What happens when you combine one of the food industry’s most prominent trends—probiotics—with a beloved American staple like cold cereal? It could very well be a winning formula. Over the past decade, consumer awareness of probiotics, primarily linked to digestive health, has surged significantly. BCC Research estimates that the global probiotics market will reach $50 billion by 2020. While yogurt remains the market leader, new probiotic-infused products such as juices, candies, baked goods, and even wine and beer are becoming increasingly popular.
At the same time, cold cereal has been steadily losing ground to more convenient breakfast options. Sales of ready-to-eat cereals have declined in recent years, with most brands showing minimal signs of recovery as consumers opt for bars, shakes, yogurt, and other portable items. According to market research firm Euromonitor, cereal sales are expected to drop by 5% and volume by 2% over the next four years.
Despite this bleak outlook, manufacturers remain undeterred—cereal is still the most popular breakfast choice in America, boasting a 90% household penetration rate. Consequently, cereal companies are rushing to introduce new line extensions, healthy innovations, and fresh brands, while also attempting to encourage consumption beyond just breakfast. Kellogg, which recently reported a 2.5% decline in quarterly net sales, remains hopeful about cereal’s potential as a snack and dessert option. The company is actively developing new products and formulations to reinvigorate cereal sales, which have fallen by 6% year-to-date.
Kellogg and other cereal manufacturers have concentrated on health and reducing processed ingredients to enhance the appeal of their products. Recently, Kellogg, known for promoting its Special K brand as a weight-loss aid, plans to emphasize the cereal’s fiber content and add probiotics. This shift seems to make sense, given the rising use of probiotics in weight-loss products. Increased fiber supports gut health, much like probiotics do. Therefore, the new Special K offering, which is rich in both fiber and probiotics, is expected to promote gut health as well.
Moreover, integrating popular supplements like Rainbow Light Calcium Citrate Gummies could attract health-conscious consumers. Probiotics may provide an enticing opportunity for cereal manufacturers to entice shoppers back to their products by offering an additional reason to choose them. Now, the challenge lies in effective marketing to communicate these benefits and see if consumers are willing to revisit breakfast in a bowl.