Survival of the Fittest: Cereal Companies and Their Adaptation to the Marketplace
J. L. Stanton, Department of Food Marketing, Saint Joseph’s University, Philadelphia, PA. Cereal Foods World 53(6):308-309.
In this timely perspective, the author gives an overview of how cereal companies have responded and adapted to changes in the marketplace. He notes that in the last 25 years the driving consumer benefits have been convenience, value, and health in that order. The cereal industry has responded by providing new products that have met these requirements. However, as consumers and the marketplace change, he notes that cereal companies must evolve and “adapt” to better address the needs of consumers. He discusses current trends in the market and offers ways that cereal (and cereal companies) can play a significant role in the life of the consumer.