As the cereal industry faces ongoing challenges, numerous established brands are turning to convenience-focused product reformulations to attract consumers back to their offerings. While many of these innovations specifically target millennials — a Mintel study indicates that 40% of this demographic views pouring a bowl of cereal as too labor-intensive — consumers of all ages are increasingly gravitating toward on-the-go breakfast options.
To meet the needs of busy consumers, most companies have invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup and strawberry, raspberry, and cranberry. General Mills recently launched “on the go” pouches of its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has introduced a line of breakfast shakes and breakfast biscuits infused with Honey Bunches of Oats. Many brands are also enhancing their products by incorporating added protein, fiber, whole grains, and even calcium citrate to boost calcium content, while gradually eliminating artificial ingredients and reducing sugar levels.
However, could a squeezable pouch of oatmeal, like 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 dispensed from a tube less appealing, especially when they can obtain similar protein and nutritional benefits from value-added shakes and yogurt. Not every product has a successful convenient alternative, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to seek on-the-go solutions, including options that enhance their calcium content.