premise: Another analyst, John C. Maxwell Jr. of Wheat, First Securities in Richmond, Va., recently went to a "sell" recommendation on Kellogg stock, which closed Friday at $71.75, down 75 cents, in New York Stock Exchange composite trading. "I don't think Kellogg can get back to 40% this year," he said. "Kellogg's main problem is life style. People are reading the boxes and deciding they want something that's `healthy' for you -- oats, bran." Mr. Maxwell said he wouldn't be surprised if, over the next two years or so, General Mills' share increased to 30% or more.
  In announcing the plant delay, Kellogg Chairman William E. LaMothe said, "Cereal volume growth in the U.S. has not met our expectations for 1989". He said construction wouldn't resume until market conditions warrant it.
   Why did First Securities in Richmond, Virginia go to a "sell" recommendation for Kellogg stock?
hypothesis: closed Friday at $71.75, down 75 cents