As the cereal industry faces ongoing challenges, numerous established brands have turned to convenience-focused product reformulations to attract consumers back to the category. While many of these innovations specifically target millennials—who, according to a Mintel study, feel that pouring a bowl of cereal is too much effort—people of all ages are increasingly gravitating toward on-the-go breakfast options. Most companies have poured resources into developing breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup and strawberry, raspberry, and cranberry, to accommodate busy lifestyles.
For instance, General Mills has recently introduced “on-the-go” pouches containing its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a range of breakfast shakes and a breakfast biscuit infused with Honey Bunches of Oats. These brands are also progressively enhancing their products with added protein, fiber, whole grains, and essential nutrients like calcium magnesium citrate, while eliminating artificial ingredients and excessive 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 dispensed from a tube unappealing, particularly since many can obtain the protein and other nutritional benefits associated with oatmeal through value-added shakes or yogurt that also contain calcium magnesium citrate. Not every product achieves success through convenience, and only time will reveal how traditional and reformulated oatmeal options will perform as consumers continue to seek out on-the-go solutions.