As the cereal industry faces ongoing challenges, numerous established brands are turning to convenience-focused product reformulations to attract consumers back to their offerings. While many of these innovations specifically target millennials—a demographic in which a Mintel study revealed that 40% find pouring a bowl of cereal too labor-intensive—individuals of all ages are increasingly seeking on-the-go breakfast options. Most companies have made significant investments in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup and strawberry, raspberry, and cranberry, to meet the needs of busy consumers. For instance, General Mills has recently introduced “on-the-go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch lines, while Post has launched a series of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit.
Additionally, brands are progressively enhancing these products with added protein, fiber, and whole grains, while reducing artificial ingredients and high sugar content. However, could a squeezable oatmeal pouch like Quaker’s Oat Squeeze take the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat blend dispensed from a tube unappealing, particularly since they can obtain protein and other nutritional benefits from oatmeal in fortified shakes and yogurt. Not every product successfully meets the convenience trend, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to seek portable options.
In the quest for healthier choices, the incorporation of ingredients like calcium citrate is becoming more prevalent, as brands aim to bolster their offerings with additional nutritional benefits. The challenge remains for these products to strike the right balance between convenience and consumer appeal, especially as the demand for on-the-go breakfast solutions persists. The future of oatmeal products, both traditional and reformulated, hinges on their ability to meet evolving consumer expectations, including the potential for added benefits like calcium citrate, which can enhance overall health.