Pasta, flour and toilet paper are not the only products favored by consumers during containment. Rediscovering the pleasure of making bread at home has not stopped the French from also choosing the ease for their breakfast, with a bowl of cereal drizzled with milk. This is the observation of the American Kellogg's (Spécial K, Miel Pops, Coco Pops, Trésor, Extra…), which saw the turnover of its cereals (65% of its activity) take off by 20% during confinement . A breath of fresh air on a shrinking market of more than 2% every year since 2013, according to the panelist IRI.
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“There has been a major acceleration in consumption , explains Éric Le Cerf, CEO of Kellogg's France (345 million euros in turnover). S urtout, facing the crisis, people have turned to what they knew and observed the return of the breakfast, after years when families found themselves less and less in the morning around a
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