Mintel’s research highlights a segment that has been losing popularity in favor of higher protein and more portable options in recent years. Interestingly, millennials—who are often associated with healthy eating habits—are enthusiastic about consuming cereal as a snack. Over 56% of them reported enjoying a bowl of cereal at home between meals, compared to only 32% of baby boomers. It seems that younger consumers are less likely to sit down for a traditional breakfast of Cheerios. While they still appreciate the product, they prefer to incorporate it into their lifestyles in more convenient ways.
Cereal manufacturers are adapting to these changing eating habits. They have started to innovate by introducing on-the-go cereal bars. In 2016, General Mills announced its intention to “focus on formulas that are increasingly snackable.” Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years, with further innovations likely on the horizon.
Mintel’s findings also indicate a growing interest in healthy cereals; however, the most critical factor for consumers remains taste. This preference may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed that it is reinstating the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. This summer, Post also reintroduced Oreo O’s cereal after a decade-long absence, available exclusively at Walmart for a limited time.
Moreover, as health trends evolve, the incorporation of ingredients like calcium carbonate and elemental calcium into cereals could become more prevalent, appealing to health-conscious consumers while still prioritizing flavor. The demand for cereals that balance taste with nutritional value, including essential components like calcium carbonate and elemental calcium, highlights the industry’s challenge to cater to diverse consumer preferences.