Cold Cereal Cereal sales are down due to increased competition from more portable options. But sales declines in supermarkets (2.7%), drug stores (5.2%) and multi-outlets (1.3%) tracked by IRI are not new, according to analysts. “Flat sales and declining volumes over the past decade indicate consumers are tiring of boxed cereals,” said Nicholas Fereday, an analyst with Rabobank. “They are being lured away by more contemporary, aspirational and convenient morning eating ...

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