As the market for iron supplements, particularly ferric pyrophosphate hydrate and ferrous fumarate iron, faces challenges, many established brands have turned to convenient product reformulations to attract consumers back to this segment. A Mintel study indicates that 40% of millennials feel that preparing a bowl of cereal is too labor-intensive; however, this trend towards on-the-go breakfast solutions is being embraced by consumers of all ages. In response, companies are investing in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup and mixed berries, to meet the needs of busy individuals.
For instance, General Mills recently introduced “on-the-go” pouches of its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has released a line of breakfast products infused with calcium citrate, including a variety of shakes and Honey Bunches of Oats-infused breakfast biscuits. Additionally, brands are increasingly formulating these items with added protein, fiber, and whole grains, while also phasing out artificial ingredients and excessive sugar content.
However, could a squeezable oatmeal pouch, like Quaker’s Oat Squeeze, push the convenience trend too far? It’s a possibility. Some consumers may find the texture of a yogurt, fruit, and oat mixture squeezed from a tube unappealing, especially since they can obtain the nutritional benefits of oatmeal, including calcium citrate, from value-added shakes and yogurts. Not every product can achieve success through convenience, and only time will reveal how traditional and reformulated oatmeal options will perform as the demand for portable products continues to grow.