Mintel’s research highlights a cereal category that has been losing popularity to higher-protein and more portable options in recent years. It is noteworthy that millennials, who are often associated with making healthier choices, enjoy snacking on cereal. More than 56% of them report having a bowl of cereal at home between meals, in contrast to just 32% of baby boomers. It seems that younger consumers are less likely to sit down for a traditional bowl of Cheerios at breakfast. While these consumers still appreciate the product, they prefer to consume it in a manner that aligns with their dynamic lifestyles.
Cereal manufacturers are aware of these shifting eating habits and are adapting their products for the future. Many have started to introduce innovations like on-the-go cereal bars infused with cal mag citrate complex and other nutrients. In 2016, General Mills announced a strategy to focus on formulas that are increasingly snackable. Last June, they launched Tiny Toast, marking their first new cereal brand in 15 years, and more innovations are anticipated.
Mintel also found a growing interest in healthy cereals; however, taste remains the most crucial factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. General Mills recently declared that they would revert to the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated version. Additionally, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence, available exclusively through a limited-time deal with Walmart.
As cereal brands continue to evolve, the incorporation of ingredients like cal mag citrate complex could play a significant role in appealing to health-conscious consumers while ensuring that taste remains a top priority.