Jump to Main ContentJump to Primary Navigation
Top

Young people don't eat cereal anymore and the reason is pretty depressing

1.jpg

They’rrrrrre (not so) great.

According to a study for The New York Times, millennials are skipping cereal at breakfast.

Too much fructose syrup? Can’t download the flavours onto their young hip tongue apps? No, it’s the simple reason that it’s far too much effort for them.

Of those in the millennial age group surveyed by Mintel, nearly 40 per cent of people claimed cereal was an "inconvenient breakfast choice because they had to clean up after eating it", preferring instead to buy locally made granola, protein bars and hot cereals like congee and oatmeal on the go.

While we’re in no doubt over the hardship of attempting to prize day-old bran flakes from a used bowl with a spoon-cum-crowbar, could disposing of a cereal and bowl in the very same morning really be enough hindrance for avoiding these sugary snacks entirely?

Whatever the answer, cereal’s current unpopularity with millennials has already had a negative impact on the market of these sugary snacks, with the New York Times also reporting cereal sales have fallen from $13.9bn in 2000 to about $10bn last year, with industry analysts only expecting the slump to get worse.

In response to this predicament, the makers are already attempting to drastically alter packet designs - which have become known as comfort brands for the baby boomers who grew up on them – in order to promote itself as an all-day snack, as opposed to just breakfast.

Not that it’ll be easy winning over this decidedly picky bunch. “Millennials”, the report adds, “are snackers, and not easily fooled by packaging or advertising, but they are as nostalgia-driven as any group of cereal eaters.”

Failing that they could just promote the joys of drinking the milk straight from the bowl.

Related

daily-life-darth-vadar-11.jpg

Photos depict daily life of Darth Vader and it's not what you expected

ronald-mcdonald1.jpg

McDonalds is introducing a new breakfast item and we want it now

moshpit.jpg

The 15 most important unwritten rules of life

Comments

More

15 of the most incredible sandwiches you can eat in London

Get your chops around these - if they even fit

by Tom Victor
19 May 2017

The avocado latte is the latest worst thing in the world

We deserve everything we get, as long as it's bad

by Tom Mendelsohn
19 May 2017

You can now buy Cadbury Freddo hot chocolate, so put the kettle on

Please don't start talking about the price, though

by Gary Ogden
18 May 2017

Hello, so... this is a Chickle

Can't decide if this is good or bad

by Gary Ogden
18 May 2017

There's now a pill that'll cure your hangover

As if you needed any more encouragement to drink irresponsibly

by Emily Reynolds
17 May 2017

Reviewing all 10 burgers on the Wahlburgers menu in one sitting

And which is the best on offer?

by Josh Pappenheim
17 May 2017

Starbucks are testing 'coffee ice cubes' to end your watery woes

It's been a long time coming

by Emily Reynolds
17 May 2017

Labour have pledged to try and save the pub

Could a Corbyn government stop the rot?

by Dave Fawbert
17 May 2017

Is it a sandwich? A definitive (and correct) guide

Is a hot dog a sandwich?

by Tom Victor
17 May 2017

A Nutella restaurant is opening, which is good, isn't it

Say goodbye to your arteries

by Gary Ogden
17 May 2017