This statistic shows the share of consumers who regularly skipped breakfast, during the week and on weekends, in the United States in 2015 and 2017. In 2017, consumers were skipping breakfast more frequently than in 2015, with ** percent of respondents skipping breakfast at least once during a typical week, up from ** percent in 2015.

In 2022, approximately ** percent of respondents out of the Generation X in the United States stated that they do not eat breakfast. This was the highest share among all generational cohorts. Among the Millennials, the share of respondents who said that they do not eat breakfast was about ** percent.

In 2022, nearly ** percent of survey respondents in the United States stated that they eat breakfast daily. Approximately ** percent of respondents stated that they eat breakfast a few times a month.

The most expensive type of breakfast food in the United States is the frozen handheld breakfast item. These cost about **** U.S. dollars per unit, on average. One of the more inexpensive breakfast foods are frozen bagels, which cost about **** U.S. dollars on average.

Top Breakfast Foods

In terms of dollar sales, ready-to-eat cereal was the leading category of breakfast food. In 2018, sales of ready-to-eat breakfast cereal amounted to about **** billion U.S. dollars in the United States. Bacon was another leading American breakfast food, with sales of nearly **** billion U.S. dollars in that year. In 2017, General Mills’ Honey Nut Cheerios were the most popular name brand of ready-to-eat cereal in the United States, though private label cereal had significantly higher sales than any name brand.

Breakfast Consumption among Americans

Though it has been widely repeated that breakfast is the most important meal of the day, a survey found that over ** percent of Americans skipped breakfast at least once during the week, with nearly ** percent of respondents having skipped breakfast at least once on weekends. When Americans do find the time to eat breakfast, eggs, hash browns/potatoes, and French toast/pancakes/waffles are all popular options.

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Breakfast Cereals Market Size 2024-2028

The breakfast cereals market size is estimated to increase by USD 4.10 billion and grow at a CAGR of 3.2% between 2023 and 2028.

The global breakfast cereals market is growing steadily, driven by increasing demand for convenient, nutritious breakfast options such as ready-to-eat (RTE) breakfast cereals and advancements in product innovation. Key factors include a shift in consumer preferences toward healthier choices like whole-grain and high-fiber cereals as well as yogurt, spurred by greater health awareness, and the expansion of e-commerce, which enhances accessibility and brand reach.
This report provides a detailed analysis for business leaders, covering market size, growth projections through 2028, and key segments like ready-to-eat cereals, which dominate due to their convenience and widespread appeal. It explores trends such as the rising popularity of organic and plant-based options, reflecting dietary shifts, and addresses challenges like fluctuating raw material costs, which can impact pricing and supply stability. The insights are designed for practical use in strategy, product development, and market expansion.
For companies aiming to stay competitive in the global breakfast cereals market, this report offers clear, data-driven guidance on leveraging health trends and overcoming economic pressures, ensuring they can adapt to a dynamic, consumer-focused industry.

What will be the size of the Breakfast Cereals Market During the Forecast Period?

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Market Segmentation

The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in 'USD Billion' for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments.

Distribution Channel Outlook

  Supermarkets and hypermarkets
  Independent retailers
  Convenience stores
  Others 





Product Type Outlook

  Ready-to-eat cereals
  Hot cereals





Region Outlook 

  North America

    U.S.
    Canada





  Europe

    The U.K.
    Germany
    France
    Rest of Europe





  APAC

    China
    India





  Middle East & Africa

    Saudi Arabia
    South Africa
    Rest of the Middle East & Africa


  South America

    Chile
    Brazil
    Argentina

By Distribution Channel

The market share growth by the supermarket and hypermarket segment will be significant during the forecast period. Two of the key distribution channels in the organized retailing sector of breakfast cereals are supermarkets, hypermarkets and convenience stores, which make purchasing easier for customers. The global expansion of supermarkets and hypermarkets is one of the key factors anticipated to propel the segment's growth.

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The supermarkets and hypermarkets segment was valued at USD 10.54 billion in 2018. In supermarkets and hypermarkets, customers can select from a variety of goods based on factors like cost and quality. For those who favor the conventional method of shopping, these stores are convenient. It is also anticipated that the segment will grow as supermarkets and hypermarkets become more prevalent in developing nations. Moreover, consumer purchasing preferences are shifting to supermarkets and hypermarkets as a result of rising disposable incomes and rapid urbanization. Furthermore, innovative and attractive displays in offline points of sale have been made possible by new product launches and an increase in marketing and promotional spending by vendors. Therefore, such factors are anticipated to drive the growth of the supermarket and hypermarket segment in the global market during the forecast period.

Key Region

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North America is estimated to contribute 30% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. In North America, breakfast cereal consumption is high. Hot breakfast cereals, in particular, are frequently consumed due to their nutritional advantages over ready-to-eat breakfast cereals. Moreover, the fact that North American consumers have begun to view them as a snack is another motivating factor behind the market growth in the region. As consumers start skipping lunch or eating between meals, this trend is expected to grow during the forecast period.

Furthermore, the market for kids' organic breakfast cereals and breakfast food is primarily in North America. Organic cereals are also very popular with young consumers. The market share of manufacturers who adapt their product offerings to consumer preferences is likely to increase. Children an

This statistic reports the results of a 2018 survey in which consumers in the United States were asked about their typical eating behavior in regards to how often they snack or skip meals. In 2018, 43 percent of respondents reportedly eat three meals per day with a few snacks in between the meals.

In 2023, the total number of orders made on Just Eat Takeaway marketplaces (Grubhub and SkipTheDishes) reached approximately 281 million orders in North America, decreasing significantly from the order volume recorded in previous years. In fact, Just Eat Takeaway.com experienced a decrease in total orders across regions in 2023.