Cereal sales are in serious decline; According to Kim Severson in the New York Times, "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." There are any number of reasons; perhaps the most surprising is the claim that it is too much work.
The dream of all these [cereal] companies is to capture the all-powerful and elusive millennial eater, who just isn’t all that into cereal for breakfast. It’s just too much work, for one thing. 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.
We also have less time and eat more on the road or at the Starbucks, which is not too healthy either. The cereal industry is fighting back, with silly things like National Cereal Day today.
The Cereal Day site gives what one might call a cereal Bowlderized edition of the history of breakfast cereal; the wonderful article Porn Flakes: Kellogg, Graham and the Crusade for Moral Fiber tells the far more interesting true story about how it was all about reducing constipation and masturbation.
Katherine is certainly not fond of her Froot Loops, asking Are kids' breakfast cereals horrible or helpful?
When you think about it from a nutritional perspective, many of the breakfast cereals marketed toward kids – Froot Loops, Apple Jacks, Cap’n Crunch, etc. – are an absurd addition to the breakfast table. Full of sugar, bleached flour, artificial colours and flavourings, and with a lengthy list of unpronounceable ingredients, breakfast cereals are more of a snack or sweet treat than a nourishing breakfast food. Giving kids a sugar high right before they leave for school is hardly wise.
We did a slideshow a few years ago, 10 Healthy, Green Breakfast Cereals to Start the Day Off Right but some of the items covered don't exist anymore; there were a pile of cereal-based internet startups where you could mix your own muesli online that didn't last.
A few years back we did a survey about cereal, noting how American cereals are "descendants of Kellogg's Grunola and corn flakes, designed to depress our libidos. In most of Europe and Asia, they start the day differently." Let's do another: