As the cereal industry faces ongoing challenges, numerous established brands have turned to convenient product reformulations to attract consumers back to the segment. While many of these innovations are aimed specifically at millennials—who, according to a Mintel study, believe that pouring a bowl of cereal is too labor-intensive—consumers of all age groups are increasingly seeking on-the-go breakfast options.
Most companies have invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup, strawberry, raspberry, and cranberry, to meet the needs of busy consumers. For instance, General Mills has recently introduced “on-the-go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a line of breakfast shakes and breakfast biscuits infused with Honey Bunches of Oats. Additionally, brands are progressively formulating these products with enhanced protein, fiber, and whole grains while eliminating artificial ingredients and reducing sugar content.
However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, especially since many can obtain protein and other nutritional benefits from oatmeal in value-added shakes and yogurt. Not every convenience-focused product has been successful, and only time will reveal how both traditional and reformulated oatmeal products will perform as consumers continue to seek on-the-go solutions. Furthermore, incorporating options like calcium citrate oral tablets could provide an additional nutritional boost that consumers are looking for in their fast breakfast choices.