Tuesday, February 23, 2016

Why millennials don't eat cereal

On Monday, the New York Times published a story about the breakfast favorite, and the most disconcerting part was this:
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 industry, the piece explained, is struggling — sales have tumbled by almost 30 percent over the past 15 years, and the future remains uncertain. ...

A large contingent of millennials are uninterested in breakfast cereal because eating it means using a bowl, and bowls don't clean themselves (or get tossed in the garbage). Bowls, kids these days groan, have to be cleaned. ...

But there is something different about the backlash against cereal bowls, something more foundational about it that seems to speak to a greater truth about American households today.

A 2014 national survey, conducted by Braun Research, found that 82 percent of parents said they were asked to do chores as children. But when they were asked if they required their children to do chores, only 28 percent of them said yes.

Is a generational shift in how families raise their kids turning even the most mundane of responsibilities, like doing the dishes, into unthinkable nuisances? 
--Roberto Ferdman, Wonkblog, on the death of cereal