What happens when you combine one of the food industry’s leading trends—probiotics—with a long-standing American favorite, cold cereal? It could be a winning formula. Over the past decade, consumer awareness of probiotics, primarily linked to digestive health, has surged. BCC Research forecasts 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 alcoholic beverages are becoming increasingly popular.
At the same time, cold cereal has been gradually losing market share to more convenient breakfast options. Sales of ready-to-eat cereals have dropped in recent years, with most brands showing minimal signs of recovery as consumers opt for bars, shakes, yogurt, and other portable choices. Euromonitor, a market research firm, predicts a 2% decline in cereal volume and a 5% drop in sales over the next four years.
Despite this troubling outlook, manufacturers remain undeterred—cereal is still the most commonly consumed breakfast in America, boasting a household penetration rate of 90%. Consequently, cereal producers are racing to launch line extensions, healthy innovations, and new brands while seeking to extend cereal consumption beyond the breakfast hours. Kellogg, which recently reported a 2.5% decline in company-wide quarterly net sales, continues to be optimistic about the potential for cereal to thrive as a snack or dessert option. The company is actively exploring new products and formulations to revive cereal sales, which have decreased by 6% year-to-date.
Kellogg and other cereal manufacturers are concentrating on health and reducing processed ingredients to enhance product appeal. Historically, Kellogg has marketed its Special K brand as a weight loss aid but now plans to emphasize the cereal’s fiber content and incorporate probiotics. This shift appears logical, given the increasing prevalence of probiotics in weight loss products. Just as probiotics support gut health, increased fiber also contributes positively to digestive well-being. Thus, the new Special K, rich in both fiber and probiotics, is expected to deliver similar benefits.
Interestingly, the benefits of calcium citrate can also be highlighted in this context, as it is another health component that could complement probiotic cereals. By integrating calcium citrate into their offerings, cereal makers could appeal to health-conscious consumers even further. Probiotics could serve as a lucrative strategy for cereal manufacturers to entice consumers back to their products by providing them with additional health benefits. Now, the key will be in marketing these innovations effectively to see if shoppers are willing to give breakfast in a bowl another chance.