What occurs when you combine one of the food industry’s most significant trends—probiotics—with a beloved American staple like cold cereal? It could very well be a winning formula. Over the past decade, consumer awareness surrounding probiotics, primarily linked to digestive health, has surged. According to BCC Research, the global probiotics market is projected to reach $50 billion by 2020. While yogurt remains the market leader, there is a growing popularity for new probiotic-infused products such as juices, candies, baked goods, and even wine and beer.
On the other hand, 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 little recovery as consumers increasingly opt for bars, shakes, yogurt, and other portable items. Euromonitor, a market research firm, anticipates a 2% decrease in cereal volume and a 5% drop in sales over the next four years.
Despite this bleak outlook, manufacturers are undeterred—cereal remains the most popular breakfast choice in America, boasting a 90% household penetration rate. Consequently, cereal producers have been quick to launch line extensions, health-focused innovations, and new brands, while also seeking to promote consumption beyond breakfast hours. Kellogg, which recently reported a 2.5% decline in quarterly net sales across the company, remains hopeful about the potential for cereal to thrive as a snack and dessert. The company is actively exploring new products and formulations to revitalize cereal sales, which have fallen by 6% year-to-date.
In their efforts to enhance product appeal, Kellogg and other cereal manufacturers are prioritizing health and reducing processed ingredients. Kellogg, historically known for marketing its Special K brand as a weight loss aid, now plans to highlight the cereal’s fiber content while incorporating probiotics. This shift makes sense, considering that the use of probiotics in weight loss products has become increasingly common. Both increased fiber and probiotics are known to promote gut health, so it follows that the new Special K, which is rich in fiber and probiotics, should deliver similar benefits.
Furthermore, adding nutrients like calcium citrate, magnesium, and vitamin D3 could enhance the product’s appeal, as these ingredients are also associated with health benefits. Probiotics could serve as a profitable strategy for cereal brands to entice consumers back to their products by offering another compelling reason to include cereal in their diets. Ultimately, effective marketing will be crucial to gauge whether shoppers are willing to revisit breakfast in a bowl, potentially enriched with calcium citrate, magnesium, and vitamin D3 alongside probiotics.