Mintel’s research highlights a category that has been losing traction to higher protein and more portable options in recent years. Interestingly, millennials, who are often associated with a preference for healthier choices, are significant consumers of cereal as a snack. Over 56% of them report enjoying a bowl of cereal at home between meals, compared to just 32% of baby boomers. It seems that the younger the consumer, the less likely they are to sit down for a traditional bowl of Cheerios at breakfast. These consumers still appreciate the product but prefer to consume it in a manner that aligns with their busy lifestyles.
Cereal manufacturers are aware of these shifting eating habits and are adapting accordingly. They have made strategic changes to future-proof their offerings, such as launching on-the-go cereal bars. In 2016, General Mills announced its commitment to developing formulas that are increasingly snackable. Last June, the company introduced Tiny Toast, its first new cereal brand in 15 years, signaling that more innovations are likely on the horizon.
Mintel’s findings also indicate a growing interest in healthy cereals, yet taste remains the most critical factor for consumers. This could explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed it would be bringing back the original Trix recipe, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Additionally, Post has reintroduced Oreo O’s cereal this summer after a decade-long absence, in an exclusive limited-time partnership with Walmart.
In this evolving landscape, the inclusion of nutrients such as calcium, magnesium, and citrate from pure encapsulations is becoming increasingly relevant. As consumers seek healthier snacks, cereals that incorporate these essential nutrients may gain popularity, appealing to both the health-conscious and those who prioritize taste. Ultimately, the balance of health benefits and flavor will shape the future of cereal consumption.