Kellogg Company's business fundamentals have been challenged because of sluggish cereal category growth; the company's U.S. cereal business, which contributes almost 40%-45% to its total revenues, has been delivering weak results in recent quarters because of the soft category growth. The sluggish cereal category growth comes as a result of competitive pressures and a higher acceptance rate of alternative categories like eggs, yogurt, protein and peanut butter.