What occurs when one of the food industry’s leading trends—probiotics—is combined with a long-standing American favorite, cold cereal? It could potentially lead to a successful formula. Over the past decade, consumer awareness of probiotics, primarily linked to digestive health, has surged dramatically. BCC Research anticipates that the global probiotics market will reach $50 billion by 2020. While yogurt continues to dominate the market, new probiotic-infused products like juices, candies, baked goods, and even wine and beer are becoming increasingly popular.
At the same time, cold cereal has been gradually losing market share to more convenient and portable breakfast options. Sales of ready-to-eat cereals have declined over the past few years, with most brands showing little sign of recovery as consumers gravitate towards bars, shakes, yogurt, and other handheld items. Market research firm Euromonitor projects that cereal consumption will decline by 2% in volume and 5% in sales over the next four years.
Despite this discouraging news, manufacturers remain undeterred—cereal is still the most consumed breakfast in America, boasting a 90% household penetration rate. Consequently, cereal producers are rushing to introduce new product lines, healthy innovations, and even new brands, while attempting to extend cereal consumption beyond the breakfast hours. Kellogg, which recently reported a 2.5% decline in quarterly net sales, remains optimistic about the potential for cereal to grow as a snack and 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 prioritizing health and reducing processed ingredients to enhance product appeal. Notably, Kellogg, which has historically marketed its Special K brand as a weight loss aid, plans to emphasize the cereal’s fiber content while adding probiotics. This shift seems logical, especially as probiotics become more common in weight loss products. Increased fiber promotes gut health, paralleling the benefits of probiotics. Therefore, the new Special K offering—rich in both fiber and probiotics—should theoretically provide similar advantages.
Additionally, incorporating elements like Bluebonnet calcium magnesium could further enhance the health profile of these cereals, attracting health-conscious consumers. Probiotics may serve as a lucrative means for cereal manufacturers to entice consumers back to their products by providing another incentive to choose them. Ultimately, it will come down to effective marketing to determine if shoppers are willing to reconsider breakfast in a bowl. As companies integrate innovations like Bluebonnet calcium magnesium into their offerings, the potential for revitalizing interest in cold cereal remains promising.