Cereal was a winner in the pandemic, but sales show signs of wavering

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Cereal was a winner in the pandemic, but sales show signs of wavering
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Consumers had been lured away from cereal aisles in recent years by a fast-growing menu of other exciting breakfast options, at restaurants and home. The...

General Mills’ Honey Nut Cheerios remains the top-selling cereal in the U.S., with the Golden Valley-based company’s Cinnamon Toast Crunch in second.11:50 AM on Dec 29, 2021 CST

But as lockdown stockpiling eased from their heightened levels, sales slipped this year to $8.66 billion, according to IRI, a Chicago-based market research firm. Over 52 weeks ending Oct. 31, General Mills sold $2.85 billion worth of cereal in the U.S., according to IRI. That was 4.4% lower than the year before, but sales fell further among its largest competitors, Kellogg Co. and Post Consumer Brands.

Private label, as the often less-expensive store brands are collectively known, saw a 15% drop in sales over the past year even as inflation caused a spike in food prices. The company in November blamed supply chain disruption for its slower cereal sales, which represent 20% of Kellogg’s global business.

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