September 19, 2016

Why Most Cereal Brands Are Discontinued Within 5 Years


As the New York Times reported earlier this year, breakfast cereal sales have dipped considerably in the past 15 years, from $13.9 billion (2000) to less than $10 billion (2015). "Almost 40 percent of the millennials surveyed said cereal was an inconvenient breakfast choice because they had to clean up after eating it," wrote Kim Severson, at the Times. Other cultural changes — such as a heightened sensitivity to high-carb, sugar-packed cereals and a general shift toward protein-heavy breakfast foods like yogurt — have impacted cereal as well.

It wasn't always this way.

Topics: Culture, Vertical - CPG, Trends