A study has found that America’s millennials are skipping out on cereal because it's simply too much of an inconvenience.
(Yes, the cold kind that requires little more than pouring something into a bowl and then pouring milk over it.)
An astonishing 40 percent of millennials surveyed said they reach for something else, like a smoothie or breakfast bar, reported by The New York Times.
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.