Transcripts for KPIX CBS Evening News 20140921 01:20:00 : vi

details how the american breakfast is changing. as baby boomers age, birth rates drop, meaning fewer kid are eating cereal. yogurt sales have seen double-digit growth and eating on the go and snacking has led to a decline in sit-down meals. >> some of the cereal companies are trying to prophot the gluten-free nature of their products. >> reporter: new ads are also trying to attract families who don't normally choose cereal for breakfast. jim murphy is the president of general mills cereal division. >> >> we advertise on spanish language television more than we did previously. >> reporter: even though sales are down, according to general mills, 90% of households still buy cereal. they're just eating lesof it. e.j. shultz says the industry can bounce back in it changes with the times. >> they're responding by trying to take traditional kids'

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