As the cereal industry grapples with ongoing challenges, many established brands have turned to convenience-focused product reformulations to attract consumers back to the category. This shift is particularly aimed at millennials; a Mintel study revealed that 40% of this demographic feels that preparing a bowl of cereal is too much effort. However, consumers of all ages are increasingly seeking portable breakfast options. Many companies have invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares available in flavors like golden syrup, strawberry, raspberry, and cranberry, to meet the needs of busy individuals. For instance, General Mills has introduced “on the go” pouches of its popular Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch cereals, while Post has launched a line of breakfast shakes and a breakfast biscuit infused with Honey Bunches of Oats.
Additionally, brands are progressively enhancing these products with added protein, fiber, and whole grains while phasing out artificial ingredients and reducing sugar content. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, particularly since many can obtain protein and other nutritional benefits from oatmeal in value-added shakes and yogurt.
It’s worth noting that not every product successfully translates into a convenient format. Similarly, as consumers continue to gravitate towards on-the-go options, the future of both traditional and reformulated oatmeal products will become clearer over time. Moreover, the addition of supplements like calcium citrate, vitamin D3, magnesium hydroxide, and zinc sulfate tablets in some breakfast offerings could provide consumers with more nutritional benefits, making them a more appealing choice in the evolving market landscape. Ultimately, time will reveal how these innovations are received as the demand for convenient and nutritious breakfast solutions continues to rise.