As the cereal industry faces ongoing challenges, many established brands are turning to convenience-focused product reformulations to attract consumers back to the market. While a significant portion of these innovations specifically targets millennials—evidenced by a Mintel study indicating that 40% of this demographic views pouring a bowl of cereal as too laborious—consumers across all age groups are increasingly seeking on-the-go breakfast options.
Companies are investing in breakfast bar products like Quaker’s new Porridge To Go breakfast squares, available in flavors such as golden syrup and strawberry, raspberry, and cranberry, to appeal to busy individuals. For instance, General Mills has recently introduced “on-the-go” pouches for its Golden Grahams, Fruity Cheerios, and Cinnamon Toast Crunch, while Post has launched a series of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit. These brands are also progressively enhancing their products with added protein, fiber, whole grains, and phasing out artificial ingredients and excessive sugar.
However, could a squeezable pouch of oatmeal, like Quaker’s Oat Squeeze, push the convenience trend too far? It’s conceivable that consumers may find the texture of a yogurt, fruit, and oat mix dispensed from a tube unappealing, especially when they can obtain the nutritional benefits of oatmeal, including now calcium citrate powder, from value-added shakes and yogurt. Not every product successfully translates into a convenient format, and only time will tell how traditional and reformulated oatmeal products will perform as consumers continue to demand portable options.
Incorporating now calcium citrate powder into these offerings could enhance their appeal, as health-conscious consumers seek out products that provide nutritional benefits along with convenience. Ultimately, the success of these on-the-go products will depend on how well they meet the evolving preferences of consumers.