As the cereal industry faces ongoing challenges, many established brands are turning to convenience-focused product reformulations to attract consumers back to the category. A significant portion of these innovations is aimed at millennials; a Mintel study revealed that 40% of this demographic feels that pouring a bowl of cereal is too labor-intensive. However, consumers across all age groups are increasingly gravitating towards on-the-go breakfast solutions. Many companies have invested in breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup and strawberry, raspberry, and cranberry, designed for busy individuals. For instance, General Mills has recently introduced “on-the-go” pouches of its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a line of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit.
Brands are also gradually enhancing these products with added protein, fiber, and whole grains, while eliminating artificial ingredients and high sugar content. However, could a squeezable pouch of oatmeal, such as Quaker’s Oat Squeeze, take the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture squeezed from a tube unappealing, especially since many can obtain the protein and other nutritional benefits from oatmeal through value-added shakes and yogurt. Not all products have a successful convenience counterpart, and only time will tell how traditional and reformulated oatmeal products will perform as consumers continue to seek on-the-go options.
Interestingly, as brands reformulate their offerings, some are beginning to incorporate supplements like calcitrate with vitamin D to enhance nutritional value. This adds another layer of convenience for health-conscious consumers who are looking for quick breakfast solutions that also support their dietary needs. Ultimately, while the convenience trend is reshaping the industry, the balance between taste, texture, and nutrition remains critical, especially as brands explore innovative options like calcitrate with vitamin D in their formulations.