(NBC NEWSCHANNEL) Cereal is losing its crunch with consumers.
According to global research firm Lux Research,cereals are losing flavor with health-conscious, time-lacking consumers who are increasingly looking to snack bars and yogurt for breakfast.
It finds sales of breakfast cereals across the world have fallen steadily since 2011 when the market peaked at $8.54 billion.
Children have traditionally been big consumers of cereals, but Lux says only half of two-to-eleven year olds still opt for cereal.