Breakfast Cereals Are Getting Less Healthy

Cereal is a staple breakfast for many kids (and adults). It’s convenient and can be quickly eaten on busy weekday mornings. Plus, it requires no prep or cooking time—open the box, pour into a bowl, top with milk and eat. 

Many cereals offer a wealth of nutrients, too, especially vitamins and minerals, as most are fortified with them. But do some provide too much of certain nutrients and not enough of others? Researchers from several U.S. universities teamed up and took a closer look at the nutritional content of cereals marketed to kids from 2010 to 2023. They recently published their findings in JAMA Network Open. Let’s break them down.

How Was This Study Conducted?

Researchers drew data from the Mintel Global New Products Database, which tracks new food and beverage product launches. It provides information on nutritional content, ingredients, packaging and target audience. 

For this study, researchers examined all newly-launched ready-to-eat cereals marketed toward kids in the U.S. between 2010 and 2023. “Launch” included new packaging, new formulas and completely new products, totaling 1,200 cereals. 

The primary nutrients researchers examined were total fat, total carbohydrates, sugar, sodium, protein and dietary fiber per serving. For each year from 2010 to 2023, researchers took the average of each nutrient based on the 1,200 samples and compared the average nutrient amounts from year to year. 

What Did This Study Show?

From 2010 to 2023, children’s cereals saw the following changes per serving:

• A 34% increase in total fat, from 1.13 grams to 1.51 grams
• A 32% increase in sodium, from 156 mg to 206 mg
• An 11% increase in sugar, from 10.28 grams to 11.40 grams
• An increase in carbohydrates from 26 grams to 33 grams
• A decrease in protein from 2 grams to 1.7 grams
• A decrease in dietary fiber from almost 4 grams to less than 3 grams

Researchers note that this study was limited because it only included newly released cereals marketed to kids and does not represent the entire cereal market. They also did not assess the impact on children’s overall nutrient intake.

How Does This Apply to Real Life?

If you’re going to start your or your kids’ day with cereal, you want it to have enough of certain ingredients so you aren’t desperately looking for a snack an hour later to relieve the hangry feeling. Three primary nutrients go to work to help your cereal sustain you longer: fat, protein and fiber. 

When choosing a cereal, look for ones that contain at least 4 grams of fiber and 5 or more grams of protein. Ideally, the amount of sugar should be 7 grams or less to help keep blood sugar more stable and avoid dramatic highs and lows. Using cow or soy milk will bump up the amount of protein. Or consider tossing the cereal over yogurt or using kefir in place of milk. You’ll not only get more protein, but you’ll also add probiotics to your gut. Whatever you decide to have with your cereal, choosing one with some fat instead of fat-free will also help slow down digestion and promote more stable blood sugar and sustained energy.

This study did not look at artificial ingredients in kids’ cereals. To appeal to children, cereals marketed to kids tend to be colorful and sweet. While many companies currently use artificial colors and flavors, you can find some that use natural flavors and colors to appeal to the younger crowd. If it’s important to you to avoid synthetic additives, read the labels and look for ones with natural colors and flavors from real food, including fruits and vegetables. 

What is used to preserve the cereal is another thing to consider. Consider avoiding ones that use butylated hydroxytoluene (BHT). While the FDA considers it safe to consume, some watchdog groups urge caution with it, as there is some evidence that links it to cancer. And just because it currently has the FDA generally recognized as safe (GRAS) stamp, does not mean that it couldn’t be banned down the road, like BVO was in soda. Look for cereals that use mixed tocopherols (vitamin E) as preservatives, which are considered safer.

The Bottom Line

This study suggests that, compared to 15 years ago, kids’ cereals are higher in fat, sodium and sugar, and lower in fiber and protein. It’s important to start your day off with plenty of fiber and protein to help energize your morning and prevent a mid-morning slump. We love cereal and fruit over yogurt with a sprinkle of nuts or seeds (and even a few dark chocolate chips) to hit all the fiber and protein notes, plus some healthy fat and probiotics. Or mix up your own Apple-Cinnamon Muesli or a batch of Grandpa’s Homemade Granola and skip the grocery store cereals altogether.