Welcome to DU! The truly grassroots left-of-center political community where regular people, not algorithms, drive the discussions and set the standards. Join the community: Create a free account Support DU (and get rid of ads!): Become a Star Member Latest Breaking News General Discussion The DU Lounge All Forums Issue Forums Culture Forums Alliance Forums Region Forums Support Forums Help & Search

AsahinaKimi

(20,776 posts)
Sat Aug 24, 2013, 08:38 AM Aug 2013

Cereal killers: Americans' new breakfast habits

Here's the good news: Fewer Americans are skipping breakfast, considered the most important meal of the day. The bad news: Fewer are eating cereal. Bad news, that is, for cereal companies like General Mills (GIS), Kellogg (NYSE:K) and Post (POST).

Cold cereal is still the number one choice for breakfast in America, with sales topping $9 billion over the last year, according to Nielsen. However, "What we've seen for the cereal category over the past four years has been a 7 percent drop in volume," said John Baumgartner of Wells Fargo Securities.

Baumgartner and other analysts cite several reasons: consumer boredom with cereal, a desire for higher protein products such as yogurt, and the need for on-the-go breakfasts consumers can eat in their cars. "Cereal sales have gotten squeezed over the past several quarters," said Morningstar's Erin Lash.

Last quarter, Kellogg reported a 3 percent drop in revenues for its morning foods unit, while General Mills' cereal division reported a 2 percent drop.

(More from CNBC: The top rated beers, worldwide)

"Not all consumers choose a bowl of cereal and milk," Kellogg said in a statement. "For them, we're developing foods that provide the benefits of cereal in portable and convenient formats."

more...http://finance.yahoo.com/news/cereal-killers-americans-breakfast-habits-140510020.html

15 replies = new reply since forum marked as read
Highlight: NoneDon't highlight anything 5 newestHighlight 5 most recent replies

GreatCaesarsGhost

(8,584 posts)
6. right. And the feeling you're getting ripped off when
Reply to KG (Reply #4)
Sat Aug 24, 2013, 10:23 AM
Aug 2013

you open the box and it's only three-quarters full.

Nay

(12,051 posts)
14. Yeah. I posted that reason as well. $5 a box for cheap sugar and cheap wheat/corn?
Reply to KG (Reply #4)
Sat Aug 24, 2013, 11:46 AM
Aug 2013

When an egg costs about 15 cents? There are a lot of ways to fix a better breakfast for a whole lot less money.

cherish44

(2,566 posts)
5. I can't eat cereal
Sat Aug 24, 2013, 10:20 AM
Aug 2013

Well not alone anyway, if I eat too much sugar or carb-laden foods I get the shakes later (been like this for 20 years, been tested for diabetes, don't have it). egg-beaters with tofu and a veggie burger is my breakfast (I hate tofu but it fills you up and keeps hunger at bay until lunch)

AsahinaKimi

(20,776 posts)
7. I CAN not do milk...so if I have Cereal its with Rice Dream, Soy Milk or Almond Dream however..
Sat Aug 24, 2013, 10:26 AM
Aug 2013

All of that is expensive!! (and really full of sugar) I would much rather start my mornings with some fruit, like today I had a chunk of watermelon. Later I may whip up some egg whites and Grits. (Yes! I like grits!) with a bit of margarine. My favorite breakfast is traditionally Japanese, with rice, eggs and Nato, however I have moved to egg whites now..over whole eggs.

highplainsdem

(49,004 posts)
12. The growing popularity of wheat-free diets probably explains part of the decline.
Sat Aug 24, 2013, 10:51 AM
Aug 2013

Especially since many people avoiding wheat also avoid other grains.

I used to eat a bowl of cold cereal with fresh fruit almost every morning, just as part of an otherwise high-protein breakfast (cottage cheese or eggs and/or ham, usually).

I've felt much better since giving up wheat. I'm much less likely to be hungry a couple of hours after a meal, too.

I went wheat-free after first reading about Dr. William Davis's book Wheat Belly here on DU.

http://www.wheatbellyblog.com/

http://www.democraticunderground.com/10021499384

Latest Discussions»General Discussion»Cereal killers: Americans...