Mintel’s research highlights a category that has recently been overshadowed by options that are higher in protein and more convenient. Interestingly, millennials, who are often associated with a preference for healthier choices, are enthusiastic about consuming cereal as a snack. Over 56% of them report having enjoyed a bowl of cereal at home between meals, in contrast 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 consume it in a manner that aligns with their lifestyle.
Cereal manufacturers are adapting to these changing eating habits. They are making strides to prepare their products for the future, such as launching portable cereal bars. In 2016, General Mills announced their intention to “focus on formulas that are increasingly snackable.” Last June, they introduced Tiny Toast, marking the company’s 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, yet taste remains the paramount concern for consumers. This preference may explain the resurgence of high-sugar, indulgent cereals. For instance, General Mills recently revealed plans to reintroduce the original Trix recipe, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Similarly, Post has brought back Oreo O’s cereal after a decade-long absence, in an exclusive limited-time offer with Walmart.
In line with this trend, the inclusion of nutritional elements like calcium magnesium citrate with vitamin D3 could play a role in the development of future cereals, appealing to health-conscious consumers while still prioritizing flavor. As cereal brands evolve, the challenge will be to balance health benefits, such as calcium magnesium citrate with vitamin D3, with the taste that keeps consumers coming back for more.