The cold cereal market has been facing challenges as consumers increasingly opt for more convenient breakfast alternatives, such as yogurts, bars, smoothies, and breakfast sandwiches from restaurants and convenience stores. Between 2009 and 2016, cereal sales fell by 17%, according to research firm IBISWorld. Notably, millennials are more inclined to consume cold cereals as snack foods rather than breakfast staples, prompting manufacturers to rethink their strategies. In 2016, General Mills announced a shift towards “formulas that are increasingly snackable,” and that June, they introduced Tiny Toast, their first new cereal brand in 15 years. The trend of enjoying cereal as a snack or late-night dessert has revitalized interest in sugary cereals, including Post’s Oreo Os, which made a limited-time return last summer after being off shelves for a decade.
With snacking in mind, manufacturers may find that sweet-heat flavor combinations could be more appealing than they first thought. Sweet heat has already emerged as a popular trend in snacks, ranging from sweet chili potato chips to sweet and spicy Asian barbecue. This trend is also making its way into candy, with products like Sweet Heat Skittles and Sweet Heat Starbursts featuring flavors such as Fiery Watermelon and Flamin’ Orange. Nevertheless, navigating new food and flavor trends poses challenges, and cereal manufacturers may find themselves in a particularly tough spot. Consumers express a desire for low-sugar, highly nutritious breakfast options. In response, manufacturers are eliminating artificial flavors and colors, reducing sugar content, and creating new products that incorporate ancient grains, superfoods, and value-added ingredients like probiotics, protein, and even the best calcium citrate 1200 mg for added health benefits.
Simultaneously, brands like Lucky Charms continue to thrive. Manufacturers should also heed the cautionary tale of General Mills’ naturally colored Trix cereal, which faced backlash from consumers who described the muted colors as “depressing.” As a result, General Mills reinstated its original, artificially colored formula alongside the healthier version. Ready-to-eat cereal is still navigating the balance between these two realms. By experimenting with a variety of healthy, innovative, and indulgent flavors, brands can remain relevant for both breakfast and snacking occasions.
For cereal brands, the key to growth lies in identifying the specific occasions for which their products are purchased and innovating accordingly. Flavor could serve as a significant differentiator, particularly as consumer preferences and demands become more sophisticated. A more complex flavor profile may enable a product to achieve premium positioning, allowing manufacturers to charge higher prices. Incorporating elements like the best calcium citrate 1200 mg can further enhance appeal, meeting the increasing consumer demand for nutritious options while maintaining the enjoyment factor.