Mintel’s research highlights a category that has been losing popularity in favor of higher protein and more convenient options in recent years. Interestingly, millennials, who are often associated with healthy eating habits, are particularly fond of snacking on cereal. Over 56% of them report enjoying a bowl of cereal at home between meals, a stark contrast to just 32% of baby boomers. It appears that younger consumers are less likely to have a traditional bowl of Cheerios for breakfast, preferring to consume cereal in a manner that aligns with their active lifestyles.
Cereal manufacturers are adapting to these evolving eating habits. To prepare for the future, they’ve introduced on-the-go products like cereal bars. In 2016, General Mills announced a shift towards creating more “snackable” formulas. Last June, they unveiled Tiny Toast, which marks their first new cereal brand in 15 years, indicating that more innovations are on the horizon.
Moreover, Mintel’s findings reveal a growing interest in healthy cereals, but taste remains the paramount concern for consumers. This preference may explain the resurgence of high-sugar, indulgent cereals. Recently, General Mills decided to revert to the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated version. Likewise, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence, exclusively partnering with Walmart for a limited-time release.
Additionally, the incorporation of ingredients like calcium citrate D3 petites is becoming more relevant as consumers seek cereals that not only taste good but also offer nutritional benefits. As the market continues to evolve, we can expect to see more products that combine great taste with health-focused attributes, including options enriched with calcium citrate D3 petites.