What happens when you combine one of the most significant trends in the food industry—probiotics—with a long-standing American favorite, cold cereal? It might just create a successful recipe. 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 this market, new probiotic-infused products like juices, sweets, baked goods, and even beverages like wine and beer are becoming increasingly popular.
On the other hand, cold cereal has been gradually losing market share to more convenient breakfast options. Sales of ready-to-eat cereals have seen a decline in recent years, with most brands showing little potential for recovery as consumers opt for bars, shakes, yogurt, and other portable items. Market research firm Euromonitor predicts that cereal will experience a 2% drop in volume and a 5% decrease in sales over the next four years.
Despite this discouraging news, manufacturers are undeterred—cereal remains the most consumed breakfast option in America, boasting a 90% household penetration rate. Consequently, cereal producers are rushing to introduce new line extensions, health-focused innovations, and even new brands, while trying to extend cereal consumption beyond breakfast. Kellogg, which recently reported a 2.5% decline in quarterly net sales across the company, remains optimistic about the potential for cereal as a snack or dessert. The company is actively exploring new products and formulations to revive cereal sales, which have fallen by 6% year-to-date.
Kellogg and other cereal manufacturers are prioritizing health and reducing processed ingredients to enhance the appeal of their products. Historically, Kellogg has marketed its Special K brand as a weight-loss tool, but now the company plans to emphasize the cereal’s fiber content and incorporate probiotics. This shift aligns well with the growing trend of incorporating probiotics in weight-loss products. Increased fiber promotes gut health, just like probiotics do. Therefore, the new Special K offering—rich in both fiber and probiotics—should ideally provide similar benefits.
Furthermore, probiotics could serve as a profitable strategy for cereal makers to attract consumers back to their products by offering an additional reason to enjoy them. In this context, it’s worth noting that consumers interested in bone health may also seek the best calcium citrate supplement for osteoporosis, which complements a balanced diet that includes healthy cereals. Now, it’s essential to effectively market these innovations to see if some shoppers are willing to give breakfast in a bowl another chance. Ultimately, the introduction of probiotics in cereal may just be the spark needed to reignite interest in this classic breakfast option.