Mintel’s study highlights a category that has been losing traction to options that offer higher protein content and greater portability in recent years. It is noteworthy that millennials, who are often associated with a preference for healthy choices, enjoy eating cereal as a snack. Over 56% of them report consuming a bowl of 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 breakfast of Cheerios. While they still appreciate the product, they prefer to consume it in a manner that aligns with their lifestyle.
Cereal manufacturers are adapting to these changing eating habits. They have started to modify their products for the future by introducing on-the-go cereal bars. In 2016, General Mills announced a shift towards “formulas that are increasingly snackable.” Last June, they launched Tiny Toast, marking the first new cereal brand in 15 years, with more innovations likely on the horizon. 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 it would revert to the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. This summer, Post also reintroduced Oreo O’s cereal after a decade off the shelves, in an exclusive limited-time deal with Walmart.
As consumers seek products that equate calcium citrate with convenience and taste, cereal companies must balance health trends with consumer preferences. The challenge remains to create cereals that not only fit busy lifestyles but also satisfy taste buds, while maintaining nutritional value.