US cereal sales have declined for 25 years, except for a brief pandemic surge. Factors include competition from portable snacks, health concerns about sugar and artificial dyes, and changing breakfast habits, especially among Gen Z. The Kellogg Company split in 2023, with the US cereal division, WK Kellogg, recently sold to Ferrero. Experts suggest adapting to diverse consumer preferences with innovative flavors and marketing to revitalize the market, targeting niche segments and offering options like high-protein and keto-friendly cereals.

Prepared by Christopher Adams and reviewed by editorial team.