Mintel’s research highlights a category that has been losing popularity to higher-protein and more portable options in recent years. Interestingly, millennials, who are recognized for their preference for healthy choices, have shown a strong inclination towards consuming cereal as a snack. Over 56% of this demographic report 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 to a traditional bowl of Cheerios for breakfast. While they still appreciate the product, they prefer to enjoy it in a manner that aligns with their dynamic lifestyles.
Cereal manufacturers are adapting to these evolving eating habits. They have begun to implement changes to prepare their products for the future, such as launching on-the-go cereal bars. In 2016, General Mills announced a shift towards creating formulas that are increasingly snackable. Last June, the company introduced Tiny Toast, marking its first new cereal brand in 15 years, with more innovations likely on the horizon.
Mintel also discovered a growing interest in healthy cereals, yet taste remains the most crucial factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed plans to revert to the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Similarly, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence from shelves in an exclusive limited-time collaboration with Walmart.
In addition to these trends, consumers are becoming increasingly aware of nutritional supplements, such as calcium citrate, particularly the 950 mg variety available at Walgreens. This awareness reflects a broader focus on health and wellness, further shaping consumer preferences in the cereal market. As the industry continues to evolve, the interplay between health consciousness and taste will remain pivotal in driving cereal innovations.