Despite years of maturity, the cereal category hasn't lost its crunch. Even as commodity inflation and subsequent price spikes threatened to soggy sales volume, the category's value positioning — relative to other morning options — stayed intact, with 29% of eaters consuming cereal because it offers a better value than other breakfast options, according to a Mintel poll. The Chicago-based researcher reports cereal sales jumped 5.8% to $10.8 billion from 2007 to 2009. Though driven in part ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

Registering for content on Supermarket News will give you INSTANT access 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’s FREE, easy and quick.  What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
 

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 granted free access to SN we ask that you register 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.