Cereal millennials are finding it inconvenient to sit and eat breakfast, even if it means having to pour milk into a bowl. The millennials, an astonishing 40 percent of them surveyed, said they reach for something else, like a smoothie or breakfast bar, according to the New York Time.
One of the biggest problems was with the washing up. “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,” it reported.
Another factor included the fact that many consumers don’t want to start their day with processed grains. Some may say the choice is simply healthier for this generation, others say blame it on their attention span or just being lazy to wash dishes.
Cereal millennials demand something quick and easy to consume in the morning. Cereal producers have for years been experimenting with healthier alternatives. General Mills is launching a line of three USDA certified organic cereal under the popular Annie’s brand. Another cereal giant, Kellogg’s, has upped its game by adding quinoa to its “Special K” line and the company is also rethinking more green-friendly packaging alternatives for millennials.
And producers are finding different ways to eat cereal. Kellogg’s recently introduced Kellogg’s To Go pouches, which hold slightly larger pieces of cereal the company says were “specifically created to be eaten by hand.”
“Convenience is the one thing that’s really changing trends these days,” Howard Telford, an industry analyst at market research firm Euromonitor, said last year.
Now before anyone tells these millennials that they are inherently lazy, most of their mornings are so busy that they usually don’t get a chance to eat breakfast before leaving the house. Instead of eating a good bowl of Honey Nut Cheerios or Frosted Mini Wheats cereal, they prefer to grab a much more convenient yogurt parfait or muffin from the cafeteria at work.
But fear not Lucky Charms cereal lovers, as much as it may seem that the sugary leprechaun may be going by the way of the Dodo bird, know that millennials have a soft spot for nostalgia, so don’t start stocking up on boxes just yet. Millennials do like cereal flavors and haven’t ruled out the sugar.
The industry is struggling as sales have tumbled by almost 30 percent over the past 15 years, and the future remains uncertain for breakfast millennials. The reasons are largely those one would expect: Many people are eating breakfast away from the home, choosing breakfast sandwiches and yogurt instead of more traditional morning cereal. Many others, meanwhile, too busy to pay attention to their stomachs, are eating breakfast not at all.
Cereal millennials are also bad for the coffee business. Overall, this generation has bizarre reasons why they skip breakfast, even if it’s all about convenience above all else.