Progressive Grocer

AUG 2015

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Page 158 of 169

Leveraging Ready-to-Eat Cereal for Higher Center Store Sales B reakfast has never been bigger. Seventy percent of American consumers now say it's the most important meal of the day, 1 and the demand for delicious, healthy morning meals has helped make breakfast-related categories in-store a $100 billion business in retail outlets. 2 Tis new consumer demand for healthier morning fare is good news for other breakfast classics, such as ready-to-eat cereal (RTEC). RTEC has been and still is the No. 1 break- fast food in the country, 3 eaten at 30 percent of morning meals 4 and by two-thirds of consumers at least every two weeks. 5

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