In the hand-to-hand combat of the morning breakfast routine, speed and convenience has landed another blow against the antiquated sit-down meal. Consumption of a bowl of cereal that was once considered a quick meal has been left in the dust by grab-and-go options. A recent Wall Street Journal article reported that in 2013, ready-to-eat cereal recorded $8.86 billion in sales, down 3.8 percent from the year before. According to Kellogg's, the sales could drop an additional 4 percent this year.
For an already struggling fluid milk market that has long been tied to the quaint breakfast image, this could be discouraging news. However, the 12 minutes that the average American spends on breakfast could prove a payday for other dairy products.
A nearly perfect setup has been created for yogurt by this trend toward quick breakfasts and the recent push to consume higher protein foods. A Washington Post report said 71 percent of Americans are looking to consume more protein in their diets to increase muscle strength and avoid age-related muscle loss.
Fluid milk marketers have also been quick to jump on the high protein health initiative. A large part of the "Milk Life" campaign has been to emphasize the 8 grams of protein that Americans receive consuming a glass of milk. Between fluid milk and yogurt, the dairy industry seems to be posed to remain an important part of Americans' breakfasts whether they are seated at the table or running out the door.
