Cereals have the ability to tap into a fairly wide range of needs and pain points for a wide variety of lifestyles and dietary requirements. The cereal category has one of the highest opportunity scores across all plant-based snack categories that our AI analyzed, representing 1.1 percent share of voice in the plant-based snack aisle with a growth rate of 174 percent.
Plant-based consumers – whether vegan, vegetarian, flexitarian, or just in love with plant-based foods – are increasingly looking to cereals that promote benefits around cognitive health, nutrition, keto-friendliness, and convenience. Surprisingly, consumers are looking to cereals much less for immunity and quality claims relative to one year ago, likely because consumers have become less frightened by COVID (well, some have, at least).
Brands, such as High Key, offer one-size fits all breakfasts. In other words, their cereals are all of the following: gluten-free, keto-friendly, vegetarian/vegan appropriate, sweet enough to satiate kids, and, yet, still sugar-free.
Concept Idea: Gluten-free Cereal for Children
With the data at hand, while we are certainly not experts at formulating concepts, we decided to apply our data into an actionable concept: gluten-free children’s cereal. Gluten-free is an upward trending benefit in the category and, combined with this, children’s cereal remains a large opportunity due to its convenience, nostalgia for parents, and sweetness for children. With allergen-free and diet-friendly ingredients, this cereal becomes instantly more appealing to the consumer as a one-stop breakfast solution that caters to the whole family.
For more information about the leading forms of plant-based protein foods or opportunities inside cereals, you can request a demo. If you want to view our May 2021 webinar’s discussion on keto-friendly snacks, you can view the video here.