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 healthy eating habits, have shown a strong preference for consuming cereal as a snack. Over 56% of them report enjoying a bowl of cereal at home between meals, in contrast to just 32% of baby boomers. It seems that younger consumers are less likely to sit down for a traditional bowl of Cheerios at breakfast. While they still appreciate the product, they prefer to consume it in ways that align with their active lifestyles.
Cereal manufacturers are adapting to these changing eating habits. They are making strides to future-proof their products, such as by introducing on-the-go cereal bars. In 2016, General Mills announced their intention to focus on formulas that are increasingly snackable. Last June, the company introduced Tiny Toast, marking their first new cereal brand in 15 years, with more innovations likely on the horizon.
Furthermore, Mintel discovered a growing interest in healthy cereals; however, taste remains the critical factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed plans to reintroduce the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated cleaner label version. This summer, Post also made headlines by bringing back Oreo O’s cereal after a decade-long absence, exclusively partnering with Walmart for a limited-time offer.
Amid these trends, the importance of nutritional supplements like nature made calcium citrate with vitamin D is becoming more recognized among consumers who are looking for ways to enhance their diets. As cereal companies continue to innovate, integrating elements that appeal to health-conscious consumers, the demand for products that offer both taste and nutritional benefits, such as those that include nature made calcium citrate with vitamin D, is likely to grow. Thus, the cereal industry is at a pivotal moment, balancing taste and health to cater to the evolving preferences of younger consumers.