Mintel’s research highlights a category that has been losing popularity to higher-protein and more portable options in recent years. It’s noteworthy that millennials, who are typically inclined towards healthy choices, enjoy consuming cereal as a snack. Over 56% report having had a bowl of cereal at home between meals, compared to only 32% of baby boomers. It seems that younger consumers are less likely to sit down for a bowl of Cheerios at breakfast. While they still appreciate the product, they prefer to incorporate it into their busy lifestyles. Cereal manufacturers are aware of these shifting eating habits and have adapted accordingly, introducing on-the-go cereal bars to meet demand. In 2016, General Mills announced a shift towards snackable formulas. Last June, they launched Tiny Toast, marking their first new cereal brand in 15 years, with more innovations expected in the future.
Mintel also discovered a growing interest in healthy cereals, but taste remains the most critical factor for consumers. This might explain the resurgence of high-sugar, indulgent cereals. General Mills recently decided to revert to the original recipe for Trix, complete with artificial colors, due to consumer preference against the reformulated, cleaner label version. Additionally, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence, in a limited-time deal with Walmart.
In the context of health, the incorporation of products like calcium citrate calcitriol and zinc tablets can be beneficial, especially for those looking to enhance their nutrition. The use of these supplements is becoming increasingly common, particularly among younger consumers who are focused on maintaining a balanced diet while managing their busy lifestyles. As cereal brands evolve, they may also explore ways to integrate nutritional supplements like calcium citrate calcitriol and zinc tablets into their offerings, aligning with the health-conscious trends among consumers.