As the cereal industry faces ongoing challenges, numerous established brands have turned to convenience-focused product reformulations to attract consumers back to their offerings. Many of these innovations are aimed particularly at millennials; a Mintel study revealed that 40% of this demographic finds pouring a bowl of cereal too labor-intensive. However, consumers across all age groups are increasingly gravitating towards on-the-go breakfast options.
Most companies have begun to invest in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup, strawberry, raspberry, and cranberry, to meet the needs of busy individuals. For instance, General Mills has recently introduced “on the go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a range of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit. In addition, brands are progressively enhancing these products with added protein, fiber, and whole grains, while also reducing artificial ingredients and sugar content.
However, could a squeezable pouch of oatmeal, similar to Quaker’s Oat Squeeze, take the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture squeezed from a tube unappealing, particularly since many can obtain the protein and other nutritional benefits from oatmeal through value-added shakes and yogurt. Not every product translates into a successful convenience alternative, and only time will reveal how both traditional and reformulated oatmeal products will perform as consumers continue to seek on-the-go solutions.
Moreover, as consumers explore additional convenient options, products like calcium citrate chews from Costco are gaining traction. These chews serve as an easy way to enhance dietary intake without the hassle of traditional supplements. As the demand for convenience products grows, the market may see an increase in similar offerings, including those that cater to nutritional needs while remaining accessible to all consumers.