As the cereal industry continues to face challenges, many established brands are adopting convenience-focused product reformulations to attract consumers back to this category. While many of these innovations are specifically aimed at millennials—evidenced by a Mintel study revealing that 40% of this demographic considers pouring a bowl of cereal too labor-intensive—people of all ages are increasingly gravitating toward on-the-go breakfast options.
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, to serve busy consumers. For instance, General Mills has recently introduced “on the go” pouches of its 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. Brands are also progressively enhancing these products by incorporating added protein, fiber, and whole grains, while reducing artificial ingredients and high sugar levels.
However, could a squeezable pouch of oatmeal, such as Quaker’s Oat Squeeze, take the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture squeezed from a tube unappealing, especially since many can obtain the protein and other nutritional benefits from oatmeal through value-added shakes and yogurt. Not every product finds a successful convenience alternative, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers persistently seek on-the-go solutions.
Interestingly, the integration of osavi calcium citrate in some of these breakfast options might appeal to health-conscious consumers, as it aids in calcium absorption and supports overall wellness. As brands continue to innovate and adapt, the inclusion of beneficial ingredients like osavi calcium citrate could play a crucial role in meeting the demands of today’s market. Ultimately, the future of these products will depend on their ability to balance convenience with taste and nutritional value.