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has shown that cereal consumption decreases with age, and Millennial birth rates are . According to Mike Van Ausdeln, a senior brand strategist at Stealing Share, kids today don’t identify with cereal as much as the older generations once did. This has led cereal companies to target older demographics, including Baby Boomers and their now-adult children, by making dubious health claims regarding protein. Last year, Kellogg even started running an ad showing an adult couple eating Fruit Loops and playing the original Nintendo—as transparent an effort as any to tap into fond cereal memories.
It isn’t the very end for cereal: Sales of hot cereals like oatmeal, which need to be prepared, have in recent years as health-conscious consumers conclude that the less-processed grains are high in fiber and protein and therefore worth the time. (Hot cereal is also set to increase sales globally as it targets where starting the day with a hot breakfast is the norm.) So what’s the solution for companies looking to make cold breakfast cereal a part of American food culture once again? Cereal companies clearly know what increasingly health-conscious consumers are looking for. The way forward, then, may be actually filling the box with what it claims.
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