In recent years makers of cold cereal have seen their revenues drop as more people choose a variety of other options for their first meal of the day. In the second quarter of 2013, Kelloggs reported a 3% drop in sales of cold cereal and General Mills reported a 7% drop. Yogurt, shakes, and on-the-go breakfast bars are popular alternatives to cold cereal. While cold cereal is still the number one choice for breakfast in the United States, yogurt is the second most popular choice with revenues of nearly $7 billion. And within the yogurt market, it is Greek yogurt that has pushed sales skyward for several years now. A novelty just five years ago, Greek yogurt has grown to represent 40% of the yogurt market since then.

Today’s market size is the value of sales of cold cereal in the United States for the year, August 2012 to August 2013.

Geographic reference: United States
Year: August 2012-2013
Market size: $9 billion
Source: Jane Wells, “Cereal Killers: Americans’ New Breakfast Habits,” CNBC, August 23, 2013, available online here.
Posted on August 27, 2013