This reflects the trend towards a return to home cooking and reduced price sensitivity generating movement toward premium package goods and dining out. In addition, Americans watching their diets are 7% less likely to use pancake/waffle mix due to gluten intolerance.

Ready-to-eat (RTE) breakfast cereals are seeing a continued and accelerating decline in sales, indicating a secular downtrend rather than a mere blip, as consumer eating habits continue to evolve, according to Lux Research.