Zeenat Moorad Associate editor: Financial Mail

According to a study by the market research agency Mintel, millennials are shunning cereal as a breakfast choice because it is "inconvenient". Eating it means using a bowl, and bowls (along with spoons) don’t clean themselves. Plus, you have to put the box away. Players in the $10bn US cereal market, prompted by studies like this and a decline in sales, have been hastening to stay ahead of consumer preferences. Kellogg’s and General Mills (it makes Cheerios) have launched a swathe of nutritional snack bars, because millennials are said to have a proclivity for eating on the go, and gluten-free varieties of more traditional morning staples, because millennials are said to have a predisposition for fads and hype. (OK, that last part is utterly made up.) There are other consumer hallmarks that millennials or those born after 1981 find antiquated, like regular bar soap, motorcycles, diamonds and beer. They are also said to prefer experiences over big-ticket items like property and cars....

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