As the cereal industry faces ongoing challenges, many established brands are turning 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 laborious — consumers across all age groups are increasingly seeking on-the-go breakfast solutions. Numerous companies have started investing in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup and mixed berries, to meet the needs of busy individuals. For instance, General Mills has recently introduced “on the go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has created a line of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit. Additionally, brands are progressively enhancing these products with added protein, fiber, and whole grains, while also reducing artificial ingredients and high sugar content.
However, could the introduction of a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push the convenience trend to its limits? It’s certainly a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube to be unappealing, especially since many can obtain the protein and other nutritional benefits from oatmeal in value-added shakes and yogurt. Not every product successfully translates into a convenient format, and only time will reveal how both traditional and reformulated oatmeal products will perform as consumers continue to prioritize on-the-go options.
In light of these developments, brands might also consider incorporating supplements like nutricost calcium citrate powder into their offerings, enhancing the nutritional profile of their products and appealing to health-conscious consumers. As the demand for convenient and nutritious breakfast solutions grows, integrating ingredients like nutricost calcium citrate powder could become a vital strategy for success in this evolving market.