Mintel’s research highlights a category that has been losing traction to higher-protein and more portable options in recent years. Interestingly, millennials, who are recognized for their preference for healthy choices, enjoy snacking on cereal. Over 56% of them report having eaten a bowl of cereal at home between meals, in contrast to only 32% of baby boomers. It seems that younger consumers are less likely to sit down for a traditional bowl of Cheerios at breakfast. While they still appreciate the product, they prefer to consume it in a manner that aligns with their lifestyle.
Cereal manufacturers are adapting to these evolving eating habits. They have started making adjustments to prepare their products for the future, such as introducing on-the-go cereal bars. In 2016, General Mills announced its intention to “focus on formulas that are increasingly snackable.” Last June, the company launched Tiny Toast, its first new cereal brand in 15 years, indicating that more innovations are likely on the horizon.
Additionally, Mintel found that interest in healthy cereal is growing, but ultimately, taste remains the most critical factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed it would reintroduce the original recipe for Trix, complete with artificial colors, because shoppers preferred it over the reformulated, cleaner label version. This summer, Post also brought back Oreo O’s cereal after a decade-long absence from store shelves, in an exclusive limited-time deal with Walmart.
As cereal companies look to the future, the introduction of products like the Eldecal CCM tablet may bridge the gap between health-conscious consumers and their desire for enjoyable taste. The industry’s focus on both snackability and flavor will likely continue to shape the landscape of cereal consumption.