Breakfast Cereals Americans No Longer Love. The average American spends about 13 minutes a day preparing and eating breakfast, the meal nutritionists consider to be the most important of the day, according to NPD Group. Increasingly, people are eating less cold cereal, which has been part of breakfast for more than 100 years. Sales of ready-to-eat cereals fell 2.55% in the 52 weeks ending April 17 to $6.41 billion, according to data from Symphony/IRI which covers retail outlets such as supermarkets. Sales of cheap, private label cereals dropped 7.2% to $637. 5 million during that same time frame. Sales and units shipped have been lackluster since at least 2007, predating the Global Recession and the recent rise in grain prices. This represents a change in fortunes for Kellogg Co. Read The Breakfast Cereals Americans No Longer Love Six cereal brands have been hit particularly hard by American’s changing breakfast tastes.
These struggles continue. Indeed, Dean Foods Co. “I would expect cereal to be doing better,” he says. 24/7 Wall St. Ten Brands That Will Disappear In 2012. 24/7 Wall St. has created a new list of brands that will disappear, which includes Sears (NASDAQ:SHLD), Sony Pictures (NYSE:SNE), American Apparel (NYSE:APP), Nokia (NYSE:NOK), Saab, A&W All-American Foods Restaurants, Soap Opera Digest, Sony Ericsson, MySpace (NYSE:NWS.A), and Kellogg’s Corn Pops. (NYSE:K). Each year, 24/7 Wall St. regularly compiles a list of brands that are going to disappear in the near-term.
Last year’s list proved to be prescient in many instances, predicting the demise of T-Mobile among others. In late May, AT&T (NYSE:T) and Deutsch Telekom announced that AT&T would buy T-Mobile USA for $39 billion. Read the Ten Brands that Will Disappear in 2012 Other 201o nominees – including Blockbuster – bit the dust, while companies, such as Dollar Thrifty are on the road to oblivion.
We also missed the mark on a few companies. Brands that have stood the test of time for decades are falling by the wayside at an alarming rate. cerealfacts.org/media/FACTS-Sheets-pdfs/CornPopsFACTS.pdf. Kellogg's® Corn Pops® cereal. Brands on Decline in 2012 | DuetsBlog. –Susan Perera, Attorney Predictions are in and multiple brands are expected to decline or disappear completely in 2012. CoreBrand CEO, James Gregory (as reported by Jim Edwards), and 24/7 Wall Street have both released lists of brands they believe are on the chopping block for the coming year.
The predictions attribute some of these brand failures to the economy (Saab & Sears), acquisition (Avery Dennison), inability to keep up with competitive technology (Kodak, Sony Ericsson, & Nokia) and social/media change (MySpace & Soap Opera Digest). One of the more surprising brands on 24/7’s list is Kellogg’s Corn Pops. 24/7 reports that sales of Corn Pops dropped 18% last year and suggests that this decline may be attributed to a perception that the product is not a “healthy” breakfast choice.
Further, 24/7 suggests that private label sales may be hurting branded cereals. What are your thoughts on these predictions?