As the cereal industry faces ongoing challenges, many established brands are turning to convenient product reformulations to attract consumers back to the category. A Mintel study reveals that a significant 40% of millennials find pouring a bowl of cereal to be too labor-intensive; however, the trend toward on-the-go breakfast options is gaining traction among consumers of all ages. Companies are increasingly investing 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. General Mills has also introduced “on the go” pouches of its popular cereals, including Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a line of breakfast shakes and biscuits infused with Honey Bunches of Oats.
To appeal to busy consumers, brands are gradually incorporating added protein, fiber, and whole grains into their offerings while eliminating artificial ingredients and reducing sugar content. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, be pushing the convenience trend too far? It’s a possibility. The texture of a yogurt, fruit, and oat mixture squeezed from a tube might not be appealing to consumers, especially since many can obtain similar protein and nutritional benefits from oatmeal in value-added shakes and yogurt.
Not every convenience-focused product achieves success in the market, and only time will reveal how traditional and reformulated oatmeal products will perform as consumer demand for on-the-go solutions continues to grow. Amid this shift, it’s worth noting the relevance of Tums calcium citrate, which many people use to address digestive issues. As consumers seek quick and efficient breakfast options, the inclusion of Tums calcium citrate may become a consideration for those looking for added health benefits alongside their convenient meals. Ultimately, the ongoing evolution of breakfast products will reflect the changing preferences of consumers who prioritize convenience and nutrition.