Breakfast cereal sales declined for decades before Kellogg's sale to Italian company

Key Points

  • Declining Sales: U.S. cereal sales have been decreasing for over 25 years, with a 13% drop from 2.5 billion boxes in 2021 to 2.1 billion in the latest period, despite a brief pandemic surge.**
  • Changing Consumer Preferences: The rise of portable breakfast options like Nutri-Grain and Clif Bars, along with concerns over sugar and artificial ingredients, has reduced cereal's appeal.**
  • Health and Perception Issues: Cereals struggle with a processed food image, high sugar content (e.g., Lucky Charms at 24% of daily sugar intake), and criticism over artificial dyes, prompting some companies to phase them out.**
  • Generational Shifts: Gen Z is redefining breakfast, often skipping it or eating cereal as a snack, while exploring diverse options like vegetables, yogurt, and shakes.**
  • Industry Changes: The Kellogg Company split into Kellanova (snacks and international cereals) and WK Kellogg (North American cereals), with Ferrero Group planning to acquire WK Kellogg, and Mars Inc. targeting Kellanova.**

Summary

U.S. breakfast cereal sales have been declining for over two decades, dropping 13% from 2.5 billion boxes in 2021 to 2.1 billion recently, despite a brief pandemic boost. Factors include the popularity of portable breakfasts like Nutri-Grain bars, health concerns over sugar and artificial dyes, and a perception of cereal as heavily processed. Gen Z is reshaping breakfast norms, often skipping it or using cereal as a snack, while favoring diverse options like yogurt and vegetables. The industry is adapting, with Kellogg splitting into Kellanova (snacks) and WK Kellogg (cereals), the latter now targeted for acquisition by Ferrero Group, and Mars Inc. planning to buy Kellanova. Experts suggest cereal brands innovate with unique flavors, health-focused options, and niche marketing to appeal to varied consumer tastes, as legacy companies like General Mills compete with startups by offering high-protein variants.

yahoo
July 13, 2025
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