Mintel’s research highlights a category that has been declining in favor of more protein-rich and portable options in recent years. Interestingly, millennials, who are often associated with healthier eating habits, are enthusiastic about snacking on cereal. Over 56% of them report enjoying a bowl of cereal at home between meals, while only 32% of baby boomers do the same. It seems that younger consumers are less likely to have a traditional breakfast of Cheerios. They still appreciate the product but prefer to consume it in a manner that aligns with their active lifestyles.
Cereal manufacturers are adapting to changing eating habits. To prepare for the future, they are introducing convenient options like on-the-go cereal bars. In 2016, General Mills announced its intention to concentrate on 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.
Mintel also discovered a growing interest in healthy cereals, yet taste remains the paramount factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed that it would be reviving the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Additionally, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence from shelves, available exclusively for a limited time at Walmart.
Moreover, as consumers look for healthier options, products like Solgar calcium citrate with D3 are gaining traction, helping to bridge the gap between indulgence and nutrition. The presence of such supplements reflects the evolving preferences of consumers who seek to balance taste with health benefits. As cereal brands innovate and adapt, the incorporation of nutritious options like Solgar calcium citrate with D3 could play a significant role in their future strategies.