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 revealing that 40% of this demographic finds pouring a bowl of cereal too labor-intensive—people of all ages are increasingly leaning towards convenient breakfast options. To meet the demands of busy consumers, 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. For instance, General Mills has recently introduced “on-the-go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch lines, while Post has created a range of breakfast shakes and a new breakfast biscuit infused with Honey Bunches of Oats.
Brands are also progressively enhancing these products with added protein, fiber, and whole grains, while phasing out artificial ingredients and reducing sugar levels. However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, take the convenience trend too far? It’s a possibility. Consumers might find the texture of a mixture of yogurt, fruit, and oats squeezed from a tube unappealing, especially since many can obtain the protein and other nutritional benefits, like calcium citrate, from value-added shakes and yogurt. Not every product successfully transitions to a convenient format, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to seek on-the-go solutions. Additionally, for those dealing with conditions like lichen sclerosus, finding suitable breakfast options that are both convenient and nutritious will remain a priority. Ultimately, while convenience remains key, the success of these innovations will depend on their reception by consumers who are discerning about taste and nutritional value.