Once a staple of the American breakfast table, cereal has fallen on hard times as a morning meal option. Attitudes towards breakfast have changed, as many time-constrained consumers look for either a new taste treat or a quick-fix morning meal. Some Americans are foregoing breakfast altogether, while fast-food drive-through provides others the breakfast of choice.
Breakfast cereal manufacturers face a shrinking market, with intense competition from other options, including breakfast bars, bagels and muffins. The cost of cereal also has led consumers to rethink their choices, and many have turned to private-label varieties.