Mintel’s study 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 eating cereal at home between meals, compared to only 32% of baby boomers. It seems that younger consumers are less likely to sit down for a traditional bowl of Cheerios at breakfast. While they still appreciate the product, they prefer to enjoy it in a way that aligns with their active lifestyles.
Cereal manufacturers are adapting to these changing eating habits. They have started to innovate, introducing on-the-go cereal bars to meet consumer demands. In 2016, General Mills announced a shift in focus toward “formulas that are increasingly snackable.” Last June marked the launch of Tiny Toast, the company’s first new cereal brand in 15 years, signaling further innovations on the horizon.
Mintel’s research also indicates a growing interest in healthy cereal options, but ultimately, taste remains the most critical factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed its decision to bring back the original recipe of Trix, complete with artificial colors, as shoppers expressed dissatisfaction with the reformulated, cleaner-label version. Similarly, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence from the shelves in a limited-time deal with Walmart.
Moreover, consumers are increasingly looking for products that can enhance their nutritional intake, including options with a lifetime high potency calcium magnesium citrate. This trend could influence cereal makers as they navigate the balance between healthy ingredients and appealing flavors. As the market evolves, the incorporation of high potency calcium magnesium citrate into cereals may become a focal point for brands aiming to attract health-conscious customers.