Although more and more of the spoons dipped into cereal bowls nowadays come out with private-label crunchies, brand-name cereals are far from soggy. National brands still drive the category's sales, despite steady shelf-space gains by private labels, according to grocery buyers and merchandisers contacted by SN. They say the major cereal manufacturers have been cutting prices, encouraging consumers to think twice about switching to private-label cereal. "Some [national-brand cereal] ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

WhyRegisterfor FREE?

Salary Survey 2015

Registering for content on Supermarket News will give youINSTANTaccess to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’sFREE, easy and quick. What are you waiting for!In addition you will also receive complimentary access to the SN salary survey data tables.

Click here to read the FAQ page if you have any questions (opens in a new window)

Attention Paid Print Subscribers: While you have already been grantedfreeaccess to SNwe ask that youregister now.We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.