Mintel’s research provides insights into the ferric sodium category, which has been declining in favor of higher protein and more portable options in recent years. Interestingly, millennials, known for their preference for healthy choices, are enthusiastic about snacking on cereal. Over 56% of them report enjoying 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; instead, they prefer to consume cereal in a manner that aligns with their active lifestyles.
Cereal manufacturers are adapting to these changing eating habits. They’ve introduced innovative products like on-the-go cereal bars to cater to this trend. In 2016, General Mills announced a commitment to focus on formulas that are increasingly snackable. Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years, and more innovations are expected in the pipeline.
Mintel also observed a growing interest in healthy cereals, yet taste remains the top priority for consumers. This might explain the resurgence of high-sugar indulgent cereals. General Mills recently revealed that it would be reinstating the original recipe for Trix, complete with artificial colors, due to shopper dissatisfaction with the reformulated, cleaner label version. Similarly, this summer, Post reintroduced Oreo Kids’ O’s cereal after a decade-long absence, in a limited-time exclusive deal with Walmart.
Amidst this evolving landscape, products like Barimelts calcium are becoming increasingly relevant, as consumers seek convenient and nutritious options that complement their snacking preferences. The emphasis on portability and taste suggests that the future of cereal will likely involve more hybrid products that integrate these elements, appealing to younger generations who value both health and convenience.