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Americas: Positioning yogurt, cereals for young adults, report

With most ‘breakfast believers’ being either baby-boomers or families with children, companies are producing new products in an attempt to expand the market by getting younger adults hooked on breakfast foods.

Some of the more successful innovations are products that combine aspects of popular breakfast foods for kids and adults into one according to a Packaged Facts report.

Yogurt has been a staple of the breakfast foods market for a long time, most recently manifesting itself in the recent Greek yogurt craze.

Now that Greek yogurt’s popularity has slowed, marketers are looking to drinkable yogurt and yogurt smoothies to take its place at the breakfast table or meal on the go.

And while the product is not new – think Danimals – it is one of the fastest growing breakfast foods, logging a growth rate of 20% in the past year.

Packaged Facts projects that the drinkable yogurt market will grow another 13% by 2022.

New drinkable yogurt products can capitalize off of the nostalgia young adults may have for products such as Danimals, while also appealing to their more grown-up taste buds, nutritional interests and busy schedules.

Cereal remains the most popular breakfast food, and, perhaps not surprisingly, adults with young children are most likely to purchase cold cereal, as kids have a significant impact on their parents’ buying habits. Older generations are most likely to purchase hot cereal.

But marketers have an opportunity to bridge the hot and cold cereal generation gap, as demonstrated by the explosion in popularity of overnight oats.

Overnight oats combine the positive nutritional reputation of hot cereal with the convenience and familiarity of cold cereal, and have gained appeal across all generational demographics due to blogging, advertising campaigns and Instagram posts promoting the product.

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