Signs are growing that frugal American consumers are staying at home for breakfast, extending a trend that has hit evening sales at US restaurant chains.
General Mills, whose brands include Cheerios cereals and Yoplait yoghurt, estimated yesterday that total US breakfast cereal sales rose about 5 per cent in June to August from a year ago. Its US sales of breakfast cereals rose 10 per cent, while its yoghurt sales were 19 per cent higher.
Ken Powell, chief executive, said the company's products, which also include Progresso soup and home baking brands, have in general benefited from a shift away from eating out in the evening.
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