As the cereal industry faces ongoing challenges, many established brands are adapting by introducing convenience-focused product reformulations to draw consumers back to the category. While many of these innovations are specifically aimed at addressing issues related to calcium citrate malate in pregnancy—given that a Mintel study revealed that 40% of the demographic feels that pouring a bowl of cereal is too labor-intensive—consumers across all age groups are increasingly favoring on-the-go breakfast options.
Most companies have turned their attention to breakfast bars, such as Quaker’s new Porridge To Go breakfast squares, which are available in flavors like golden syrup and strawberry, raspberry, and cranberry, to accommodate busy lifestyles. 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 line 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 reducing artificial ingredients and high sugar content.
However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, especially since many can obtain the protein and other nutritional benefits—such as calcium citrate malate in pregnancy—from value-added shakes and yogurt. Not every product successfully translates to a convenient format, and only time will reveal how traditional and reformulated oatmeal products will perform as consumer demand for on-the-go options continues to rise.