Americans on the go choosing yogurt over cereal

When I go to the grocery store, I see an entire aisle devoted to cold cereals. Cheerios, Corn Flakes, Mini-Wheats, Total, Raisin Bran, Special K, Fruit Loops, Trix, Reese’s Puffs, Honey Smacks, Honey Bunches of Oats, and many others.

I like cold cereal, my family likes cold cereal, my friends like cold cereal. Obviously a lot of people like cold cereal or they wouldn’t devote an entire aisle to it in the grocery store. But cold cereal giant General Mills just announced that sales are falling short of the estimates made by analysts.

Why? Well, as breakfast eaters are becoming more interested in Greek yogurt and less interested in cold cereal, General Mills and other cold cereal companies such as Kellogg, Post and PepsiCo (owner of Quaker) are taking a hit.

Yogurt is now a $4.2 billion industry, with nearly a third of that amount made up of Greek-style yogurt. From 2003 to 2013, the percentage of adults eating yogurt for breakfast rose from 36 per cent to 49 percent.

Another factor is that more and more people are eating this first meal of the day outside of their homes instead of at the kitchen table with their families.

For more than a year, cereal sales have been going down. But cereal companies are not taking this lying down. Instead, they are taking a double-barrel approach to this food fight. They’re sending out the message that cereal is healthy due to it being a good source of protein, and they’re creating different breakfast items for people on the go.

How about you? Are you a traditional cereal eater? Have you started substituting yogurt for cereal occasionally? If so, why?


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