A recent survey has shed light on the changing food preferences of Gen Z, revealing how their evolving tastes are driving cereal trends into the snack and health food categories.
According to the study by Glanbia Ireland, this generation is increasingly leaning toward cereals that are convenient, healthy, and aligned with modern snacking and health-conscious eating trends.
“The cereal category is witnessing ongoing efforts around offering more natural varieties, with a strong focus on sugar reduction and ‘clean labelling”, read the survey in part.
While the overall market for breakfast cereals has seen a decline, hot and cold cereals continue to hold their ground as staple food items in many households.
Consumer’s busier lifestyles have also made on-the-go eating more common, leading to an increased demand for convenient yet healthy options.
Survey Shows Cereal is the Most Food Loved by Gen Zs
Cereal, which is traditionally seen as breakfast food, is now being embraced as a snack by nearly half of consumers, according to a Mintel study.
This shift is particularly noticeable among younger consumers, with 82% of breakfast food buyers agreeing that their morning selections should provide sustained energy.
Additionally, 56% expressed a desire for cereals that offer alertness and energy, especially those who enjoy cereal as a snack.
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Among snackers, 62% prioritize energy-boosting options, while 68% seek out snacks that are filling.
“In order to meet these consumer desires, cereals could be formulated to be more energizing and filling through the inclusion of whole grains or added fibre,” the survey read.
“Cereal brands, big and small, need to explore a variety of planet-friendly solutions to remain competitive in the coming years.”
In Kenya, where cereal consumption has traditionally been low, the trend is quickly catching on as younger generations, particularly Gen Z, embrace cereal as a versatile snack or meal option beyond breakfast.
Research indicates that 28% of consumers now snack on cereal more frequently, with Gen Z leading this change.
Nearly half of global Gen Z consumers prefer cereals that they can enjoy on the go, with their choices increasingly influenced by the demand for convenience and health benefits.
The ready-to-eat meals market in Kenya has seen a slow growth rate, attributed to various factors such as limited access to online services and lower health awareness among consumers.
Despite this, the Convenience Food Market in Kenya continues to expand due to its convenience and affordability.
Ready-to-Eat Meals Market in Kenya Driven by Urbanization and Health Trends
A report from Statista reveals that the growing trend of ready-to-eat meal options in Kenya is closely linked to urbanization and an increasing number of working professionals.
As the pace of life quickens, there is a noticeable shift towards meal solutions that offer convenience without compromising on health.
The survey also highlights a rise in the availability of healthy and nutritious ready-to-eat meals, tailored to meet the needs of a more health-conscious consumer base.
Consumers are increasingly aware of the importance of a balanced diet, pushing industry players to introduce meal options that align with these priorities.
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Among the most popular options are meals that cater to dietary preferences such as gluten-free, vegan, and low-sodium options.
“This shift towards healthier options is driven by the growing awareness of the importance of a balanced diet, and the demand for quick, on-the-go meals,” the report notes
Industry players are now responding by introducing more specialized products to appeal to the growing demand. This shift also presents opportunities for new businesses to enter the market with innovative, niche offerings.
With Millennials and Gen Z driving these changes, companies are shifting their focus to meet the evolving needs of younger consumers.
Many are extending their product range to offer more than just breakfast items, providing ready-to-eat meals that fit seamlessly into the fast-paced lifestyles of today’s consumers.
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