We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

No Way To Sugar-Coat It: Breakfast Cereal Sales Are Hurting

August 14, 2014: 12:00 AM EST
Sales of breakfast cereals continue to tumble. Overall, between 2009 and 2010, cereal sales dropped a “nauseating” – AdWeek’s term – 6.3 percent, according to Mintel. Kellogg reported recently that sales of its cereal products fell 4.9 percent, contributing to a 15 percent slide in profit. AdWeek cites several market factors at work in these disturbing numbers. The number one reason is the perception that cereals are too loaded with sugar, contributing to the childhood obesity epidemic. Other factors: concerns about gluten sensitivity, increasing competition from highly portable snack bars and yogurt, and the fact that more and more people just skip breakfast altogether.
Robert Klara, "Why Don't Americans Like Breakfast Cereal Anymore?", AdWeek, August 14, 2014, © Adweek
Advice & Policy
New Ways of Eating
Cereals & Bakery
Trend Research & Commentary
North America
United States of America
Companies, Organizations
Market News
Products & Brands
Developed by Yuri Ingultsov Software Lab.