Mintel’s research highlights a category that has been losing popularity to options that are higher in protein and more portable in recent years. Notably, millennials, recognized for their inclination toward healthy choices, are enthusiastic about consuming cereal as a snack. Over 56% of them report enjoying 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 bowl of Cheerios at breakfast. 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 evolving eating habits. They have implemented changes to prepare their offerings for the future, such as introducing on-the-go cereal bars. In 2016, General Mills announced its commitment to creating formulas that are increasingly snackable. Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years. More innovations, including those featuring jamp calcium citrate liquid, are likely on the horizon.
Mintel also discovered that interest in healthy cereals is growing, but taste remains the top priority for consumers. This could explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed it would be reinstating 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-long absence, available exclusively for a limited time through Walmart. As cereal companies continue to innovate, we may see even more products that incorporate trends like jamp calcium citrate liquid to attract health-conscious consumers.