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If you are a fan of US TV series, you’ll be familiar with the morning breakfast routine: Each family member pours a   mound of   cereal into a bowl, adds enough milk to send it flowing over the top, before getting stuck into their sugary start to the day.

For generations, cereal has been the bedrock of the American breakfast, but it now seems to be losing some of its momentum. Sales of breakfast cereals in the US have gone stale, owing to concerns about the morning food’s lack of nutrition, as well as a rise in demand for more convenient options for those constantly in a hurry.

There’s nothing new about cereal being labeled less than nutritious and too high in calories. 1．.

But the consumer’s desire for a healthier way to start the day is now at its highest ever. Shoppers are seeking out “high protein and fiber content and natural ingredients,” the US-based research firm Mintel Group Ltd said in a report. “Consumers today believe cereal is overly processed and doesn’t contain enough nutrients.” 2．.

“Consumers are increasingly seeking products that match their personal definition of real food, and that can mean foods that are less processed and have simple labels with recognizable ingredients,” Kendall Powell, chairman of the US-based food company General Mills, said at an investors’ conference in July.

3． . This desire for convenience seems to be especially evident among millennials – those aged 18 to 34. When Mintel surveyed consumers last year, 39 percent of millennials said that cereal was inconvenient because it involved cleaning a dish afterward.

However, manufacturers and industry analysts say that if breakfast cereal makers can keep on adapting to changing consumer needs, especially among millennials, the business can grow again.

“While millennials may look at breakfast differently, they are still eating a lot of cereal, just not always for breakfast,” “According to Nielsen data, ready-to-eat cereal is in 90 percent of all households and nearly 94 percent of millennial households. 4．, said Jim Murphy, president of General Mills’ cereal division.