taking a step back

Cereal Marketing

A new study shows that eating breakfast at home has, as you would expect, risen. 

The fool’s gold marketers are clinging to is that those eating sugary breakfasts has risen more than 100%.

So what do those in cereal marketing do?  They double-down on the sugar. 

You’ve got to be kidding.

They still haven’t truly faced the facts. And can't recognize a short-term trend from a long-term one.

The two killers of breakfast cereal are milk (in the negative) and fast food options (greater convenience.)

Which is why the American Dairy Association’s bringing back the “Got Milk” campaign.

And the breakfast daypart remains the fastest growing sector for fast food.

They’re teaching consumers that cereal equals sugar again.

Cereal marketing is taking a step back

As Lu Ann Williams, director of insights and innovation of Innova, says...

“Consumers are looking for convenience, clean labels and health when purchasing cereals.”

The long-term trends will soon re-emerge. And cereals will lament reacting in such a knee-jerk fashion.