Togetherness Marks Revitalization of Breakfast Cereal

Cereal cropped

There’s no doubt that the global pandemic is disrupting 2020 food trend forecasts, from consumer demands to supermarket shortages, COVID has changed the way Americans are eating, down to every snap, crackle, and pop. 

However, even a pandemic has a positive effect on a few things, breakfast time being one. Adults are homeschooling and working from home more than ever in our lifetimes, and this means they’re starting their days in less of a rush, with more time devoted to breakfast. According to a new survey commissioned by General Mills Big G cereals, three-quarters of families with school-aged children say they’re able to spend more time together eating at the breakfast table, as reported by Food Navigator. This is quite a change from pre-pandemic numbers when 70% of parents said the biggest challenge in the mornings was having breakfast as a family. Only 48% said it was still a challenge.  

One steadfast staple of breakfast is cereal, and the General Mills survey said that 55% of the 1003 parents surveyed said cereal was their kids’ top breakfast choice. And, due to the restructuring of breakfast during the pandemic, more families are eating cereal, they report. 

General Mills’ Honey Nut Cheerios is one of the more popular breakfast cereals on the market, and not only is this cereal made with honey, but it contains 12 essential vitamins and minerals, which families cited in the survey said were lacking in their diets. It’s gluten-free and contains soluble fiber from whole grain oats. And, the friendly honeybee on the front appeals to anyone wanting to have a bee discussion over the breakfast table.

Photo Credit: General Mills

It comes as no surprise that the COVID crisis changed a multitude of 2020 predictions, and the breakfast cereal category is no different.’s “Global Breakfast Cereals Industry” report shows that breakfast cereals in the United States are estimated to reach $11.1 billion by the end of 2020, the largest market size in the world. Perhaps of note is the hot cereal segment, which was readjusted due to COVID. Initial findings were 2% CAGR ($32.7 billion) for the next seven years, but now the prediction shows a 4.6% growth, the largest in the breakfast cereals category. 

Why are Americans eating more cereal during the pandemic — with projections of even more in the future? Going back to the General Mills report, more than half of families who reported eating breakfast together said their children were more likely to have a well-rounded diet. Cereal not only tastes great, but it’s easy, convenient, and, if chosen wisely, can contain vitamins and minerals. Parents cited fiber and whole grains as nutrients their kids were lacking, a boost for cereal manufacturers that can provide these aspects in their ingredients. Luckily, not only do these made-with-honey breakfast cereals and granola contain fiber and whole grains, they also are sweetened with an all-natural ingredient sure to please both parents and children alike.

Photo Credit: Nature Valley

Got a craving for breakfast granola? Nature Valley launched Coconut & Almond earlier this year, marking a unique made-with-honey granola cluster with almond slices and toasted coconut shavings. Pour ice cold milk over it, and enjoy the crunch of 4 grams of dietary fiber and 6 grams of protein to start your day.

Fast Company describes Magic Spoon’s Honey Nut, which debuted this summer, as “an adult version of what you loved as a kid — without the sugar, carbs or guilt.” Honey Nut is gluten- and grain-free, and it contains 11 grams of protein per serving. There are no artificial colors or sweeteners in Honey Nut.

Photo Credit: Fast Company