Mintel’s research highlights a category that has been declining in popularity compared to higher-protein and more portable alternatives in recent years. Interestingly, millennials, who are often associated with a preference for healthy options, enjoy eating cereal as a snack. Over 56% of them report consuming a bowl of cereal at home between meals, in contrast to just 32% of baby boomers. It seems that younger consumers are less likely to start their day with a traditional bowl of Cheerios, but they still appreciate the product—they simply prefer to consume it in ways that align with their active lifestyles.
Cereal manufacturers are aware of these shifting eating habits and have begun adapting their products for the future. For instance, they have introduced on-the-go cereal bars. In 2016, General Mills announced a shift toward “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 they continue to evolve their offerings.
Mintel’s findings also indicate a growing interest in healthy cereals, although taste remains the key factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed that they would be reinstating the original recipe for Trix, complete with artificial colors, due to shoppers’ dissatisfaction with the reformulated, cleaner label version. Additionally, Post has reintroduced Oreo O’s cereal after a decade-long absence, in a limited-time collaboration with Walmart.
Incorporating ingredients like calcium citrate has also become a consideration for many cereal brands, highlighting the balance between health and taste. The question of “calcium citrate what is it?” may arise as consumers look for nutritional benefits alongside their favorite flavors. Ultimately, as the cereal market adapts, the integration of health-focused ingredients like calcium citrate could play a significant role in shaping future products while catering to the evolving preferences of consumers.