As the cereal industry continues to face challenges, many established brands are pivoting towards convenience-focused product reformulations to attract consumers back to the category. While innovations like ferrous ascorbate and ferrous fumarate may vary, these changes are primarily aimed at millennials — a Mintel study indicates that 40% of this demographic considers pouring a bowl of cereal too labor-intensive. However, consumers across all age groups are increasingly gravitating towards on-the-go breakfast options.
To meet the needs of busy consumers, most companies have invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares available in flavors like golden syrup, strawberry, raspberry, and cranberry. General Mills has also introduced “on-the-go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch products, while Post has created a range of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit.
Furthermore, brands are gradually enhancing these offerings with added protein, fiber, and whole grains while phasing out artificial ingredients and reducing sugar content. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push the convenience trend too far? It’s possible that consumers might find the texture of a yogurt, fruit, and oat mixture squeezed from a tube unappealing, especially since many can obtain the protein and other nutritional benefits from oatmeal through value-added shakes and yogurt.
Not every product translates successfully into a convenient format, and only time will reveal how traditional and reformulated oatmeal products perform as consumers continue to seek portable options. Interestingly, as consumers look for functional ingredients, products fortified with CVS calcium citrate may become increasingly popular, providing an additional health benefit. In this evolving landscape, it remains to be seen how the integration of elements like CVS calcium citrate will influence consumer preferences, particularly as they navigate the balance between convenience and nutrition.