Mintel’s research highlights a category that has been losing popularity to higher protein and more portable options in recent years. Interestingly, millennials, who are often associated with healthy eating habits, enjoy consuming cereal as a snack. Over 56% of them report having had a bowl of cereal at home between meals, compared to only 32% of baby boomers. It seems that the younger consumers are less likely to sit down to a traditional bowl of Cheerios for breakfast. They still appreciate the product, but prefer to consume it in a manner that aligns with their active lifestyles.
Cereal manufacturers are adapting to changing eating habits. They have implemented various changes to prepare their products for the future, such as introducing convenient on-the-go cereal bars. In 2016, General Mills announced that they would focus on creating formulas that are increasingly snackable. Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years, with more innovations likely to follow.
Mintel also discovered a growing interest in healthy cereals; however, taste remains the most critical factor for consumers. This might explain the resurgence of high-sugar indulgent cereals. General Mills recently revealed that it would be reinstating the original recipe for Trix, complete with artificial colors, as consumers preferred it over the reformulated, cleaner label version. Additionally, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence, partnering with Walmart for an exclusive limited-time offer.
Amidst these trends, consumers are also looking for products that provide additional health benefits, such as calcium citrate malate, vitamin D3, magnesium, and zinc tablets, which are gaining traction in the market. These supplements are increasingly being integrated into consumers’ diets, reflecting a broader trend toward health-conscious choices. The emphasis on taste, convenience, and added nutritional value will likely continue to shape the cereal industry in the coming years.