frozen food is super hot right now. According to David Palmer, an analyst at RBC Capital Markets, sales volumes have grown for the first time in five years. And millennials are largely responsible for this, spending 9% more per shopping trip for frozen foods last year than other groups,\u00a0according to Reuters.\r\nSo why are millennials, a supposedly foodie generation, buying so many frozen meals? Well, largely because it\u2019s convenient. \u201cThe average millennial doesn\u2019t have time to make a full meal with fresh meat and produce,\u00a0a Euromonitor analyst explained.\u00a0\u201cMore and more they\u2019re seeing these products as viable options.\u201d\r\nThe growth of veganism has also helped kickstart sales of frozen goods, with people spending increasing amounts of money on things like meat-free burgers.\r\nStranger Things has also had a strangely positive effect. The popular Netflix show boosted sales of frozen waffles in 2017.\r\nIt\u2019s not just frozen food that millennials have helped bring back. Millennials get a bad rap for killing things, but they\u2019re also helping saving a number of industries. But are they reviving as many industries as they\u2019re killing? I\u2019ve conducted an investigative analysis to find out.\r\nSaved by millennials\r\nDiamonds\r\nIn 2016 there\u00a0were a spate of stories\u00a0about young people shunning diamonds. But, lo and behold, rumours of the gem\u2019s death were greatly exaggerated. In March, the\u00a0Financial Times\u00a0reported that \u201cmillennials are buying diamonds, it turns out\u201d. It cited statistics from De Beers which found that \u201cacross important markets including the US, China and India, millennials represent 45% of all diamond purchases\u201d.\r\nGolf\r\nA couple of years ago\u00a0Nike announced\u00a0that it was closing its golf business, a move which immediately catalyzed a number of headlines about millennials murdering golf. But like most \u201cmillennials are killing things\u201d stories, this turned out to be nonsense. Last year, the National Golf Foundation\u2019s annual study of golf participation in the US found that\u00a0millennials will soon overtake all other age demographics\u00a0as the largest market share in the sport.\r\nMovies\r\nYou may be sensing a bit of a recurring theme here, but reports that millennials are killing the cinema turned out to be unfounded. Back in 2016 the industry was so worried about young people preferring at-home streaming services to cinemas that AMC Entertainment briefly floated the idea of\u00a0allowing texting in movie theaters. However, according to Nielsen figures from\u00a0last year, young people make up the majority of movie theater audiences.\r\nVinyl\r\nThe LP is a hit again; in its\u00a02017 US Music Year-End Report, Nielsen reported that vinyl was \u201cexperiencing sales growth for the 12th consecutive year, comprising 14% of all physical album sales\u201d. But who is buying all this vinyl?\u00a0According to YouGov, it is \u201colder music obsessives, not young hipsters\u201d who are reviving records. Stats from\u00a0industry researchers MusicWatch, tell another story, however, showing that half of vinyl buyers are under the age of 26. I\u2019m going to give millennials the benefit of the doubt here and give them credit for the vinyl industry. They need all the wins they can get.\r\nKilled by millennialsBar soap\r\nThree in five millennials think bar soap is gross,\u00a0Mintel has found, and sales are declining in favour of shower gel and liquid soap.\r\nChewing gum\r\nChewing gum used to be something young people did; not any more. Thanks to online shopping, self-checkout lanes and distracting mobile phones, there has been a decrease in impulse grocery purchases in recent years. Chewing gum has been hit particularly hard, with sales\u00a0declining more than 40%in the last decade according to a 2016 report by Euromonitor.\r\nFocus groups\r\nIn 2015, a\u00a0panel at Advertising Week\u00a0bemoaned the fact that millennials didn\u2019t want to talk about their hopes and dreams to marketers in focus groups. They\u2019d rather have their personal data scraped by social networks instead.\r\nNapkins\r\nRather than having a nice napkin at the dinner table, millennials are using paper towels instead. There is\u00a0even a hashtag: #yesweusepapertowelsfornapkins.\r\nOlympics\r\nIn the US, prime-time viewership of the Rio Olympics was\u00a0down 25%\u00a0among 18-to-49-year-olds from the London Games four years ago. \u201cSports is less ingrained in the younger demographic,\u201d one analyst told Bloomberg. \u201cIt has been replaced by other things like video games and e-sports and Snapchat feeds.\u201d\r\nThongs\r\nMillennial feminists are just saying no to thongs, the New York Times breathlessly\u00a0informed us\u00a0in 2015. Rather, millennials consider it cool to wear full-bottom underwear, according to research from Euromonitor.\r\nToys R Us\r\nIn March Toys R Us announced it was closing or selling\u00a0all of its 735 stores\u00a0in the United States, after 70 years in business. Part of the reason, according to the company\u2019s 2017\u00a0annual report, was that millennials simply weren\u2019t having enough kids. Which is obviously because millennials are selfish and nothing at all to do with America\u2019s horrendous maternity leave laws and sky-high childcare prices.\r\nIn conclusion\r\nMillennials may have saved frozen foods but they\u2019re still industry-killing monsters.