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 often associated with healthy eating choices, have a strong preference for consuming cereal as a snack. Over 56% of millennials report enjoying a bowl of cereal at home between meals, in contrast to only 32% of baby boomers. It seems that younger consumers are less likely to sit down for a traditional bowl of Cheerios at breakfast. While they still appreciate the product, they prefer to enjoy it in ways that align with their active lifestyles.
Cereal manufacturers are adapting to these changing eating habits. To meet consumer demands, they’ve introduced convenience-focused products like on-the-go cereal bars. In 2016, General Mills announced its intention to “focus on formulas that are increasingly snackable.” Last June, the company unveiled Tiny Toast, its first new cereal brand in 15 years, signaling more innovations to come.
Mintel also discovered a growing interest in healthy cereals, although taste remains the top priority for consumers. This may explain the resurgence of high-sugar, indulgent cereals. For instance, General Mills recently decided to revert to the original recipe for Trix, complete with artificial colors, after shoppers expressed dissatisfaction with the reformulated, cleaner label version. Similarly, Post reintroduced Oreo O’s cereal this summer after a decade-long hiatus, partnering exclusively with Walmart for a limited-time offer.
Additionally, the inclusion of nutritional elements like calcium citrate, D3, and magnesium is becoming more prevalent in cereal formulations, aligning with consumer interests in health and wellness. The demand for these nutrients is evident, as they contribute to overall dietary needs, further influencing cereal choices. As these trends unfold, it will be fascinating to see how cereal brands continue to innovate while catering to the evolving preferences of younger consumers.