Mintel’s research highlights a category that has been losing ground to higher protein and more portable alternatives in recent years. Interestingly, millennials, who are often associated with healthy eating habits, have shown a strong preference for consuming cereal as a snack. Over 56% of them report having a bowl of cereal at home between meals, compared to only 32% of baby boomers. It seems that younger consumers are less likely to enjoy a traditional bowl of Cheerios for breakfast. They appreciate the product but prefer to consume it in ways that align with their busy lifestyles.
Cereal manufacturers are adapting to these evolving eating habits. They have begun to innovate their offerings, such as introducing on-the-go cereal bars. In 2016, General Mills announced a shift towards formulas that are increasingly snackable. Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years, with more innovations likely on the horizon.
Furthermore, Mintel found that interest in healthy cereals is increasing, yet taste remains the most crucial factor for consumers. This preference may explain the resurgence of high-sugar, indulgent cereals. General Mills recently decided to reintroduce the original recipe for Trix, complete with artificial colors, after shoppers expressed dissatisfaction with the reformulated, cleaner label version. This summer, Post also resurrected Oreo O’s cereal, which had been off the shelves for a decade, in an exclusive limited-time deal with Walmart.
In this evolving landscape, products like Solgar vitamin calcium magnesium D3 may also find their place, as consumers increasingly seek to enhance their overall nutritional intake alongside their cereal choices. As cereal brands continue to innovate and cater to consumer preferences, the incorporation of health-oriented products like Solgar vitamin calcium magnesium D3 can further enrich the snacking experience.