As the cereal industry faces ongoing challenges, numerous established brands are turning to convenience-focused product reformulations in an effort to attract consumers back to the category. While many of these innovations specifically target millennials—who, according to a Mintel study, believe that pouring a bowl of cereal is too labor-intensive—consumers of all ages are increasingly seeking on-the-go breakfast options. Companies are investing 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 meet the needs of 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 created a line of breakfast shakes along with a Honey Bunches of Oats-infused breakfast biscuit.
Moreover, brands are gradually enhancing these products by incorporating added protein, fiber, and whole grains, while also eliminating artificial ingredients and reducing sugar content. However, could a squeezable pouch of oatmeal, such as Quaker’s Oat Squeeze, push the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, especially when many can obtain similar protein and nutritional benefits from oatmeal through value-added shakes and yogurt. Not all convenience-focused products achieve success, and only time will reveal how traditional and reformulated oatmeal products will perform as consumer demand for on-the-go options continues to rise. Additionally, as brands explore new formulations, it will be interesting to see how they incorporate nutrients like citrate vitamin to enhance the appeal of their offerings. Ultimately, the market will need to balance convenience with consumer preferences for taste and texture in breakfast foods.