Breakfast cereal sales in mature markets are under growing pressure. While, broadly speaking, volume and value sales have been fairly steady, the sector has failed to generate substantial growth. Significantly, traditional cereal concepts are facing increasing challenges, pulled on the one hand by new formats and pushed on the other by concerns ranging from macro-economic issues to concerns over health and wellness. In part one of this month's management briefing, Katy Askew assesses some of the pressures boxed cereal manufacturers are grappling with.