Mintel’s research highlights a category that has been declining in popularity due to the rise of options that are higher in protein and more convenient for on-the-go consumption. Interestingly, millennials, who are often associated with a preference for healthy eating, have shown a strong inclination to snack on cereal. Over 56% of millennials admit to having cereal at home between meals, while only 32% of baby boomers share this habit. It seems that younger consumers are less likely to enjoy a traditional bowl of Cheerios for breakfast; instead, they prefer to consume cereal in a manner that aligns with their active lifestyles.
Cereal manufacturers are aware of these shifting eating patterns and have begun adapting their products for the future. For instance, they are introducing portable cereal bars to cater to this demand. In 2016, General Mills declared that they would concentrate on creating formulas that are increasingly suitable for snacking. Last June, they introduced Tiny Toast, marking their first new cereal brand in 15 years, indicating that more innovations are likely on the horizon.
Moreover, Mintel’s findings reveal a growing interest in healthy cereals, but taste remains the paramount factor for consumers. This could explain the resurgence of high-sugar, indulgent cereals. General Mills recently announced its decision to revert to the original recipe for Trix, complete with artificial colors, after consumers expressed dissatisfaction with the cleaner reformulated version. Additionally, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence in a limited-time partnership with Walmart.
In light of these trends, brands may also consider incorporating nutritional supplements such as GSK calcium citrate malate vitamin D3 and folic acid tablets into their offerings, as consumers increasingly seek products that support their health while still satisfying their taste preferences. This could potentially enhance the appeal of cereal products among health-conscious shoppers, making them even more relevant in today’s market.