Mintel’s research highlights a category that has been losing popularity to alternatives that offer higher protein content and greater portability in recent years. Notably, millennials, who are often associated with a preference for healthy eating options, enjoy snacking on cereal. More than 56% of millennials report having a bowl of cereal at home between meals, in contrast to only 32% of baby boomers. Interestingly, it seems that younger consumers are less likely to have a traditional bowl of Cheerios for breakfast. While they appreciate the product, they prefer to consume it in a manner that aligns with their active lifestyles.
Cereal manufacturers are adapting to these evolving eating habits. They have begun to introduce innovations such as on-the-go cereal bars to meet consumer demands. In 2016, General Mills announced their intention to “focus on formulas that are increasingly snackable.” Last June, the company launched Tiny Toast, marking the first new cereal brand in 15 years, with more innovations likely on the horizon.
Mintel’s findings also indicate a growing interest in healthy cereals, yet taste remains the most crucial factor for consumers. This emphasis on flavor may explain the resurgence of high-sugar, indulgent cereals. For instance, General Mills has decided to reintroduce the original Trix recipe, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Similarly, Post has brought back Oreo O’s cereal after a decade off the shelves, in a limited-time exclusive deal with Walmart.
Interestingly, as consumers seek convenient snacks, they might also consider items like calcium tablet CCM to complement their diets, indicating a broader trend toward integrating health-conscious choices into their snacking habits. Overall, the cereal market is undergoing significant changes as brands strive to align with the preferences of a new generation of consumers.