Health claims drive growth

Health still is a priority for Americans, as sugary cereals are declining and cereals with health benefits, like whole grains, vitamins and minerals, are experiencing slow but steady growth.


Overall, sales of ready-to-eat cereals were flat, up 0.2% in the 12 weeks ended June 12 to $1.5 billion. Of the top 10 cereals tracked by SymphonyIRI Group, only six brands experienced single-digit gains, and most were up less than 4%. The reason: rising prices, popularity of cereal bars and the convenience of bagels and toaster pastries.

 The article above is part of the DSN Category Review Series. For the complete Cereal Sell-Through Report, including extensive charts, data and more analysis, click here.