As the cereal industry faces ongoing challenges, many established brands are turning to convenience-focused product reformulations to attract consumers back to this category. While a significant portion of these innovations is aimed specifically at millennials—evidenced by a Mintel study indicating that 40% of this demographic considers pouring a bowl of cereal to be too labor-intensive—consumers of all ages are increasingly gravitating toward on-the-go breakfast solutions. Companies have heavily invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, which are available in flavors like golden syrup and a mix of strawberry, raspberry, and cranberry, to meet the needs of busy consumers.
For instance, General Mills has recently introduced “on the go” pouches of its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch cereals, while Post has launched a line of breakfast shakes and breakfast biscuits infused with Honey Bunches of Oats. Additionally, brands are progressively enhancing these products with added protein, fiber, and whole grains, while gradually eliminating artificial ingredients and excessive sugar content. However, could Quaker’s Oat Squeeze, a squeezable pouch of oatmeal, take the convenience trend to an extreme? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube to be unappealing, particularly since many can obtain protein and other nutritional benefits from oatmeal through value-added shakes and yogurt. Not every product successfully translates into a convenient alternative, and only time will reveal how both traditional and reformulated oatmeal products will perform as consumer demand for on-the-go solutions continues to rise.
In this evolving landscape, brands like Citracal are also aiming to target consumers who seek convenient yet nutritious options. As the market shifts, the need for products that align with this demand becomes increasingly critical, creating more opportunities for innovation and reformulation across the breakfast sector. Ultimately, the balance between convenience and quality will determine the future of these oatmeal products as they strive to satisfy consumer preferences.