Starting the day off right with both nutrition and convenience

Families count on cereal for convenient, affordable nutrition.

Quickly prepared or eaten on the go, cereal is a convenient breakfast option for today’s busy families that also provides important nutrients.

Studies have proven that eating breakfast is closely linked to healthy body weights, improved mental alertness and physical performance. Plus, people who skip breakfast don’t make up for the missed nutrients later in the day.

As families look to save money by eating more in-home meals, breakfast — particularly the ready-to-eat cereal category — has become a more popular and important option.

Ready-to-eat cereal, like Kellogg’s Apple Jacks, Corn Flakes and Rice Krispies, generates nearly 54% of sales of all breakfast foods and prompts more than 12 shopping trips per year, according to mid-year 2010 data from the Nielsen Homescan consumer facts panel. That’s more than twice as many as any other breakfast foods category.

In addition, more than 92% of households made at least one ready-to-eat cereal purchase during the 12 months ended June 2010, with the typical home spending $66.69.

Consumers also understand the value of eating healthy food, especially for breakfast.
For example:

  • Sales of items that include flax or hemp seed were up 49.6% for the 52 weeks ending Sept. 4, according to Nielsen;
  • Sales of foods making antioxidant claims were up 26.6%;
  • Sales of foods making fiber claims were up 5.3%; and
  • Sales of granola/natural cereals, like Kashi, were up more than 9%, with sales rapidly approaching $250 million for what was once a niche category largely for shoppers of the natural foods channel.

Cereal is also a great-tasting option that meets consumers’ taste and nutrition needs. Children and adults enjoy the variety, flavors and textures, as well as the convenience of ready-to-eat cereal. Plus, cereal with milk is also the leading source of 10 nutrients in the diets of U.S. children, including vitamins A, B6, B12 and D, riboflavin, thiamin, niacin, folate, iron and zinc.

Fiber, a much-needed nutrient that 90 percent of American adults and children aren’t getting enough of in their diets, also contributes to overall health. Recognizing the important role of fiber in digestive health, weight management, heart disease and diabetes, the majority of Kellogg cereals are at least a good source of fiber (3 grams), and more than half also include a half serving (8 grams) of whole grain. And, at just 50 cents a serving for cereal and milk, ready-to-eat cereal provides convenient, affordable nutrition to help millions of families around the globe start their days off right.

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