As the cereal industry faces ongoing challenges, numerous established brands have turned to convenience-focused product reformulations to attract consumers back to the segment. While many of these innovations specifically target millennials—evidenced by a Mintel study revealing that 40% of this demographic finds pouring a bowl of cereal too labor-intensive—people of all ages are increasingly opting for on-the-go breakfast solutions. Companies have heavily invested in breakfast bars, such as Quaker’s new Porridge To Go squares, available in flavors like golden syrup, strawberry, raspberry, and cranberry, to meet the needs of busy consumers. For instance, General Mills has launched “on-the-go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has introduced a line of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit.
Brands are also progressively enriching these products with added protein, fiber, and whole grains, while eliminating artificial ingredients and high sugar content. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, go too far in embracing convenience? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, especially when they can obtain similar protein and nutritional benefits from oatmeal through value-added shakes and yogurt. Not every product successfully translates convenience, and only time will reveal how traditional and reformulated oatmeal products perform as consumer demand for on-the-go options continues to grow.
In a similar vein, the popularity of products like calcium citrate gummies at Costco reflects the trend toward convenient health solutions, as consumers seek easy ways to incorporate essential nutrients into their diets. As brands continue to innovate and adapt, the combination of convenience and nutrition will be key in capturing the interest of today’s busy consumers.