“Adapting to Change: The Evolving Cereal Market and Consumer Preferences”
Mintel’s research highlights a category that has been losing popularity to options that are higher in protein and more convenient in recent years. Notably, millennials, who are often associated with healthy eating habits, enjoy consuming cereal as a snack. Over 56% of them report having eaten a bowl of 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 consume it in a manner that aligns with their active lifestyles.
Cereal manufacturers recognize these shifting eating patterns and are adapting accordingly. They have introduced innovations such as on-the-go cereal bars to cater to modern consumers. In 2016, General Mills announced a strategic shift to “focus on formulas that are increasingly snackable.” Last June, the company launched Tiny Toast, marking its first new cereal brand in 15 years, and more innovations are expected to follow.
Mintel’s findings also indicate a growing interest in healthy cereals, although taste remains the primary concern for consumers. This could explain the resurgence of high-sugar, indulgent cereals. General Mills recently revealed it would revert to the original recipe for Trix, complete with artificial colors, due to consumer dissatisfaction with the reformulated, cleaner label version. Similarly, this summer, Post reintroduced Oreo O’s cereal after a decade-long absence, offering it exclusively in a limited-time deal with Walmart.
Interestingly, the demand for products like citrate 1000 mg is also on the rise, reflecting consumers’ increasing focus on health supplements. As cereal companies adapt to these trends, the integration of health-focused ingredients such as citrate 1000 mg could become a key strategy. Ultimately, while the landscape of cereal is changing, the fundamental desire for great taste remains constant, influencing product development and marketing strategies.
