which city makes the most breakfast cereal
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Breakfast is big business. Americans gobbled up $8.5 billion worth of ready-to-eat cereal over the past year, according to IRI, a market research firm. Just four companies – General Mills (GIS), Kellogg (K), Post Holdings (POST) and Quaker Foods, a division of PepsiCo (PEP) – collectively accounted for $7.3 billion of those sales.
Although cereal sales have been stagnant of late – down 1.4% year-over-year – growing interest in cereal as a snack among younger consumers could goose demand. Market research firm Mintel found that 56% of millennials say they’ve eaten cereal as a snack at home, compared with just 32% of baby boomers.
“While breakfast is the most common occasion for eating cereal and nearly universal across age groups, snacking on cereal may offer greater potential for reinvigorating category growth, especially among younger adults,” says John Owen, an analyst with Mintel.
Michigan’s Cereal City
Frank Radowski spoons the last drops of milk from his cereal bowl and watches as his 4-year-old twins Nathan and Anna reach eagerly for toaster pastries handed out by a volunteer at the World’s Longest Breakfast Table in Battle Creek, Mich.
“I remember coming here as a kid,” says Radowski, of Grand Haven, Mich. “I wanted to bring my kids so they could experience it, too.”
Frank’s mom, Jan Ploehn, watches the twins’ faces light up as a life-size Tony the Tiger passes their table and waves a paw during Battle Creek’s annual Cereal Festival. “It’s our summer fling,” says Ploehn, a Kellogg Co. employee for 26 years before her retirement in 1999. “I hope when these kids grow up, they’ll bring their children here, too.”
Cereal is more than just a breakfast food in Cereal City; it’s a way of life. For more than 100 years, Battle Creek (pop. 53,364) has been the hub of breakfast cereal production in the United States.
Battle Creek—home to the Kellogg Co., the Post Cereals division of Kraft Foods, and Ralston Foods—celebrates its cereal heritage each spring with the Cereal Festival.
Breakfast cereals
The consumption of RTE breakfast cereals in the United Kingdom has shown a steady growth from quite a small amount before World War II to about 4.2 kg/person/an. in 1972, increasing further to 5.0 kg/person/an. in 1978, and to 6.5 kg/person/an. in 1988.
The consumption of oat products for hot cereals in the United Kingdom was 0.6 kg/person/an. in 1984, but increased to 0.9 kg/person/an. in 1988, possibly in response to the claim that oat bran has a blood-cholesterol-lowering effect.
The total tonnage of packaged breakfast cereals marketed in the United Kingdom in 1988 was 383,758 tonne, of which 38% was wheat based, 29% maize based, and the remainder based on other cereals or on a mixture of cereals (Business Monitor, 1989).
The average consumption of breakfast cereals (RTE plus hot) in the United States in 1971 was about 3.4 kg/person/an. Of the cereals used, wheat, bran or farina comprised about 37%, oatmeal or oat flour 30%, maize grits 22%, and rice 11%. However, by 1985, the consumption of RTE cereals alone had increased to 4.1 kg/person/an.
(Anon., 1986), slightly lower than in the United Kingdom, with the consumption of maize-based RTE cereals in the United States increasing from 2.72 to 3.63 kg/person/an. between 1970 and 1980. Between 1974 and 1983 domestic consumption of RTE cereals in the United States grew by about 2% per annum, and growth increased further to 3.3% per annum between 1983 and 1985.
Breakfast—Forms, ingredients, and process flow
Breakfast cereals or ready-to-eat (RTE) cereals are grains, primarily corn, wheat, rice, and/or oats, processed with added flavor and fortified with vitamins and minerals. They are convenient and relatively shelf stable and typically consumed as the first meal of the day (to break the fast).
There are two major types of breakfast cereals based on preparation before consumption—cold cereals and hot cereals. Cold cereals are the most convenient and are consumed immediately after mixing with milk, yogurt, or fruit. Hot breakfast cereals, originally made from oats and wheat, required cooking by the consumer before they were ready for consumption.
There are several forms of cold cereals that are available: (1) toasted flaked cereals (corn flakes, wheat flakes, and rice flakes), including extruded flakes, (2) puffed intact grains or extruded pellets, (3) baked shredded whole grains or extruded grain fractions, (4) granola and muesli-type cereals, and (5) preprocessed hot cereals.
Foods, Materials, Technologies and Risks
Breakfast cereal processing falls in the categories of flaking, puffing, or extrusion.
The addition of ingredients after postheat treatment must be free of microorganisms to maintain a contamination-free product.
Owing to low-moisture levels of breakfast cereals, it was long considered that this would prevent any further microbial growth. This discovery has been evident based on breakfast cereal recalls due to Salmonella contamination.
Under the heading of snack food, the emergence of grain-based bars with or without filling or coating is ever increasing.The ingredients used to produce agglomerated bars require an added degree of diligence to ensure that the cereal grains and additive ingredients are free of microbial contamination.
Nutritional aspects of breakfast cereals
Julie Miller Jones, Kaisa S. Poutanen, in Breakfast Cereals and How They Are Made (Third Edition), 2020
Phytate in whole grain and bran breakfast cereals can impair mineral availability. However, mineral availability of flaked breakfast cereal can be improved by sprouting and processing procedures that reduce tannins and phytate. Diets and cereals formulated with the right balance of whole and refined grain may improve absorption, as can the presence of certain vitamins such as vitamin C.
Water and energy management in cereals processing
Breakfast cereals are a large and dynamic food industry sector, particularly in the UK, North America and Australasia, with an annual market value in the UK of over £1 billion.
Market penetration is very high, so opportunities for growth come through increasing individual consumption (e.g. by encouraging people to eat cereals at times other than breakfast), and by attracting and keeping customers through product innovation (frequently based around novel ingredients) and process innovation to make it difficult to copy products. Brand loyalty and competition are intense, as reflected in the enormous advertising spend on breakfast cereals, around 9 % of total sales.
While the latter rely on process efficiency for profitability, this is much less the case for breakfast cereal manufacture.
Other minerals and phytate
Cereal breakfasts are also associated with delivering calcium magnesium, potassium, phosphorus, and zinc. Much of the calcium comes with the dairy foods that accompany cereal intake.
Phytate in whole grain and bran breakfast cereals can impair mineral availability. However, mineral availability of flaked breakfast cereal can be improved by sprouting and processing procedures that reduce tannins and phytate. Diets and cereals formulated with the right balance of whole and refined grain may improve absorption, as can the presence of certain vitamins such as vitamin C.
Breakfast cereals global market
Breakfast Cereals Market, 2018). The largest market is in North America, with Europe being the second largest. In 2016, North America had 59% of the breakfast cereals market, while Europe/Middle East/Africa and Asia Pacific had 30% and 11%, respectively (Global Breakfast Cereals, 2017).
In United Kingdom, the average daily purchase of breakfast cereals in 2006–15 was 130 g per day (Statista, 2018).
Breakfast cereals and health
Breakfast cereals, since their invention, have always offered the promise of good nutrition in the morning and increasingly on other occasions, such as snacking.
John Harvey Kellogg and Charles W. Post, among many others that came before, saw breakfast cereal as a means to promote health. Before the invention of gun puffing by Alexander P. Andersen (Kim Severson, 2017) and much later, extrusion (Anderson, 2017), cereals were healthier in many respects.
They were based on whole grains and minimally processed. Improvements such as vitamin and mineral additions have had a positive impact.
Breakfast cereals might be consumed every day for a long period of time by some people, especially children, and can either represent a healthy or low nutrient density opportunity. Compounding this, cereal eaters consume more than the serving size specified on the box for nutritional information.
The actual calories and carbohydrates they consumed are higher (Natural RTE Cereal Processing, 2017).These levels are possible without adverse effect on taste.
As described in Chapter 19, glycemic response (often expressed as glycemic index) is an important characteristic of breakfast cereals with health relevance. Therefore, it is important to understand its structure and properties in detail.
