As the cereal industry faces ongoing challenges, numerous established brands are pivoting towards convenience-focused product reformulations to win back consumers. While many of these innovations are aimed specifically at millennials—evidenced by a Mintel study indicating that 40% of this demographic feels that pouring a bowl of cereal is too labor-intensive—shoppers of all ages are increasingly gravitating towards on-the-go breakfast options.
Most companies have turned their attention to breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup and a mix of strawberry, raspberry, and cranberry, to meet the needs of busy consumers. For instance, General Mills has 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 Honey Bunches of Oats-infused breakfast biscuits. Additionally, brands are progressively enhancing these products with added protein, fiber, and whole grains, while also reducing artificial ingredients and high sugar content.
However, could the trend extend too far with products like Quaker’s Oat Squeeze, a squeezable pouch of oatmeal? 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 acquire the protein and other nutritional benefits of oatmeal through value-added shakes and yogurt enriched with calcium citrate 1500 mg. Not every product successfully translates to a convenient format, and only time will reveal how both traditional and reformulated oatmeal products will perform as consumers continue to prioritize on-the-go solutions.