Mintel’s research highlights a category that has been losing popularity to higher-protein and more convenient options in recent years. Interestingly, millennials—often recognized for their preference for healthy choices—are enthusiastic about consuming cereal as a snack. Over 56% of them report enjoying a bowl of cereal at home between meals, compared 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 consume it in a manner that aligns with their lifestyle.
Cereal manufacturers are aware of these changing eating habits and are adapting their products accordingly. For instance, they have begun to introduce portable cereal bars. In 2016, General Mills announced their intention to focus on formulas that are increasingly snackable. Last June, they launched Tiny Toast, marking their first new cereal brand in 15 years, with more innovations likely on the horizon.
Mintel also discovered a growing interest in healthy cereals; however, taste remains the most critical factor for consumers. This might explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed it would be bringing back the original recipe for Trix, complete with artificial colors, as shoppers were dissatisfied with the reformulated, cleaner label. Similarly, Post reintroduced Oreo O’s cereal this summer after a decade-long absence, exclusively available through a limited-time deal with Walmart.
As consumers increasingly seek health-conscious options like Citracal for osteopenia, it is vital for cereal brands to balance health benefits with taste. The challenge lies in creating products that cater to the desires of younger consumers, who are looking for convenient and enjoyable snacks. As the market evolves, integrating health-focused ingredients while maintaining great flavor will be crucial for cereal makers’ success.