Cereal Gets Competition at the Breakfast Table

Experts say sales of boxed breakfast cereals are on the decline.
2:00 | 09/21/13

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Transcript for Cereal Gets Competition at the Breakfast Table
Moving on to what can be a tectonic shift in america's breakfast routine. Cereal has been the go-to food. That appears to be changing. What's going on here? Sara haines has been -- i apologize for this -- digesting the news. It was in the teleprompter. The tectonic shift. That was not. There are a lot more choices out there than there used to be. Adding that to our busy lifestyles. And that could be recipe for soggy sales. He likes it. Hey, mikey. Reporter: Growing up, who could resist a big bowl of your favorite cereal, and your saturday morning cartoons. Silly rabbit. Trix is for kids. I'm cuckoo for cocoa puffs. Reporter: Colorful characters made kids happy. While the vitamin-packed nutrition labels made parents happy, too. Times have changed. Breakfast is getting more and more crowded. So, the trusty box of cereal is not always the go-to option for families on the run. My daughter doesn't eat cereal in the morning. Reporter: Cereal sales have fallen. But experts say that doesn't mean the end for our favorite boxed brands. These are incredibly sophisticated companies. They see the decline has been gradual. It's not an overnight sensation. They have time to turn this around. Reporter: General mills says for their brands, the future isn't soggy. In a statement to abc news, the cereal giant says the number of breakfasts eaten at home in the u.S. Is growing, which is good news for cereal. Over the long term, the trend in cereal is steady growth. They aren't panicking. It's been a gradual decline in volume. Now, thinking about what they can do to turn this around. People are growing sensitive to sugar content in our food. That could be the issue. Plus, the price of some cereals. More than $5 a box.

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