Why Millennials Have Stopped Eating Cereal For Breakfast

NEW YORK (CBS) – It's often been said that breakfast is the most important meal of the day, and cereal has been a morning staple for over 100 years.

But some may be surprised to learn why people are saying goodbye to the bowl.

According to a market research report in a recent New York Times article, 40 percent of millennials won't eat cereal for breakfast because they don't want to clean up after they're done.

The average millennial eater "isn't all that into cereal for breakfast. It's just too much work, for one thing," The Times says.

Instead, millennials are opting for the convenience of protein bars, the report found.

Breakfast cereal sales totaled $13.9 billion in 2000, but The Times says it dropped to $10 billion last year.