Unearthing Development Opportunities Within the Cereal Category
P. Molina. Kerry Ingredients & Flavours, Americas Region, Beloit, WI, U.S.A. Cereal Foods World 54(6):256-259.
Cereal has come a long way from its debut in the early 19th century. Fast forward to today and people all over the world have fallen in love with this breakfast staple. Walk down any supermarket aisle and youíll see that itís one of the largest categories in the store. In fact, annual retail consumption in food, drug, and mass merchandisers alone (excluding Walmart), currently exceeds $6 billion in the United States, according to Information Resources, Inc. (IRI). This massive consumption makes the cold cereal category the third largest category in dry grocery. Thatís the good news. The challenge, however, is that consumption growth has tended to stabilize. Finding opportunities within this multibillion dollar market has been and continues to be challenging for cereal manufacturers, especially in light of recent economic conditions.