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

7 belly fat myths busted

Proof your mate at the gym is talking absolute sh*t

20 Jan 2017

A vegan fried chicken shop just opened in London

A beautiful contradiction

by Emily Badiozzaman
17 Jan 2017

Greggs is launching a delivery service in London

See, 2017 is better than last year already

by Dave Fawbert
17 Jan 2017

Luxury cheese and crisp sandwiches made by London's best chefs

Overhaul the laziest of lunchtime treats with help from five of London’s greatest chefs

by Chris Sayer
11 Jan 2017

There’s a new Oreo Creme Egg and people are losing their minds

Still your beating heart

by Emily Badiozzaman
11 Jan 2017

Finally, there's now a beer made for drinking in the shower

Aptly named Shower Beer

by Emily Badiozzaman
10 Jan 2017

10 of the greatest meat-free recipes

Dry January doesn't apply to your palate too

by Emily Badiozzaman
05 Jan 2017

Hangover-free detox beer is here to save you from dry January

The brewery says it's a perfect post-gym drink, too

by Chris Sayer
04 Jan 2017

The 20 coolest restaurants in Liverpool

01 Jan 2017

The 20 coolest restaurants in Brighton

From cutting edge, fine dining establishments to retro tea rooms, and everything in between, we’ve got you covered

by Jim Butler
23 Dec 2016