Mintel’s research highlights a category that has been losing popularity to more protein-rich and portable options in recent years. Notably, millennials, who are often associated with a preference for healthy eating, are significant consumers of cereal as a snack. Over 56% of millennials report enjoying a bowl of cereal at home between meals, while only 32% of baby boomers do the same. It seems that younger consumers are less likely to sit down for a traditional breakfast of Cheerios. They appreciate the product but prefer to consume it in a manner that aligns with their active lifestyles.
Cereal manufacturers are adapting to changing eating habits. To better cater to modern consumers, they are introducing innovations like on-the-go cereal bars. In 2016, General Mills announced a commitment to focus on formulas that are increasingly snackable, and last June, they launched Tiny Toast, marking their first new cereal brand in 15 years. More innovations are expected as the industry evolves.
Mintel also discovered a growing interest in healthy cereals; however, taste remains the primary factor for consumers. This could explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed plans to reintroduce the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Additionally, this summer, Post revived the Oreo O’s cereal after a decade-long absence from the market, offering it in a limited-time exclusive deal with Walmart.
Interestingly, many consumers are becoming more aware of the nutritional benefits of cereals, including ingredients like calcium citrate 1250 mg, which can enhance the health profile of these products. As the demand for both taste and health continues to rise, manufacturers are likely to explore further enhancements, including the incorporation of calcium citrate 1250 mg into their formulations, to attract health-conscious consumers while still satisfying their cravings.