Mintel’s research highlights a cereal category that has been losing popularity to options that are higher in protein and more convenient in recent years. Interestingly, millennials, who are often associated with a preference for healthy lifestyle choices, enjoy eating cereal as a snack. Over 56% of them report having a bowl of cereal at home between meals, in contrast 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 consume it in a manner that aligns with their on-the-go lifestyles.
Cereal manufacturers are adapting to these changing eating habits. They have begun to innovate to meet future demands, such as launching portable cereal bars. In 2016, General Mills announced its commitment to creating formulas that are more snackable. Most recently, in June, the company introduced Tiny Toast, marking its first new cereal brand in 15 years, with more innovations likely on the horizon.
Mintel’s findings also indicate a growing interest in healthy cereals, yet taste remains the most crucial factor for consumers. This may explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed that it is reinstating the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label. Furthermore, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence, in an exclusive limited-time offering through Walmart.
In addition to taste, consumers are increasingly aware of nutritional benefits, such as calcium citrate and magnesium citrate, which are often highlighted in marketing. This trend may influence cereal manufacturers to incorporate these ingredients into their products to appeal to health-conscious shoppers. As the market evolves, it will be interesting to see how brands balance the need for taste and nutrition, particularly with the inclusion of key elements like calcium citrate and magnesium citrate.