Millennials are finding that they are just too busy, even for cereal. Millennials have dropped their spoons, and cereal – the longtime breakfast of champions – is getting ticked. Chex this out: Generation Y is not getting a Smart Start to their day, for a Total flaky reason. Fruit Loops born in the early 80s to the early 2000s are saying Nut’n to their Honeys who ask if they would like any cereal. But that’s Life.
According to Fox News on Feb. 24, Millennials are “skipping out on cereal because it’s simply too much of an inconvenience.”
Despite a strong push by Jerry Seinfeld, whose fictional character and real life equivalent indubitably gobble up the milk-laden meal, the act of getting the box and bowl out, pouring the cereal and milk, and then closing up the bag and that always-torn off box tab – well, it’s just outrageously difficult.
In fact, a survey showed that an astonishing 40 percent of Millennials skip the cereal aisle, according to a report by global market research company Mintel. Evidently, they are missing out on the joys the rest of us experienced searching for the cereal prize. While some did a bowl-by-bowl, patient excavation down to the prize, others crammed their grubby little paws to the cereal box cellar to snatch up a rubber robot, 3D glasses or a fake tattoo.
“Breakfast cereal, both as a cultural marker and a profit center, is at a crossroads,” reports the NY Times, which examined the Mintel report. “Since the late 1990s, its popularity has been slowly fading. Sales, which totaled $13.9 billion in 2000, dipped last year to about $10 billion.”
All those Millennials, missing out on the jungle treasure maze on the rear of Kix, the appeal of Tony the Tiger about how important breakfast is, or the opportunity to send away for a Planet of the Apes poster as outlined on the back of Post’s Super Banana Crisp.
“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,” the Times reported.
Bowl and spoon, put into sink. Indeed, far too much work for a group grown up on microwave ovens.
In a similar study from October of last year, Euromonitor International dubbed the breakfast-on-the-go trend a “snackification” – Millennials just don’t sit down for a meal in the morning, of any kind.
“Products like snack bars, Greek yogurt and even biscuits offer a high-protein, energizing breakfast that can be consumed on the go, and saw strong growth over the review period,” said the Euromonitor report. “Against this fierce competition, breakfast cereals struggled to remain relevant in 2015, with retail volume sales falling by 2 percent. This continued an ongoing trend, with volume sales falling by 10 percent over the review period as a whole.”
The Washington Post stated the same – noting that it’s not just laziness, it’s busy lifestyles that are driving out the cereals.
“Families are working more than ever,” noted the Post. “Almost two-thirds of households are supported by two working parents today, according to the latest government data, which is the highest reading on record. The less time families have to prepare food or sit down at restaurants, the more convenience hovers over decisions about food, especially when there is an option that is easier.”
Millennials – great with the digital technology, Generation “Me,” civic-minded, liberal views – but not too keen on cereal.