Mintel’s research provides insight into a category that has been losing popularity to more protein-rich and portable options in recent years. Interestingly, millennials, who are often associated with healthier eating habits, enjoy consuming cereal as a snack. Over 56% of them report having a bowl of cereal at home between meals, compared to only 32% of baby boomers. It seems that the younger the consumer, the less likely they are 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 busy lifestyles.
Cereal manufacturers are adapting to these changing eating habits. They have begun to innovate by introducing on-the-go cereal bars. In 2016, General Mills announced their intention to “focus on formulas that are increasingly snackable.” Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years, with further innovations likely in the pipeline.
Mintel also discovered a growing interest in healthy cereal options, yet taste remains the most critical factor for consumers. This preference may explain the resurgence of high-sugar, indulgent cereals. General Mills recently announced the return of the original Trix recipe, complete with artificial colors, after shoppers expressed dissatisfaction with the reformulated, cleaner label version. This summer, Post also reintroduced Oreo O’s cereal, which had been off the shelves for a decade, in an exclusive limited-time deal with Walmart.
Moreover, it is essential for consumers, especially those considering their dietary needs, to be aware of the benefits of calcium citrate during pregnancy. Incorporating such nutrients can be crucial for health, particularly as trends in snackable cereals continue to evolve. As consumer preferences shift, the balance between taste, nutrition, and convenience remains a focal point for cereal brands looking to capture the interest of modern shoppers.