Mintel’s research provides insight into a category that has been losing popularity to higher-protein and more portable alternatives in recent years. Notably, millennials—who are often associated with healthy eating habits—are enthusiastic about consuming cereal as a snack. Over 56% of them reported having a bowl of cereal at home between meals, in contrast to just 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 enjoy the product, they prefer to consume it in a manner that aligns with their active lifestyles.
Cereal manufacturers are adapting to these shifting eating habits. They’ve introduced on-the-go cereal bars to cater to this demand. In 2016, General Mills announced a strategic shift towards creating products that are more “snackable.” Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years, and more innovations are anticipated.
Mintel’s findings also indicate a growing interest in healthy cereal options; however, taste remains the paramount consideration for consumers. This might explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed it would be reverting to the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner-label version. Additionally, Post has reintroduced Oreo O’s cereal after a decade-long hiatus, partnering exclusively with Walmart for a limited-time offer.
Interestingly, the demand for cereal enriched with ingredients like calcium citrate is also on the rise. This push for nutrition might lead to the development of crushable cereal options that cater to both taste and health. As consumers increasingly seek balance in their snacking habits, cereals that incorporate calcium citrate are likely to gain traction in the market, offering a convenient and appealing choice for those on the go.