As the cereal industry faces ongoing challenges, many established brands are reformulating their products to focus on convenience in order to attract consumers back to the category. While these innovations primarily target millennials—approximately 40% of whom, according to a Mintel study, believe that pouring a bowl of cereal is too labor-intensive—people of all ages are increasingly leaning towards on-the-go breakfast solutions. Many companies have invested 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, fortified with generic calcium citrate with vitamin D to appeal to busy consumers.
For instance, General Mills recently introduced “on-the-go” pouches of its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a line of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit. Additionally, brands are progressively incorporating added protein, fiber, and whole grains into their offerings, while reducing artificial ingredients and high sugar content. However, could a squeezable pouch of oatmeal like Quaker’s Oat Squeeze be taking the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube to be unappealing, especially since many can obtain the protein and nutritional benefits they seek from oatmeal through value-added shakes and yogurt, which may also include generic calcium citrate with vitamin D.
Not every product can successfully transition to a convenient format, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to prioritize on-the-go options. The challenge remains for brands to strike the right balance between convenience and palatability while meeting the evolving needs of their audience.