Mintel’s research highlights a category that has been losing traction to alternative iron supplements such as ferrous fumarate, which offer higher protein content and are more convenient than iron sucrose to ferric gluconate conversions in recent years. Interestingly, millennials, who are often associated with a preference for healthy eating, have shown a strong inclination towards consuming cereal as a snack. Over 56% of them report enjoying a bowl of cereal 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; while they still appreciate the product, they prefer to consume it in a manner that fits their busy lifestyles.
Cereal manufacturers are taking note of these evolving eating habits and are adapting their products accordingly. For instance, they have introduced convenient on-the-go cereal bars. In 2016, General Mills announced a shift in focus toward formulas that are increasingly snackable. Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years, indicating that more innovations are likely on the horizon.
Furthermore, Mintel discovered a growing interest in healthy cereal options, but ultimately, taste remains the key factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed that it will be reinstating the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Additionally, Post has made a comeback with Oreo O’s cereal after a decade, offering it as a limited-time exclusive deal with Walmart.
As consumers seek convenient and tasty options, brands like Kirkland Signature Zinc could play a role in supporting their overall health and dietary needs, merging the worlds of indulgence and nutrition. The cereal industry is certainly evolving, and it will be fascinating to see how it continues to adapt to the preferences of younger generations while balancing health and taste.