This seems to be an ongoing trend toward bifurcation, not only in the cereal industry but across a wide range of sectors. In other words, the future for cereal appears to be in the large corporations targeted in the mass market, and smaller, start-ups that can respond quickly to emerging trend and niches. The ones that will struggle are the companies in-between who do not have the same clout as the mega-companies or the innovation of the smaller ones. While Post (Ralcorp), Quaker, and Malt-O-Meal are all still in the game, within a shifting economy will they be able to find their place, not only in brand positioning but in their own financial sustainability?
I believe the next few years will reveal the answer.
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