Annual Survey Reveals New Adventurous Ways Canadians Love Their Cereal

In celebration of National Cereal Day (March 7), a recent survey by Kellogg Canada Inc. reveals that Canadians continue to think outside-the-cereal-box when it comes to their cereal creations. Experimenters of flavour and embracers of the unconventional, nearly 90 per cent of Canadians continue to be cereal eaters, and approximately one-in-four Canadians eat cereal more than three times per week.

This year’s cereal survey served up spoonfuls of cereal surprises:

• Nearly 40 per cent of Canadians are nocturnal cereal eaters, preferring their cereal as a late-night snack
• Canadians are becoming more health-conscious in their cereal selections, with 61 per cent saying nutrition is a key factor in their cereal selections
• Millennials are the least likely to be milk-and-cereal purists, with 41 per cent choosing milk alternatives to top their bowls, and 21 per cent opting for flavoured milk
• Five  per cent of Canadians merge their morning favourites, mixing cereal and coffee together

“If there’s one thing we’ve learned from this year’s National Cereal Day survey, it’s that we continue to be a nation of cereal lovers. Whether challenging traditional flavour profiles, customizing our bowls to meet individual taste preferences, or simply enjoying cereal as an anytime snack, Canadians’ love of cereal is undeniable,” says Lores Tomé, director, Communications and Corporate Affairs, Kellogg Canada Inc.

Canadians aren’t afraid to challenge their palette when it comes to their cereal consumption:

• Nearly two-thirds of Canadians are willing to try different flavour profiles in their cereal
• Millennials are spearheading the unconventional cereal movement, with 75 per cent indicating they would try new spices in their cereal (28 per cent would add pomegranate molasses, and 16 per cent would try turmeric)
• 52 per cent of Canadians would add cinnamon to their cereal, and one in five are open to trying even bolder flavours such as crystallized ginger or candied lemon

From coast-to-coast, Canadians have a soft spot for cereal – we never want it left on its own:

• 44 per cent of Canadians pair their cereal with fresh fruit;
• 26 per cent top it off with yogurt;
• 25 per cent prefer to add some texture with dried fruit;
• 22 per cent love the healthy crunch that comes from nuts and seeds; and,
• even the most outrageous pairings aren’t off the table, with one per cent of Canadians saying they’d mix in bacon, BBQ sauce, ketchup, and even soy sauce!

True to its cultural diversity, Canadian provinces have distinct cereal preferences:

• 85 per cent of Manitobans say taste is the most important factor
• 42 per cent of Albertans are likely to sub in a milk alternative
• 30 per cent of Atlantic Canadians enjoy a bowl of cereal three times per week
• 26 per cent of les Québécois sweeten their cereal with maple syrup – nearly double the national average
• Ontarians are most likely to look for versatility in their bowl, such as recipe potential
• Saskatchewanians eat cereal as an anytime favourite, from breakfast through to a late-night snack; and,
• British Columbians are most likely to maintain a breakfast-only affair with cereal