BATTLE CREEK, Mich. – The bad news is that total U.S. cereal sales plummeted 8.8% within the past four years. The good news is that cereal consumption in the afternoon and evening has advanced, reaching around 35% last year, according to Kellogg, Bloomberg reports.

The change from cereal for breakfast to cereal for snacking has been driven largely by millennials, said Craig Bahner, president of Kellogg’s U.S. Morning Foods division. “It’s an alternative to a salty or savory snack in the evening when you’re looking for a little TV time,” he said.

Because of that demand, Kellogg has begun reinventing the way it sells Frosted Flakes, Froot Loops, Smorz and Special K, eschewing the standard rectangle boxes for grab-and-go containers perfect for snacking.

Kellogg points to a national shift in how Americans view traditional breakfast foods in general as part of the reason for the change, such as McDonald’s now offering breakfast menu items all day. Supporting Kellogg’s assumption, Mintel recently released a report showing that 56% of millennials want a more portable cereal option.

However, some analysts think Kellogg is being a little too optimistic in thinking that cereal sales will revive due to increased snacking. “It’s doesn’t strike me as a new or viable way to break out of the slump. … It will be a very marginal impact,” said Kurt Jetta, CEO and founder of Tab Analytics.