Mintel’s research highlights a category that has been declining in favor of higher-protein and more portable options in recent years. Interestingly, millennials—often recognized for their preference for healthy choices—are increasingly enjoying cereal as a snack. In fact, 48% of millennials reported having eaten a bowl of cereal at home between meals, compared to only 32% of baby boomers. It seems that younger consumers are less likely to sit down for a traditional bowl of Cheerios at breakfast. Although they still appreciate the product, they prefer to consume it in a manner that aligns with their active lifestyles.
Cereal manufacturers are aware of these changing eating habits and are taking steps to adapt their products for the future. For example, they have begun to introduce on-the-go cereal options. In 2016, General Mills stated their intention to “focus on formulas that are increasingly snackable.” Last June marked the launch of Tiny Toast, their first new cereal brand in 15 years, indicating that more innovations are likely on the horizon.
Mintel also found a growing interest in healthy cereals; however, taste remains the primary consideration for consumers. This preference may explain the resurgence of high-sugar, indulgent cereals. General Mills recently announced the return of the original Trix recipe, complete with artificial coloring, after consumers expressed dissatisfaction with the reformulated, cleaner label version. Additionally, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence, partnering with Walmart for an exclusive limited-time offer.
As the cereal market evolves, consumers will continue to seek options that not only satisfy their taste buds but also fit their lifestyles—an aspect that might influence discussions around the citracal price as well, as consumers look for convenient and health-oriented products.