As the cereal industry faces ongoing challenges, many established brands are adopting convenience-focused product reformulations to attract consumers back to this category. While much of this innovation is aimed specifically at millennials—40% of whom believe that pouring a bowl of cereal is too labor-intensive, according to a Mintel study—consumers of all ages are increasingly seeking on-the-go breakfast options. Most companies have invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup, strawberry, raspberry, and cranberry, in order to meet the needs of 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 breakfast biscuit infused with Honey Bunches of Oats. Brands are also progressively enhancing these products with added protein, fiber, and whole grains, while eliminating artificial ingredients and excessive sugar.
However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push the convenience trend to its limits? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube to be unappealing, especially when many can obtain the protein and nutritional benefits of oatmeal from value-added shakes and yogurts. Not every product has a successful convenience alternative, and only time will reveal how traditional and reformulated oatmeal products will perform as demand for on-the-go options continues.
In this landscape, companies might also consider integrating supplements like Thorne Research Cal Mag Citrate into their offerings, as the health-conscious consumer increasingly looks for products that combine convenience with nutritional benefits. The challenge remains: can brands successfully create appealing, nutritious, and convenient breakfast options that meet the evolving demands of modern consumers?