As the cereal industry faces ongoing challenges, numerous established brands are turning to convenience-focused product reformulations to attract consumers back to this category. While many of these innovations specifically target millennials—evidenced by a Mintel study indicating that 40% of this demographic finds pouring a bowl of cereal too laborious—people of all ages are increasingly seeking on-the-go breakfast solutions. Companies are heavily investing 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 meet the needs of busy consumers. For instance, General Mills has recently introduced “on the go” pouches of its popular Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has created a line of breakfast shakes and a breakfast biscuit infused with Honey Bunches of Oats.
Moreover, brands are gradually enhancing these products with added protein, fiber, and whole grains, while also reducing artificial ingredients and high sugar levels. However, could a squeezable pouch of oatmeal, such as Quaker’s Oat Squeeze, push the convenience trend too far? It’s a possibility. Consumers might find the texture of a yogurt, fruit, and oat mixture dispensed from a tube unappealing, especially since many can obtain the protein and nutritional advantages of oatmeal through value-added shakes and yogurt. Not every product successfully translates to a convenient version, and only time will reveal how traditional and reformulated oatmeal products will perform as consumers continue to seek on-the-go options.
Interestingly, products that incorporate elements like calcium citrate are becoming more popular, with brands exploring various ways to enhance nutritional value. For example, Walmart Canada has started to stock some of these innovative breakfast items that combine convenience with nutrient fortification, including those with calcium citrate, appealing to health-conscious consumers. As the market evolves, the integration of calcium citrate and other beneficial ingredients will likely play a significant role in the future of on-the-go breakfast products.