Now that Millennials are all grown up, it’s “Honey Bunches of Oh No.”
Back when we were young, there was nothing better than eating a bowl of sugary cereal (preferably with colorful marshmallows or chocolate bits) in the morning. But According to a new survey by Mintel, 40 percent of Millennials abstain from bowls of cereal for breakfast because they don’t want to deal with cleaning up afterward, thus rendering it “an inconvenient breakfast choice.”
A piece from The New York Times explores why cereal brands are struggling to reach Millennials, who see a bowl of Rice Krispies or Fruit Loops as a dose of nostalgia rather than an everyday purchase. Sales of cereal have slumped 30 percent since 2000. According to The Times, people prefer to grab breakfast on-the-go or not eat anything at all rather than keep a stock of breakfast ingredients in their cupboards and fridge.
"Convenience is the one thing that’s really changing trends these days," Howard Telford, an industry analyst at market research firm Euromonitor, told The Washington Post.
Post and Kellogg should instead follow in Christina Tosi’s footsteps — the pastry chef entrepreneur who has made milk and cereal “cool again” with Milk Bar.
“They have to embrace that people love the flavor and texture of cereal and the vintage nature, but it’s not about breakfast,” Tosi told The New York Times.