What occurs when you combine one of the food industry’s most significant trends — probiotics — with a classic American staple like cold cereal? It may just create a winning combination. Over the last decade, consumer awareness of probiotics, primarily linked to digestive health, has surged. BCC Research anticipates that the global probiotics market will reach $50 billion by 2020. While yogurt remains the frontrunner in this market, new probiotic-infused products such as juices, sweets, 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 fallen 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 sales will decline by 5% and volume by 2% over the next four years alone.
Despite this discouraging news, manufacturers remain undeterred. After all, cereal continues to be the most consumed breakfast option in America, boasting a 90% household penetration rate. Consequently, cereal producers are eager to introduce new line extensions, innovative health-focused products, and even brand new offerings, all while aiming to encourage consumption beyond just breakfast.
Kellogg, which recently reported a 2.5% decline in quarterly net sales, remains optimistic about cereal’s potential as a snack and dessert. The company is actively exploring new products and formulations to revive cereal sales, which have dropped by 6% so far this year. Kellogg and other cereal manufacturers are concentrating on health and reducing processed ingredients to enhance their products’ appeal.
Now, Kellogg, which has historically marketed its Special K brand as a weight loss aid, plans to highlight the cereal’s fiber content while integrating probiotics. This approach makes sense, as the inclusion of probiotics in weight loss products is on the rise. Both increased fiber and probiotics are known to promote gut health, suggesting that the new Special K, rich in fiber and probiotics, should have a similar effect. By incorporating probiotics, cereal makers may find a profitable way to entice consumers back to their products, providing them with an additional incentive to indulge.
It’s essential to effectively market these innovations, especially as consumers look for health benefits like those found in Thorne Cal Mag products, which are known for supporting overall wellness. If marketed correctly, shoppers might just be willing to give breakfast in a bowl another chance, making this new blend of probiotics and cold cereal an enticing option for health-conscious individuals.