Feb 1, 2007 3:32 PM

Sales of breakfast cereals and other breakfast foods, overall, have trended down or remained flat in recent years. According to research conducted by Mintel International on the U.S. breakfast foods market (October 2006), sales of yogurt were up 6% over a six-year period (measured in “2006 constant dollars”), sales of breakfast entrees were up 7%, and sales of cereal bars were up 35%. However, these three segments represented only 16% of the total breakfast food market. The remaining 84% of the market declined, with sales of cereal (29% of the market) down 18%. Breakfast breads, eggs and drinkable breakfast foods were also down. Overall, according to Mintel, while total sales topped $29.6 billion in 2006, there was a total decline of 7% in constant 2006 prices over the six-year period.

One strategy manufacturers are trying in order to stimulate growth in the market is to offer more healthy food and functional food platforms. According to Marcia Mogelonsky, a senior research analyst with Mintel, the bestselling cereals in 2006 (in order) were Quaker oatmeal, Cheerios, Honey-Nut Cheerios and Frosted Flakes. The first two, of course, are considered very healthy, the second two not so healthy.

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