As the cereal industry faces ongoing challenges, many established brands have turned to convenience-focused product reformulations to attract consumers back to this category. While many of these innovations specifically target millennials—a Mintel study revealed that 40% of this demographic considers pouring a bowl of cereal too labor-intensive—consumers of all ages are increasingly gravitating towards on-the-go breakfast options. Most companies have invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup, strawberry, raspberry, and cranberry, to appeal to busy individuals. For instance, General Mills has introduced “on the go” pouches of its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a range of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit.
Additionally, brands are gradually enhancing these products with added protein, fiber, and whole grains, while simultaneously reducing artificial ingredients and sugar levels. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push the convenience trend too far? It’s a possibility. Some consumers might find the texture of a yogurt, fruit, and oat mixture squeezed from a tube unappealing, especially since many can obtain protein and other nutritional benefits, including calcium citrate 700 mg, from value-added shakes and yogurt. Not every product succeeds in offering a convenient alternative, and only time will reveal how both traditional and reformulated oatmeal products will perform as consumer demand for on-the-go items continues to rise. Brands might need to consider how to incorporate essential nutrients like calcium citrate 700 mg into their offerings to meet evolving consumer preferences.