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When it comes to breakfast, fewer things are easier than dumping cereal and milk into a bowl and eating it. Yet according to millennials, that’s too much work.
Today’s 18-33-year-olds are notoriously seen as lazy narcissists by generations above them who would rather be taking selfies to grow their Instagram following than doing anything productive with their lives. Although that could (sadly) be considered productive to some.
According to The New York Times, “almost 40 percent of the millennials surveyed by Mintel for its 2015 report said cereal was an inconvenient breakfast choice because they had to clean up after eating it.”
*Crickets*
Apparently washing a bowl is too strenuous for these kids. Instead, grabbing a greasy breakfast burrito is the easier and more portable option.
Yet it’s not just millennials who are straying away from cereal.
“The cereal category is certainly shifting,” said Melissa Abbott, director of culinary insights for the Hartman Group, a consumer food research organization. “Consumers over all are less interested in industrially processed grains as a meaningful start to their day.”
Sales have tumbled by almost 30 percent over the past 15 years, and the future remains uncertain. A lot of people are choosing alternative options like yogurt and breakfast sandwiches, if anything at all. They’re also eating at work or on the go.
Brands are trying to come up with new ways to make the nostalgic product more relevant today. For example, promoting cereal as something you can have all the time, not just in the morning. You can now find cereal on desserts, granola bars and even shots.
https://www.instagram.com/p/BAXkUtbosED/
Regardless, millennials just aren’t having it…besides me. I’m kind of obsessed with cereal. I guess there’s always exceptions to the norm.
Side note: those shots look delicious.
