Eating on the go is killing the breakfast cereal industry

So many of us are caught in the habit of eating breakfast on the go instead of opting for a sit-down meal.

So many, in fact, that the breakfast cereal industry is dying.

The days of walking down to the kitchen and having a proper breakfast with coffee and a newspaper sometimes feels like something from a bygone age. Because who has a spare half hour in the mornings any more (which we wouldn’t rather use on catching up on sleep)?

According to The Grocer, sales of cereals – from Coco Pops to muesli – are down by £78 million in the past year. Just one year.

Apparently, it’s not that people are skipping breakfasts – this is actually happening less and less – but are eating cereal bars or dropping into cafes.

And what takes longer to prepare and eat than cereal? Porridge, and the figures show that Quaker Oats is struggling the most with sales down almost 11%.

Special K is also suffering, being down by 9.5%, while Kellogg’s Corn Flakes is down by 5.6% and Kellogg’s Crunchy Nut down 4.8%.

Overall, this reduction is the equivalent of almost 3,700 tons of cereal not being eaten in comparison to 2015.

Fresh milk sales aren’t doing well either – total sales fell by £180 million in 2015 and £55 more this year too.

The Grocer commented: “Less people are giving their morning meal a miss with 600,000 fewer Brits skipping breakfast on a weekly basis.

“Trouble is, makers of cereals are yet to see any benefit.

“It hasn’t helped that more Brits are starting their day with an on the go option rather than sitting down for brekkie. Unfortunately cereal brands have been slow to respond.”

So if you don’t want to say farewell to Kellogg’s Crunchy Nut, you’d better get buying.

Do you tend to eat breakfast on the go? Tweet us at @YahooStyleUK.

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