Happy National Cereal Day! Did you know that the majority of Americans eat cereal? Recent CivicScience data show that 73% of U.S. adults consume cereal at least a few times each month.

Here are three quick-bite facts about cereal eaters, from the CivicScience InsightStore™:

1. Gen Z likes plant-based milk with their cereal.

While dairy milk is still the most popular way Americans enjoy their cereal, plant-based milk is hopping into the spotlight among younger consumers. Twenty-six percent of Gen Z adults aged 18-24 eat their cereal with dairy-free milk, compared to about 10% of adults 45+ who do the same. 

Conversely, Americans 45+ are overwhelmingly eating their cereal with dairy milk (nearly 80%), and they’re also more likely to eat hot cereal than any other age group.

Join the Conversation: Breakfast showdown: cold cereal with milk, or oatmeal? 🥣

2. Cheerios remains America’s favorite cereal. 

Among a range of cereal brands, data show that General Mills Cheerios is still the most popular. Sixty-two percent of U.S. adults say they’re favorable to the cereal, up from 57% in 2023. Following next in line are Chex cereals at 49% and Special K at 44%. 

3. Americans enjoy trying new cereal brands.

When it comes to trying new cereals, CivicScience data show that 70% of U.S. consumers are open to purchasing a new cereal product they’ve never tried. Most buy a new brand because they just like trying new things (27%). A large percentage also try new cereals for its nutritional benefits or that it’s on sale. 

Consumers rate the packaging as the least influential; however, infrequent cereal eaters (those who eat cereal less than weekly) are more likely to purchase a new cereal product because of the packaging. Whereas, avid cereal fans (those who eat cereal 5+ times per month) are most likely buying because of sales and promotions. Among individuals who eat cereal 3-4 times a week, nutritional value is the most influential to them (31%).

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Cast Your Vote: What is your favorite nostalgic cereal?

Are you a retailer interested in learning more about cereal and breakfast trends among your customers? Contact us now to see these trends through the lens of your customers.