Americans Love Breakfast, But Not Cereal

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.