CEREAL, A CLASSIC BREAKFAST STAPLE

Cereal is a classic breakfast staple. It is reported that Americans eat roughly 2.7 billion boxes of cereal every year, which equals approximately 14 pounds per person¹. According to CivicScience data², nearly three-quarters of American households (70%) eat cereal. 73% of consumers cite flavor/taste as the leading factor for choosing a cereal, while 37% are motivated by price. According to Circana³, the cereal market increased by 0.3%, with $12 billion in sales for the 52 weeks ending May 19, 2024. The ready-to-eat cereal subcategory reached $10.2 billion with a 1.2% increase, and the hot cereal/oatmeal subcategory achieved $1.9 billion but experienced a 4.6% decrease in sales. Cold cereal accounted for a 78% average share in North America during Jan 2021 – Dec 2023, per Innova Market Insights⁴. Furthermore, cold cereal shares increased by 4.2% between 2021 and 2023. Flavor, cost, and health aspects are the most important attributes consumers look for when purchasing cereal, according to Innova Market Insights⁵. Cereal innovation is being fueled by nostalgia, snacks, better-for-you formulas, and sports and nutrition products.

SWEET MEMORIES, CEREAL TAPS INTO NOSTALGIA

Nostalgia and newstalgia are trendy marketing buzzwords appealing to individuals’ search for simpler times and interest in comfort foods. Cereal and the milk left at the bottom of the bowl is reminiscent of childhood and has become a recognized nostalgia-driven comfort food. For example, a Mintel survey⁶ of 1,806 internet users on July 2021, found that over half of participants (58%) agreed with the statement that “the flavors of cereal I enjoyed as a child are still my go to.” 51% of consumers in the U.S. and Canada state that taste/flavor attributes most influence their purchasing decision when buying cereals⁴. Moreover, Honey is the top flavor followed by Cinnamon, Milk Chocolate, Almond, and Maple. Peanut butter, red raspberry, and date are growing flavors. Classic flavors like vanilla, chocolate, and sweet baked goods are inspirations for limited-edition and seasonal cereal launches. General Mills debuted Loaded Birthday Cake Cereal, “a celebration of vanilla crème in each pink, puffed-up cereal bite.” In honor of the 30^th anniversary of the Friends sitcom, General Mills introduced the Vanilla Bean Latte, which contains hints of coffee and vanilla. Cinnamon Toast Crunch added a Waffle Cereal variant, which combines cinnamon and maple flavor in waffle shapes. Kellogg’s and Squishmallows have partnered on the limited-edition Squishmallows cereal, featuring sweet vanilla-flavored cereal with dehydrated mini marshmallows shaped like Squishmallows’ Cam the Cat. Post released a limited-edition Salted Caramel flavor of Honey Bunches of Oats for fall and a Frosted Chocolate Cake Cereal for summer. Magic Spoon launched Sugar Cookie cereal for the holiday season.

Throwback time. Classic to on trend, Trilogy offers a sweet selection of nostalgic flavors for your cereal formulas. Request your samples and contact us today.

SNACKIN – CEREAL BRANCHES OUT

A nostalgic and popular breakfast staple, cereal brands branch out with limited-edition collaborations and snacks such as cookies and ice cream. Mintel’s research⁷ revealed that 43% of U.S. cereal consumers eat cereal as a snack at home. For the fall, Insomnia Cookies released a Fruity Cereal N’ Milk Filled Classic cookie featuring a brown sugar dough mixed with fruity cereal pieces and filled with a cereal milk-flavored buttercream. Crumbl and WK Kellogg Co collaborated on the Kellogg’s Crumbl Chocolately Chip Cereal. “The collaboration delivers the taste of Crumbl’s signature Milk Chocolate Chip cookie in cereal form.” Salt & Straw brought back its Cereal-sly Delicious Ice Cream series for 2024 with five ice creams designed to taste like a classic cereal flavor. For example, the Pots of Gold & Rainbows flavor combines cereal milk ice cream with rainbow marshmallows to recreate the taste of Lucky Charms cereal. This flavor is so well-liked, it has been a permanent menu item since 2013. Thomas’ known for English muffins, teamed up with WK Kellogg on the limited-time offer of Froot Loops Mini Bagels. Playing on how cereal is usually consumed, Tostitos and wide receiver Julian Edelman teamed up to introduce the Tostitos Salsa Cereal gameday hack, which is eating chips and salsa with a bowl and spoon.

Consumers enjoy sweet snacks, and cereal flavors are an excellent way to branch out into other applications. Contact us to discuss your snack flavor needs and request your samples.

BETTER-FOR-YOU CEREAL

The trend to health and wellness continues. Consumers seek better-for-you choices across food and beverage categories and cereal is no exception. According to Innova Market Insights⁸, top cereal claims resonating with consumers are fiber, protein, real ingredients, and no, low, or reduced sugar. In the U.S. and Canada, 22% of consumers have looked for fruit/superfruit cereal flavors over the last year. Launches with fruit flavors grew by +8.3% (YoY) in Jan 2023 – Dec 2023, driven by berry fruit flavors and dried fruits⁴. Brands are responding with better-for-you cereal featuring protein, grain-free, and plant-based formulas. For example, this year, Fruity Cheerios relaunched. WK Kellogg Co debuted Eat Your Mouth Off, the first new product launch since becoming its own business. The vegan puff cereal is targeted at millennials and Gen Z and is available in Fruity and Chocolate flavors. Each contains 22 grams of protein and zero grams of sugar per bowl. Wheaties by General Mills released Wheaties Protein in Maple Almond and Honey Pecan flavors each with 20 grams of protein per serving. Cheerios introduced the Veggie Blends in two varieties: Apple Strawberry and Blueberry Banana, which are “made with ¼ cup of fruit and veggies per serving and combine spinach, carrot and sweet potato with whole grain oats.” They are available exclusively at Walmart. Last year, OffLimits added FLUF n PUF, a pancake-inspired cereal with vegan vanilla marshmallows, sold exclusively at Sprouts stores. Three Wishes, the better-for-you, grain-free cereal brand, has extended its range with a line of Granola in three flavors: Chocolate Almond, Maple Pecan, and Original. The products are formulated with nutritional ingredients like almonds, sunflower seeds, pumpkin seeds, monk fruit, and real maple syrup.

From protein-packed to plant-based, support consumers on their health journey. Reach out to discuss great tasting cereal flavors for your better-for-you formulas. Request your samples here.

CEREAL FLAVORS SPILL INTO SPORTS AND NUTRITION PRODUCTS

Consumers are interested in staying healthy. In response, athletes and individuals with active lifestyles are increasingly consuming sports and nutrition products. According to the IMARC Group⁹, the global sports nutrition market reached $54.8 billion in 2023 and is expected to reach $103.3 billion by 2032 with a CAGR of 7.1%. Popular protein powder and Ready-To-Drink (RTD) flavors include vanilla, chocolate, and cookies and cream. Cereal flavors are also trendy and spill into sports and nutrition products. For example, Dymatize launched a Cinnamon Cereal flavor in its ISO100 product line, which features “specks of cinnamon and a cinnamon cereal bottom-of-the-bowl milky flavor.” Six Star Pro Nutrition and WK Kellogg Co collaborated on the new Six Star 100% Whey Protein Plus RTD in Kellogg’s Froot Loops Cereal flavor available exclusively at Sam’s Clubs. In partnership with General Mills, Ghost, the lifestyle sports nutrition brand, has entered the cereal category with two high-protein cereals: Marshmallow and Peanut Butter flavors. Boba Tea Protein has extended its line with Boba Puffs in two flavors: Taro Milk Tea and Brown Sugar Milk Tea. Each cereal contains 15 grams of protein primarily from milk concentrate.

As a flavor company, Trilogy Flavors offers an array of cereal flavors for sports and nutrition products. Get in the game. Reach out to request your samples.

CEREAL IS A MAINSTAY

Cereal and cereal-inspired flavors are a mainstay. From classics to trendy flavors, consumers are branching out looking for innovation in the cereal aisle including cereal-based snacks and better-for-you options. Whether you are formulating cold or hot cereal, snacks, baked goods, or nutrition and sports products, Trilogy offers a range of flavors from fruity to sweet. Let Trilogy satisfy your customers’ appetite for innovative cereal flavors. Contact us today and request your samples here.

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