Kellogg's Cereal Sales aren't Grrrrreat

Kellogg's have reported its seventh successive drop in quarterly in the third quarter of 2016.

Kellogg's has blamed the fall on a challenging UK market, poor demand in the US and 'portfolio transformations' which have taken longer than expected.

Could this fall in sales also be down to a change in people's breakfast habits? Dr Dimitrios Tsivrikos, a consumer and business psychologist thinks so.

Dr Dimitrios believes that the 'younger population' are replacing traditional cereals with fresh fruit, smoothies and yogurt. Many individuals are also only spending around five or six minutes on breakfast so are looking for quicker breakfast solutions, often something straight out of a packet so that nothing needs to be cleaned afterwards.

It looks as though Kellogg's and other cereal manufacturers may need to make transforming their portfolio's an ongoing strategy.