Mintel’s research highlights a category that has been declining in popularity due to the rise of higher protein and more portable options in recent years. Interestingly, millennials, who are often associated with a preference for healthy eating, enjoy consuming cereal as a snack. Over 56% of them report eating cereal at home between meals, compared 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 they still appreciate cereal, they prefer to incorporate it into their busy lifestyles.
Cereal manufacturers are adapting to these changing eating habits. They have started making adjustments to align their products with future trends, such as launching convenient on-the-go cereal bars. In 2016, General Mills announced a commitment to develop formulas that are increasingly snackable. Last June, they introduced Tiny Toast, marking their first new cereal brand in 15 years, and more innovations are likely to follow.
Mintel’s findings also indicate a growing interest in healthier cereals, but taste remains the most critical factor for consumers. This could explain the resurgence of high-sugar, indulgent cereals. Recently, General Mills declared it would return to the original recipe for Trix, complete with artificial colors, after shoppers expressed dissatisfaction with the reformulated, cleaner label version. This summer, Post reintroduced Oreo O’s cereal after a decade off the shelves, in an exclusive limited-time deal with Walmart.
Additionally, the trend of incorporating nutritious ingredients like calcium citrate in yogurt is gaining traction. Just as consumers seek the health benefits of calcium citrate in yogurt, they are also looking for cereals that offer a balance of taste and nutrition. As the market evolves, brands will need to consider how to integrate these health-conscious elements while still appealing to consumers’ taste preferences.