Category focus

Hot cereals 2015: top 10 best-selling US hot breakfast cereal brands

By Vince Bamford

- Last updated on GMT

Volumes sales of hot cereals category are flat year on year. Photo: iStock - Vladislav Nosick
Volumes sales of hot cereals category are flat year on year. Photo: iStock - Vladislav Nosick

Related tags Quaker oats company Porridge Oat Wheat

For a market focused on heat, the performance of the US hot cereals category is looking a little cool.

Unit sales were virtually flat in 2015, according to IRI data, while price increases have pushed up the value of the category less than 1% in the past year.

The weak performance is largely down to decline in private-label products, which account for more than a fifth of the market and fell by around $15m overall across the year.

In contrast, sales of category giant Quaker Oats Company grew 3.7% - or $28m overall – in 2015, driven by a strong performance from the core Quaker oatmeal range that accounts for just shy of half the hot cereals market.

Second-placed brand Cream of Wheat - which owner B&G Foods recently extended with 'To-Go' instant pots - dipped by value and unit sales in 2015.

Quaker Protein - close to $20m

Quaker sub-brands have fared less well than the core range, with most in decline according to IRI data. The exception was the on-trend Quaker Protein instant oatmeal that was launched in November 2014 and raked in almost $20m in its first full year on shelf.

IRI analysts flagged up the launch as a good example of a product tapping demand for both portability and satiation.

Quaker owner PepsiCo has embraced another major food trend this year with the national roll-out of gluten-free Quaker oats following a launch in selected stores late in 2015.

Looking ahead, IRI is expecting further development of products that can bring a clear benefit to consumers, such as high protein content, ingredients such as whole grains, and indulgence.

Top 10 US hot cereal brands - year-on-year performance

Source: IRI 52w/e 27 December 2015 (Supermarkets, drugstores, mass-market retailers, gas/c-stores, military commissaries and select club and dollar retail chains)Note: data can be re-ordered by clicking on column heading

Related news

Show more

Related products

show more

Palate Predictions: Top Flavor Trends for 2024

Palate Predictions: Top Flavor Trends for 2024

Content provided by T. Hasegawa USA | 08-Jan-2024 | Application Note

As consumers seek increased value and experience from food and beverages, the industry relies on research to predict category trends. Studying trends that...

Oat Groats – Heat-treated Oat Kernels

Oat Groats – Heat-treated Oat Kernels

Content provided by Lantmännen Biorefineries AB | 06-Dec-2023 | Product Brochure

Lantmännen offers now Oat Groats: Heat-treated oat kernels, also known as oat groats or kilned oats, undergo heat treatment to inhibit enzymes that could...

Tomorrow’s bakery shortenings. Today.

Tomorrow’s bakery shortenings. Today.

Content provided by Cargill Oils | 31-Aug-2023 | White Paper

“The Next Generation of Bakery Shortenings” addresses the challenges of today’s functional issues and consumer taste preferences. To say bakery fats are...

Related suppliers

Follow us

Products

View more

Webinars