Millennials have changed the way they shop, eat, work, entertain themselves, and spend their money. Some of those changes are small, while others have had a noticeable effect on entire industries.
Convenience plays a big role. So do price, technology, environmental concerns, and changing ideas about what is worth spending money on. A product that was once a normal part of everyday life can suddenly start feeling unnecessary.
Millennials aren’t solely responsible for these changes, of course. Gen Z and older generations are also changing their habits, and businesses have to respond to the larger consumer market. Still, millennials have become a major group for marketers to watch.
Their spending power is considerable. The millennial generation collectively earns about $2.5 trillion, with that figure projected to reach $4 trillion by 2030.
Here are 17 products and services that have been losing ground as consumer habits change.
Cable Television
Cable television was once the default way to watch shows and movies at home. You picked a package, paid the monthly bill, and watched whatever happened to be airing.
Streaming changed that routine.
Services such as Netflix and Hulu gave viewers a way to watch shows on their own schedules, often without dealing with traditional commercial breaks. For younger consumers who grew up with smartphones and on-demand content, waiting for a show to air at a certain time can feel unnecessary.
Cable companies have responded by offering streaming packages and other online options, but traditional cable subscriptions continue to face competition from streaming services.
Related: 12 Sayings Millennials Overused Without Realizing It
Physical Banking
For generations, going to a bank was part of handling everyday finances. Depositing checks, transferring money, paying bills, and talking with a teller meant making a trip to a branch.
That isn’t necessary for many routine transactions anymore.
Mobile banking apps let people deposit checks, transfer money, check balances, pay bills, and manage accounts from almost anywhere. Millennials have embraced this convenience, and other generations have followed.
Physical branches aren’t disappearing completely, but banks have had to put much more attention into digital services as fewer customers need to visit a branch for basic tasks.
Department Stores
Department stores used to be a major part of the shopping experience. People could spend an afternoon browsing clothing, shoes, home goods, cosmetics, and other merchandise under one roof.
Online shopping has made that experience less common for many consumers.
Sites such as Amazon and ASOS allow shoppers to compare products, read reviews, check prices, and place orders without leaving home. The convenience is hard for traditional stores to ignore.
Many department stores have responded by improving their websites, offering curbside pickup, and adding online ordering. Still, declining foot traffic has forced many traditional retailers to rethink how they do business.
Related: 17 Things Millennials Stopped Buying—and They’re Disappearing Fast
Fabric Softener
Fabric softener is one of those household products that many people grew up using without thinking twice about it. Millennials have helped question that habit.
Some consumers have stopped using fabric softener altogether, while others have switched to products with simpler ingredients or more environmentally friendly packaging.
There is also the simple fact that many modern detergents already contain ingredients that help with softness and static. For some households, adding another laundry product just doesn’t seem necessary.
Brands have responded with concentrated formulas, plant-based ingredients, refillable packaging, and products that combine several laundry functions.
Cereal
Cereal once seemed like the easiest possible breakfast. Pour some into a bowl, add milk, and you’re done.
For many millennials, breakfast looks a little different.
Smoothies, yogurt, oatmeal, protein bars, breakfast sandwiches, and other quick foods have become common alternatives. Nutrition has also become a bigger part of the buying decision for many shoppers, particularly those looking for more protein or less added sugar.
Cereal isn’t disappearing from grocery store shelves, but the industry has had to respond with higher-protein options, lower-sugar recipes, new flavors, and products aimed at adults rather than children.
Landline Phones
There was a time when every household seemed to have a landline. That isn’t the case anymore.
Smartphones have made it possible to carry a phone everywhere, send messages, make video calls, browse the internet, and handle dozens of other tasks from one device.
USA Today states that fewer than one in four Americans now have a landline.
For many younger adults, a traditional home phone feels unnecessary when a smartphone is already sitting in their pocket. Landlines still have uses in some homes and businesses, but their place in everyday life has become much smaller.
Beer
Beer remains popular, but younger drinkers have changed what they want from alcoholic beverages.
Craft beer, hard seltzers, canned cocktails, cider, wine, and other alternatives have given consumers far more choices than the traditional lineup of major beer brands.
Millennials have also shown interest in trying different flavors and supporting smaller breweries. Large beer companies have responded by buying craft breweries and releasing new types of beverages of their own.
The shift doesn’t mean beer is going away. It means consumers have more choices, and traditional brands have to compete for attention in a much larger market.
Napkins
Paper napkins have long been a standard item at kitchen tables and restaurants, but paper towels have become a common substitute in many homes.
Paper towels are convenient for cleaning spills, wiping counters, drying hands, and handling messes. Some people simply reach for the same roll whether they’re cleaning the kitchen or eating lunch.
Environmental concerns have also encouraged some consumers to use washable cloths and reusable napkins instead of disposable paper products.
Napkin manufacturers have responded with recycled materials, smaller packaging, and other products aimed at shoppers who want to cut down on waste.
Canned Tuna
Canned tuna has been a pantry staple for decades, thanks to its long shelf life, low price, and convenience. Millennials have helped push some consumers toward other choices.
Sustainability has become a bigger concern for shoppers buying seafood, while plant-based diets have also created competition for traditional canned fish.
Fresh seafood, salmon packets, plant-based tuna substitutes, and other convenient protein sources give shoppers plenty of alternatives.
Tuna companies have responded by offering responsibly sourced products, flavored varieties, convenient packaging, and newer alternatives aimed at younger shoppers.
DVDs and Blu-ray Discs
Physical movie collections have become much less common now that streaming services can put thousands of movies and television shows on a screen with a few clicks.
For millennials, streaming also fits the way they consume entertainment. There is no need to drive to a store, wait for a rental to become available, or keep shelves full of discs.
According to Deloitte’s recent research, 70% of millennials get their entertainment through social media or user-generated content video sites.
DVDs and Blu-rays still have their fans, particularly among collectors and people who want a physical copy of their favorite movies. For everyday viewing, though, streaming has become the easier choice for many households.
Analog Watches
For decades, a wristwatch had one main job: tell you the time.
Smartwatches and smartphones have changed that. A smartwatch can display notifications, track workouts, monitor activity, play music, and perform other tasks while still telling time.
That doesn’t mean traditional watches are disappearing completely. Many people still buy analog watches for their appearance, craftsmanship, or sentimental value.
Still, younger consumers who already own a smartphone may have less reason to buy a basic watch purely for timekeeping.
As reported by Market.us Scoop, the global smartwatch market is expected to reach $34.2 billion in revenue by 2026, with younger consumers playing a major role in that growth.
Postcards
Sending a postcard used to be one of the easiest ways to let someone know you were thinking about them while traveling.
Now, a vacation photo can reach friends and family seconds after it’s taken.
Social media, messaging apps, and email have made physical postcards less necessary. Travelers can share pictures, videos, and updates without waiting for anything to arrive in the mail.
Postcards still have a nostalgic appeal, and some people enjoy sending or collecting them. Businesses have also experimented with personalized postcards and digital versions that combine the old-fashioned idea with modern technology.
Traditional Doorbells
A basic doorbell used to do one thing: make a sound inside the house when someone pushed the button.
Smart doorbells have added cameras, motion alerts, two-way communication, and phone notifications. That gives homeowners a way to see who’s at the door even when they’re away.
A recent report by Parks Associates states that 30% of U.S. households with broadband internet own either a smart camera or a smart video doorbell.
For younger homeowners and renters who already use connected devices, a smart doorbell can fit naturally into the rest of their home technology.
Traditional doorbells aren’t gone, but a growing number of consumers are choosing models that do much more than make a chime.
Ironing
Ironing clothes is one of those chores that many people would happily skip.
Millennials have helped push casual clothing, wrinkle-resistant fabrics, and low-maintenance wardrobes into the mainstream. Many people would rather hang a shirt in the bathroom while showering, toss it in the dryer for a few minutes, or simply choose clothes that don’t require much care.
Steamers have also become a popular alternative to traditional irons. They’re often easier to grab for a quick touch-up and take up less space.
Clothing manufacturers have responded by producing more wrinkle-resistant fabrics and garments that can be washed and worn with little fuss.
Golf
Golf has traditionally been associated with long rounds, expensive memberships, and several hours spent on a course. For younger adults with busy schedules, that commitment can be difficult to fit into their lives.
Millennials have shown interest in shorter, more casual versions of the game. Driving ranges, golf simulators, Topgolf-style venues, and shorter formats give people a way to enjoy golf without spending an entire afternoon on a traditional course.
Golf isn’t disappearing, but the industry has had to find ways to make the sport more accessible to younger players who may prefer a social experience that doesn’t take four or five hours.
Engagement Rings
The traditional diamond engagement ring remains popular, but millennials have helped broaden the definition of what an engagement ring can look like.
Some couples are choosing lab-grown diamonds, colored gemstones, vintage rings, custom designs, or simpler bands. Others are putting more money toward travel, a home, or another shared experience rather than spending a large amount on jewelry.
Younger couples also tend to pay closer attention to where materials come from and how products are made.
Jewelry companies have responded with customizable rings, lab-grown diamonds, alternative gemstones, and more information about sourcing.
The classic diamond ring isn’t disappearing overnight. It’s simply no longer the only option for couples getting engaged.
Bar Soap
Bar soap has been around for generations, but liquid soap and body wash have taken up more space in bathrooms and stores.
New research from Mintel reveals that bar soap sales are in decline as U.S. consumers increasingly choose liquid products.
Liquid soap and body wash offer a wide range of scents, formulas, and packaging options. Pump bottles can also feel more convenient in shared bathrooms.
Bar soap still has advantages, including less packaging and easy storage, and plenty of consumers continue to prefer it. Still, changing shopping habits have pushed soap companies to offer more liquid products, specialty formulas, and packaging aimed at shoppers looking for convenience and environmentally conscious choices.
