Mintel’s research highlights a category that has been losing popularity to options that are higher in protein and more convenient in recent years. Interestingly, millennials, who are often associated with a preference for healthy choices, are enthusiastic about consuming cereal as a snack. Over 56% of them report eating cereal at home between meals, in contrast to only 32% of baby boomers. It seems that younger consumers are less likely to enjoy a bowl of Cheerios for breakfast. While they still appreciate the product, they prefer to consume it in ways that align with their lifestyles.
Cereal manufacturers are aware of these shifting eating habits and have made adjustments to their products for the future, such as launching on-the-go cereal bars. In 2016, General Mills announced a focus on “formulas that are increasingly snackable.” Last June, the company introduced Tiny Toast, marking its first new cereal brand in 15 years, with more innovations expected to follow.
Furthermore, Mintel discovered that interest in healthy cereals is increasing; however, taste remains the most significant factor for consumers. This preference may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed that it would be reinstating the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Additionally, this summer saw Post reintroducing Oreo O’s cereal after a decade-long absence, available exclusively for a limited time at Walmart.
As consumers seek to complement their diets, it raises the question of which calcium supplement has calcium citrate, a consideration that may also influence cereal choices. In a market where taste and lifestyle preferences are paramount, cereal brands must adapt to meet consumer demands while also considering nutritional supplements that support overall health, including options like calcium citrate, which can provide essential nutrients alongside their products.