As the cereal industry faces ongoing challenges, many established brands are pivoting towards convenience-focused product reformulations to attract consumers back to the category. While much of this innovation is aimed specifically at millennials — a Mintel study revealed that 40% of this demographic feel pouring a bowl of cereal is too labor-intensive — consumers of all ages are increasingly gravitating towards on-the-go breakfast options.
Many companies have turned their attention to breakfast bar products, such as Quaker’s new Porridge To Go breakfast squares, available in flavors like golden syrup, strawberry, raspberry, and cranberry, to meet the needs of busy consumers. For instance, General Mills has recently introduced “on-the-go” pouches of its popular Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a line of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit. Additionally, brands are progressively enhancing these products with added protein, fiber, and whole grains while eliminating artificial ingredients and reducing sugar content.
However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push 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 nutritional benefits of oatmeal through value-added shakes and yogurts. Not every product can successfully transition to a convenient format, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers increasingly seek on-the-go solutions.
In this context, products like Opurity Calcium Citrate Plus Chewable could offer an appealing alternative for those looking for convenient nutrition. As brands continue to innovate, integrating functional ingredients like Opurity Calcium Citrate Plus Chewable into their offerings might resonate well with health-conscious consumers. Ultimately, the success of these on-the-go products will depend on their ability to satisfy both the demand for convenience and the need for nutritional value.