As the cereal industry faces ongoing challenges, numerous established brands are adopting convenience-focused product reformulations to attract consumers back to this category. While many of these innovations are aimed specifically at millennials—evidenced by a Mintel study indicating that 40% of this demographic finds pouring a bowl of cereal too labor-intensive—consumers of all ages are increasingly gravitating toward on-the-go breakfast solutions.
Most companies have invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup, strawberry, raspberry, and cranberry, to meet the needs of busy consumers. For instance, General Mills has recently introduced “on the go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch products, while Post has launched a line of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit. Additionally, brands are progressively formulating these products with enhancements like calcium citrate plus vitamin D3, protein, fiber, and whole grains, while phasing out artificial ingredients and excessive sugar.
However, could a squeezable pouch of oatmeal, such as Quaker’s Oat Squeeze, push the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture squeezed from a tube unappealing, particularly since they can obtain protein and other nutritional benefits from oatmeal in value-added shakes and yogurt that also contain calcium citrate plus vitamin D3. Not every product successfully translates to a convenient format, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to seek on-the-go options.