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Cereal's Future Is In Jeopardy

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America's long-lived love affair with cereal may be coming to an end.

Kellogg, the maker of Corn Flakes and Rice Krispies, announced last week that it was cutting about 2,000 jobs partly due to "softer" than expected demand for cereal. Although more than 90 percent of U.S. households buy cereal, both Kellogg and its competitor, General Mills, say that sales have been declining.

So what's happening to America's favorite breakfast food?

First of all, cereal sales have been falling ever so quietly for the past few years:

cereal category

One reason is probably because people are just bored with it:

cereal boredom

Because let's be honest. There are far more interesting things to eat for breakfast now.

nature valley

Like yogurt.

chobani yogurt

People really, really love yogurt these days.

So who is still eating cereal?

eating cereal

Baby boomers aren't eating it because they are too worried about their health, according to Kellogg.

fat waistline

And kids aren't eating it because their parents aren't thrilled with its high sugar content.

kids cereal

Babies were always pretty huge consumers of cereal, like Cheerios. But there are simply fewer babies being born these days.

baby eating cereal

The reality is, less than half of Americans eat any kind of breakfast at all.

bowl of cereal

And people just don't have time to sit down for a bowl of cereal anymore.

america rush hour traffic

What is even more disheartening is that not as many people are drinking milk, cereal's best friend, either.

crying over spilled milk

And at the end of the day, let's just be real. How does cereal even stand a chance when things like this now exist:

taco bell breakfast

(Charts from Janney Capital Markets)

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