerged as an ‘any time of the day’ meal in America. As reported by National Cereal Day, the history of cereals in the country is old. Initially, cereals were in the form of bland granules of bran which were difficult to swallow. Cereal as granola was made by Dr. John Harvey Kellogg who aimed to focus on the digestive health of Americans. Corn flakes were shortly introduced by the Kellogg Brothers when they accidentally discovered that wheat could be replaced with corn to make crispier flakes. It was as late as 1939 that the first sweetened cereal was introduced. Soon, the Quaker Oats Company launched their puffed cereals followed by General Mills releasing its popular cereal, Cheerios. Organic and gluten-free products were marketed later as a health-conscious consumer base emerged. As of today, Americans celebrate National Cereal Day on March 7 and 49% of Americans start their day with cereal.
Major Players in the American Cereal Industry
The American cereal industry is currently dominated by WK Kellogg Co (NYSE:KLG), General Mills, Inc. (NYSE:GIS) and Post Cereals by Post Holdings, Inc. (NYSE:POST). Let’s take a look at what these companies have been up to.
Kellanova (NYSE:K) earlier known as the Kellogg Company, is an American multinational producer of food products such as cereals, toaster pastries, crackers, and fruit flavored snacks, and is responsible for the international cereal business. The best confectionery, cookie and snack stocks to buy can also be reviewed. On October 3, WK Kellogg Co (NYSE:KLG) reported its launch as an independent company operating the cereal business in North America, after splitting up from the Kellogg Company which rebranded itself as Kellanova (NYSE:K). Back in August, the company projected its outlook for the two splitting businesses. Net sales of approximately $2.7 billion were projected for WK Kellogg Co (NYSE:KLG) for the upcoming year, 2024. Kellanova (NYSE:K) was launched by the company with the goal of unlocking the existing potential in its snack business. Regarding this potential, here is what Steve Cahillane, Kellanova’s Chairman and CEO, had to say:
“We are starting from a position of strength that is rooted in a century-old legacy as we embark on a journey to achieve our vision of becoming the world’s best performing snacks-led powerhouse”
The snack portfolio of Kellanova (NYSE:K) comprises leading global snacks such as Pringles, Pop-Tarts, Kellogg’s Rice Krispies Treats, Incogmeato, Gardenburger, and Nutri-Grain. The word ‘Kellanova’ speaks of the company’s future ambition since ‘Kell’ represents the old heritage associated with Kellogg’s founder while ‘Nova’ suggests a new future that awaits the brand new global snacking division. Simultaneously, ‘WK Kellogg Co’ emerged from the founder’s name, W.K. Kellogg, whose signature was used as an inspiration for the brand’s new logo. The rigorous process of selecting names for the businesses was based on suggestions from nearly 1,000 employees. The rationale behind the move, as stated by the company, is a better operational focus and resource allocation in its new standalone units. Hence, the company believes that the two separate businesses have significant potential while being independent. Analysts also speculate that this strategic move would result in higher growth areas such as snacks, free from the burden of other business divisions.
Another renowned cereal manufacturer in America is General Mills, Inc. (NYSE:GIS). The company retails processed consumer foods across the globe. On August 23, the company reported that the Monsters Cereals have been relaunched for the Halloween season, featuring the new Carmella Creeper version. Count Chocula, Franken Berry, Boo Berry and Monster Mash Remix Cereal are other editions available in the market. The complete portfolio of Monsters Cereals is currently available across the United States at a price starting from $3.99.
Post Consumer Brands is a subsidiary of Post Holdings, Inc. (NYSE:POST) which manufactures and markets both branded and privately labeled cereal products. Following the American cultural tradition of celebrating Halloween, the company has placed a limited edition of its Halloween Fruity PEBBLES cereal. Post Consumer Brands reported that this edition comes in the form of purple and orange flakes thereby depicting the true Halloween spirit. Boxes of 10 ounces and 18.5 ounces are available for sale throughout the United States.
You can also go through the US states which pay the most in food stamps. Without further ado, let’s move to the most popular cereals in America.
18 Most Popular Cereals in America
Our Methodology
In order to compile a list of the 18 most popular cereal brands, we carried out a consensus approach. Using this approach, we sourced all popular cereals from Food & Wine, Food Manufacturing, USA by Numbers, and 2 Food Trippers. Moving on, we shortlisted the most popular cereals by using an average score. This average score was based on the sum of the respective ranks for a particular cereal divided by the number of times it was mentioned across all the sources. Once we had a list of the cereals that were more common across the sources, we found out the interest over time for each cereal. This was done using the Google Trends graph which shows the interest over time for a search term. A value of 100 on the graph represents peak popularity for a search term, whereas a value of 50 means that the search term is half as popular. Hence, we used the highest score on the interest graph as our upper bound and the lowest score as our lower bound. Since the upper bound for most cereals was 100, we used lower bounds to break the tie. Using this methodology, we covered the most popular American cereals which witnessed a high level of interest in the country. The interest level was seen over the previous 12 months for a comprehensive view of the US cereal market. Finally, we ranked the most popular cereals based on their respective upper and lower bounds over the last 12 months in the US.
18. Corn Flakes
Upper Bound: 100
Lower Bound: 24
The original Corn Flakes from Kellogg’s is one of the oldest cereals introduced in the US. The cereal is said to have no artificial taste or color and ranks as a popular cereal in America.
17. Fruity Pebbles
Upper Bound: 100
Lower Bound: 36
Fruity Pebbles is a popular American cereal that was introduced by Post Cereals. It comes in the form of sweetened rice flakes in different colors. It is highly sought after by American kids.
16. Rice Krispies
Upper Bound: 100
Lower Bound: 41
Rice Krispies is a puffed rice cereal with a crispy texture. The popping nature of the cereal makes it quite special among Americans. Hence, Rice Krispies is a popular cereal in America.
15. Frosted Mini Wheats
Upper Bound: 100
Lower Bound: 42
Frosted Mini Wheats are a popular delight for breakfast in the US. The cereal is also deemed healthy since it contains high fiber and low fat. It is manufactured by Kellogg’s.
14. Corn Pops
Upper Bound: 100
Lower Bound: 43
Corn Pops is a multi-grain cereal that is commonly consumed in America. The cereal is said to contain different vitamins and minerals. Corn Pops qualifies as a popular cereal in the country.
Investors who wish to learn more about the US cereal industry can look up WK Kellogg Co (NYSE:KLG), General Mills, Inc. (NYSE:GIS) and Post Consumer Brands by Post Holdings, Inc. (NYSE:POST).
13. Honeycomb
Upper Bound: 100
Lower Bound: 45
The honeycomb-shaped cereal by Post Cereals is a good source of whole grain. It has a sweet honey flavor and is one of the most popular cereals in America.
12. Kellogg’s Apple Jacks
Upper Bound: 100
Lower Bound:49
Kellogg’s Apple Jacks is a sweetened cereal with an apple and cinnamon flavor. This product of Kellogg’s is one of the most known cereals in America.
11. Life
Upper Bound: 100
Lower Bound: 51
Back in 1961, Quaker Oats introduced the Life cereal. The cereal comes in many different flavors but the original Life cereal is widely consumed across America. Hence, the Life cereal is a popular American cereal.
10. Honey Smacks
Upper Bound: 100
Lower Bound: 54
Honey Smacks is a Kellogg’s product that is sold in high volumes in America. The sweet honey taste makes the product one of the most popular cereals in the country.
9. Cap’n Crunch
Upper Bound: 100
Lower Bound: 55
The sweetened corn and oat cereal, Cap’n Crunch, is quite famous across the United States. Different flavors of the cereal such as crunch berries, blueberry pancake, cotton candy, and peanut butter crunch have been introduced.
WK Kellogg Co (NYSE:KLG), General Mills, Inc. (NYSE:GIS) and Post Consumer Brands by Post Holdings, Inc. (NYSE:POST) hold a strong position in the US cereal market.
8. Cookie Crisp
Upper Bound: 100
Lower Bound: 57
Cookie Crisp is a famous cereal product of General Mills. It is made from whole grains and a variety of vitamins. The cereal is shaped like chocolate chip cookies thereby attracting many children.
7. Trix
Upper Bound: 100
Lower Bound: 62
Trix comes in the form of fruit flavored corn pieces which were launched by General Mills in 1954. The fruity cereal ranks as one of the most popular cereals in America.
6. Special K
Upper Bound: 100
Lower Bound: 62
Special K is a popular cereal that is manufactured by Kellogg’s. Introduced first in 1955, the cereal comes in different flavors including original, protein, fruit, and yogurt. It is deemed as a healthy breakfast option.
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Disclosure: None. 18 Most Popular Cereals in America is originally published on Insider Monkey.
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