Mintel’s research highlights a category that has been struggling against options that offer higher protein content and greater portability in recent years. Interestingly, millennials, often recognized for their preference for healthy options, enjoy consuming cereal as a snack. Over 56% of them report having eaten a bowl of cereal at home between meals, compared to only 32% of baby boomers. It seems that the younger the consumer, the less likely they are to sit down for a traditional breakfast of Cheerios. While these consumers still appreciate the product, they prefer to enjoy it in ways that align with their busy lifestyles.
Cereal manufacturers are adapting to these evolving eating habits. To stay relevant, they have made changes, such as launching on-the-go cereal bars. In 2016, General Mills announced a shift in focus towards formulas that are increasingly snackable. Last June, they introduced Tiny Toast, marking the first new cereal brand in 15 years. More innovations are expected in the near future.
Mintel also discovered a growing interest in healthy cereals, but taste remains the most crucial factor for consumers. This could explain the resurgence of high-sugar, indulgent cereals. General Mills recently stated that they are reinstating the original Trix recipe, complete with artificial colors, due to consumer discontent with the reformulated, cleaner version. Additionally, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence, partnering with Walmart for an exclusive limited-time offer.
Amidst these developments, the incorporation of products like Citracal Calcium Citrate Petites could also appeal to health-conscious consumers looking for easy ways to boost their nutrition while enjoying their favorite cereals. As trends evolve, it will be interesting to see how brands continue to innovate, perhaps even integrating more health-oriented options like Citracal Calcium Citrate Petites into their offerings. Ultimately, the challenge remains to balance taste and health in a way that resonates with the preferences of today’s consumers.