Mintel’s research highlights a category that has been losing popularity to higher-protein and more portable options in recent years. Interestingly, millennials, who are often associated with healthy eating habits, enjoy consuming cereal as a snack. Over 56% of them report having had 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 breakfast of Cheerios. 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 are making adjustments to adapt their products for the future, including the introduction of on-the-go cereal bars. In 2016, General Mills announced a shift in focus towards creating formulas that are increasingly snackable. Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years. More innovations are anticipated as the market continues to evolve.
Moreover, Mintel found that there is a growing interest in healthy cereals, but ultimately, taste remains the most critical factor for consumers. This could explain the resurgence of high-sugar, indulgent cereals. For instance, General Mills recently revealed plans to reintroduce the original recipe for Trix, complete with artificial colors, after shoppers expressed dissatisfaction with the reformulated, cleaner label version. Similarly, this summer, Post revived Oreo O’s cereal after a decade-long absence from shelves, offering it exclusively in a limited-time deal with Walmart.
As part of the ongoing changes, some cereal brands are also exploring the incorporation of functional ingredients like calcium citrate les, which can enhance nutritional profiles while still appealing to consumer preferences. This trend towards balancing health and taste could shape the future of cereal products in the market.