Top emerging cereal trends
While foundational to the category’s growing success, nutritional value is not the only thing recent cereals have to offer. The top emerging cereal trends range from protein-enriched cereals to innovative ingredients to exciting flavour innovation.
1. The rise of protein-enriched cereals
New launches of protein-enriched cereals like those by trailblazers Catalina Crunch and Magic Spoon in America give consumers another reason to choose cereal over other breakfast and snack options. Protein claims influence the cereal purchase of one in four consumers globally (with rates especially high in South Africa, Indonesia and Brazil) (1). Recently General Mills announced it is launching Cheerios Protein to include more protein in its legacy products (2).
In the US, where one in twenty consumers had a protein cereal in the past three months, the usage rate jumps to one in four for protein category consumers (3). Consumer research shows a striking 69% of these usage occasions are snacking occasions, pointing to the potential of protein cereal, which offers nutrition and satiety, to be a major player in the better-for-you snacks category (4).
2. Ingredient innovation at the forefront
Another significant trend in breakfast cereals is the use of innovative ingredients, which is creating new possibilities in nutrition and taste. Dairy and plant-based proteins, as powders and extruded pieces, support the protein cereal trend, while fibres such as chicory fibre and inulin are used to boost a cereal’s fibre without compromising taste.
3. Flavour as a differentiator
Flavour innovation in cereals is another trend to watch, with unique flavour profiles being developed to help products stand out from the competition. This includes elevating common cereal flavours with complementary flavours and appealing names such as Cinnamon Brioche, Mocha Latte and Blueberry Buttermilk of Best Behavior’s Irresistible Cereal.
Maintaining a health-centric approach is key while offering more adventurous or premium flavours that can win loyal consumers. Flavour innovation can also increase snackability. Many leading protein-fortified cereals promote their products as suited for breakfast, midday treats and late-night snacks.
Case studies: brands leading the charge
Catalina Crunch and Magic Spoon are examples of brands successfully navigating these trends to create standout better-for-you snacks and cereals through flavourful keto-friendly, high-protein, low-carb formulations, with both capitalising on the expansive reach of e-commerce.
The founder of Catalina Crunch was driven by his experiences with Type 1 diabetes to develop cereals that could better accommodate dietary needs, while Magic Spoon’s co-founders were seeking to recreate their favourite childhood cereals without all the sugar. Sharing their stories has been integral to spreading their messages and building trust in their brands.
Consumers seeking healthier cereal solutions can choose from Catalina Crunch’s Keto Friendly line (available in Cinnamon Toast, Honey Graham, Dark Chocolate, Chocolate Peanut Butter) or its Pairings line, which are cereals paired with a dried fruit or nut (such as the company’s Blueberry Muffin Cereal with Blueberries).
These gluten-free cereals contain 10-11 grams of protein from pea protein, 7-9 grams of fibre, and 0 grams of sugar (or 1 gram for those containing fruit), with stevia and monk fruit as the primary sweeteners.
Magic Spoon Grain-Free cereals are featured in classic flavours like Cocoa and Fruity, as well as innovative flavours like Maple Waffle, Cinnamon Roll and Birthday Cake. They provide 13-14 grams of protein from dairy protein, 4-5 grams of net carbs, and 0 grams of sugar, relying on allulose and monk fruit for sweetness.
Role of health and nutrition benefits
These emerging cereal trends keep health and nutrition in the spotlight, providing consumers with enhanced nutritional profiles, support for dietary restrictions and preferences, and expanded usage that encompasses healthy morning meals and better-for-you snacks.
Glanbia Nutritionals has a wide range of innovative snack ingredients and cereal solutions—from crunchy extruded protein pieces to creative signature flavours—supporting businesses to succeed in today’s market.
References
1. Innova Market Insights, Category Insider: Morning Crunch: Navigating Global Breakfast Cereal Trends, April 2024.
2. Food Dive
3-4. Glanbia Nutritionals, Health & Wellness U&A Study, 2023.