U.S. Shoppers Still Prefer Cereal for Breakfast

Between meals and snacks, Americans eat 1.4 breakfasts per day. Cereal remains the top breakfast foods, according to brand consultant Debra Kaye, owning 30 percent of the $65 billion breakfast market. "No other product is as dominant at mealtime than cereal," she says. "The problem with cereal right now is that it really has nowhere to grow." And there’s more competition than ever: Greek yogurt is going gangbusters, fast-food restaurants are offering all kinds of early morning treats and coffee houses are stepping up their food offerings. Kevin Coupe, supermarket analyst and creator of Morning News Beat, claims one reason companies go after breakfast is that once you get a customer, they tend to stick, reports Marketplace.org.