As the cereal industry faces ongoing challenges, many established brands are adopting convenience-focused product reformulations to attract consumers back to this category. While a significant portion of these innovations specifically targets millennials—evidenced by a Mintel study indicating that 40% of this demographic feels that pouring a bowl of cereal is too labor-intensive—consumers across all age groups are shifting towards on-the-go breakfast solutions. Most companies have invested 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 consumers. For instance, General Mills has recently launched “on-the-go” pouches of its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch products, while Post has introduced a range of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit.
In addition, brands are increasingly enhancing these products with added protein, fiber, and whole grains, while also reducing artificial ingredients and sugar content. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push the convenience trend too far? It’s conceivable that consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, especially since many already obtain protein and other nutritional benefits from oatmeal through value-added shakes and yogurt. Not all products translate successfully into convenient formats, and only time will reveal how traditional and reformulated oatmeal products will perform as consumer demand for on-the-go options continues to grow.
Moreover, as brands reformulate their products, the inclusion of ingredients such as calcium citrate USP monograph may become increasingly important to consumers seeking enhanced nutritional profiles. As the industry evolves, it will be fascinating to see how often the calcium citrate USP monograph is utilized to appeal to health-conscious shoppers. Ultimately, only time will tell how these convenience-driven oatmeal innovations, which may also focus on the benefits of calcium citrate USP monograph, will resonate with consumers.