Did you have Froot Loops for breakfast this morning?

Maybe you just went for the leftover turkey.   But according to Kellogg's their core cereal brands, especially Froot Loops, are experiencing an upward trend in 2015, and in the past 4 weeks in particular. (Lukovitz, 2015)

Why?  You guessed it.  Millennials love cereal.  In fact, they purchase more cereal than any other generation.  But they aren't necessarily eating it at breakfast.  30 - 36% of cereal consumption takes place at other times of the day.  Convenient snacking is part of the appeal, but apparently cereal for dinner is making a comeback.  (I had lots of Boomer friends who did that in the 80's.)

I'm having a little trouble reconciling this trend with what I thought was a trend toward a more natural approach to eating.  Clearly anything that comes in a bag, box, or can is processed. 

So what gives?  Are Millennials not as interested in health as they claim to be?  Or do they see eating Froot Loops as a better alternative than potato chips?  And is it?

What about you?  Are you a cereal eater?  When?

Lukovitz, K. (2015, November 25)  Kellogg Reports Its US Cereal Sales Uptrending.  mediapost.com.  Retrieved November 27, 2015, from

http://www.mediapost.com/publications/article/263429/kellogg-reports-its-us-cereal-sales-uptrending.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=88207

Do you have a breakfast story you want to share?

Kellogg's has just launched "Open For Breakfast" a new digital campaign designed to "hear what's on people's minds and share stories about Kellogg's."  Seriously?  Do people really want to be that engaged with their morning cereal? 

Of course with flat sales since 2008, and people being more concerned about what's in the food they are eating, it does make sense to open a dialog.  But it's not going to turn cereal into a protein so I'm not sure it's going to help. 

Maybe they would be better off retargeting their brands to busy working people and selling breakfast for dinner.  I know plenty of people who are already there.

Lukovitz, K. (2015, January 20)  Kellogg Seeks Input in New 'Open for Breakfast' Campaign.  mediapost.com.  retrieved January 23, 2015, from http://www.mediapost.com/publications/article/242068/kellogg-seeks-input-in-new-open-for-breakfast-ca.html?edition=79524