Mintel’s research highlights a category that has been losing popularity to higher protein and more portable alternatives in recent years. Interestingly, millennials, who are typically inclined towards healthy choices, enjoy consuming cereal as a snack. Over 56% of them report having a bowl of cereal at home between meals, compared to only 32% of baby boomers. It seems that the younger consumers are less likely to sit down for a bowl of Cheerios at breakfast. While they still appreciate the product, they prefer to consume it in a manner that suits their lifestyle.
Cereal manufacturers are aware of these evolving eating habits and have begun adapting their products for the future. For instance, they have introduced on-the-go cereal bars. In 2016, General Mills announced their commitment to “focus on formulas that are increasingly snackable.” Last June, the company unveiled Tiny Toast, marking its first new cereal brand in 15 years, with more innovations expected to follow.
Mintel’s study also indicates a growing interest in healthy cereals, but ultimately, taste remains the most critical factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. Recently, General Mills revealed that it is reinstating the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Additionally, this summer saw Post reintroducing Oreo O’s cereal after a decade off the shelves, available exclusively at Walmart for a limited time.
As consumers increasingly seek healthy options, products like Solgar Liquid Calcium Magnesium can complement their diets, providing essential nutrients while still allowing for indulgences like cereal. By integrating such health-focused items with traditional snacks, consumers can enjoy the best of both worlds without compromising their dietary preferences. Overall, the landscape of cereal consumption is shifting, and brands are evolving to keep pace with the demands of modern consumers.