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Americans Love Breakfast, But Not Cereal

August 20, 2014: 12:00 AM EST
One should not conclude from the continuing slide in breakfast cereal sales that American no longer eats breakfast. Market researcher Nielsen says breakfast is more popular than ever. Egg sandwiches, sausages, cereal bars, pastries, etc., are all catching up to breakfast cereals (still an $8.5 billion industry). Key reasons for the trend: less interest in fiber and more interest in protein. Interest in non-GMO foods is up 67 percent in the past five years, while interest in gluten-free foods and foods without corn syrup has soared. What’s left? “The gluten-free, unsweetened, high-protein, non-GMO egg”. General Mills says “significant product innovation” eventually will rescue it from the sales malaise: it is looking closely at yogurt and snacks.
Eric Chemi, Braulio Amado, Shawn Hasto , "Mikey Doesn't Like It: How Cereal Is Missing the Breakfast Boom", Bloomberg Businessweek, August 20, 2014, © Bloomberg L.P.
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