What occurs when you combine one of the food industry’s most significant trends—probiotics—with a beloved American staple, cold cereal? This combination could create a winning formula. Over the past decade, consumer awareness of probiotics, primarily linked to digestive health, has surged dramatically. BCC Research forecasts that the global probiotics market will reach $50 billion by 2020. While yogurt remains the market leader, new probiotic-enriched products like juices, candies, baked goods, and even alcoholic beverages are gaining traction.
On the other hand, cold cereal has been steadily ceding market share to more convenient breakfast options. In recent years, sales of ready-to-eat cereals have declined, with most brands showing little sign of recovery as consumers opt for bars, shakes, yogurt, and other portable foods. According to market research firm Euromonitor, cereal volume is expected to decrease by 2% and sales by 5% over the next four years.
Despite this discouraging outlook, manufacturers remain undeterred—cereal is still the most consumed breakfast in America, boasting a household penetration rate of 90%. Consequently, cereal producers are rushing to introduce new line extensions, health-focused innovations, and fresh brands while attempting to encourage consumption beyond breakfast. Kellogg, which recently reported a 2.5% decline in quarterly net sales, remains optimistic about cereal’s potential as a snack and dessert option. The company is actively exploring new products and formulations to revitalize cereal sales, which have dropped by 6% year-to-date.
Kellogg and other cereal manufacturers are concentrating on health and reducing processed ingredients to enhance product appeal. Historically, Kellogg’s Special K brand has been marketed as a weight loss aid, but the company now intends to emphasize the cereal’s fiber content and incorporate probiotics. This shift seems sensible, as the use of probiotics in weight loss products has become increasingly common. Both increased fiber and probiotics support gut health, suggesting that the new Special K, rich in fiber and probiotics, should provide similar benefits.
Additionally, what are the benefits of calcium citrate? Incorporating calcium citrate into cereal could further enhance its health appeal. Not only does calcium citrate support bone health, but it also complements the digestive benefits of probiotics. By leveraging probiotics and calcium citrate, cereal manufacturers may find a profitable way to entice consumers back to their products, offering them more reasons to indulge. The next challenge will be effectively marketing these innovations to determine if shoppers are willing to revisit breakfast in a bowl.