Mintel’s research highlights a category that has been losing market share to more protein-rich and convenient options in recent years. Interestingly, millennials, who are often associated with healthy eating habits, are keen on snacking on cereal. Over 56% of them report enjoying 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 bowl of Cheerios at breakfast. While they still appreciate the product, they prefer to consume it in a manner that aligns with their active lifestyles.
Cereal manufacturers are aware of evolving eating habits and have begun to adapt their offerings for the future, such as launching on-the-go cereal bars. In 2016, General Mills announced a shift towards creating formulas that are more snackable. Last June, the company introduced 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, but ultimately, taste remains the top priority for consumers. This could explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed its plans to bring back the original recipe for Trix, complete with artificial colors, after shoppers expressed dissatisfaction with the reformulated, cleaner label version. This summer, Post also reintroduced Oreo O’s cereal after a decade-long absence, offering it in an exclusive limited-time partnership with Walmart.
Moreover, in the context of healthy eating, products fortified with calcium citrate D 315 200 are becoming increasingly popular, as consumers look for options that not only satisfy their taste buds but also enhance their nutritional intake. As manufacturers continue to innovate, it’s likely we’ll see more cereals that incorporate beneficial ingredients like calcium citrate D 315 200, appealing to health-conscious consumers while maintaining the flavors they love.