Is the Box Half-Full or Half-Empty?; Top Cereal Maker Fights To Retain Eroding Share
Kellogg Co's breakfast business is in trouble, the result of time-constrained consumers who once started the day with cereal now moving to other choices, such as the breakfast bar; in addition, prices for brand-name cereals have risen so high that consumers are trading down to generic brands or avoiding the cereal shopping lane altogether; slowdown in growth has led to speculation of management shake-up at Kellogg, with Carlos M Gutierrez, thought to be likely successor to chief executive Arnold G Langbo, perhaps taking over sooner than expected; Kellogg is also expected to try to meet consumer preferences by selling more non-cereal foods and promoting its cereal as nutritional part of a healthy diet; graphs on share of domestic cereal market and Kellogg's operating revenue; photo (M)