What occurs when you combine one of the food industry’s most prominent trends—probiotics—with a classic American favorite like cold cereal? It could be a promising formula for success. Over the past decade, consumer awareness of probiotics, known primarily for their benefits to digestive health, has surged. BCC Research forecasts that the global probiotics market will reach $50 billion by 2020. While yogurt remains the leading category, new probiotic-infused products such as juices, candies, baked goods, and even alcoholic beverages are on the rise in popularity.
At the same time, cold cereals have been steadily losing ground to more convenient and portable breakfast options. Sales of ready-to-eat cereals have declined in recent years, with most brands showing little sign of recovery as consumers opt for bars, shakes, yogurt, and other handheld foods. Euromonitor, a market research firm, predicts that cereal will see 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 popular breakfast choice in America, with a household penetration rate of 90%. Consequently, cereal producers have rushed to introduce new line extensions, healthy innovations, and new brands while also working to expand consumption beyond traditional 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 or dessert. The company is actively exploring new products and formulations to revitalize cereal sales, which have dropped 6% year-to-date.
Kellogg and other cereal manufacturers are emphasizing health and reducing processed ingredients to enhance product appeal. The company, which has traditionally marketed its Special K brand as a weight-loss aid, plans to highlight the cereal’s fiber content and incorporate probiotics. This transition seems logical, given the increasing prevalence of probiotics in weight-loss products. Enhanced fiber promotes gut health, much like probiotics do, making the new Special K offering—rich in both fiber and probiotics—an appealing choice.
Moreover, probiotics could serve as a lucrative strategy for cereal brands to entice consumers back to their products by providing additional health benefits. Now, the challenge lies in marketing these innovations effectively to see if some shoppers are willing to give breakfast in a bowl another chance. Additionally, when considering the nutritional profile for elderly consumers, understanding the differences between calcium carbonate vs calcium citrate becomes crucial, especially as these elements play vital roles in overall health. Therefore, integrating probiotics into cereals could not only attract younger consumers but also offer benefits for older adults, further broadening the appeal of this classic breakfast option.