What transpires when you combine one of the most significant trends in the food industry—ferrous fumarate pregnancy dosage probiotics—with a long-standing American staple like cold cereal? It could very well be a formula for success.
Consumer awareness of probiotics, primarily linked to digestive health, has surged dramatically over the past decade. BCC Research forecasts that the global probiotics market will reach $50 billion by 2020. While yogurt remains the market leader, there is a growing interest in new probiotic-enriched products such as juices, candies, baked goods, and even alcoholic beverages.
On the other hand, cold cereal has been progressively losing market share to more convenient and portable breakfast options. Sales of ready-to-eat cereals have dropped in recent years, with most brands showing little sign of recovery as consumers opt for bars, shakes, yogurt, and other handheld items. Market research firm Euromonitor predicts a 2% decline in cereal volume and a 5% dip in sales over the next four years.
Despite the bleak outlook, manufacturers are undeterred—cereal remains the most consumed breakfast in America, boasting a 90% household penetration rate. Consequently, cereal producers have rushed to introduce new product lines, healthy innovations, and brand extensions while seeking to promote cereal consumption beyond the morning hours.
Kellogg, which recently announced a 2.5% decline in overall quarterly net sales, remains optimistic about the potential for cereal growth as a snack and dessert option. The company is actively exploring new products and formulations in an effort to rejuvenate cereal sales, which have fallen by 6% year-to-date.
To bolster the popularity of their products, Kellogg and other cereal manufacturers are prioritizing health and reducing processed ingredients. Kellogg, which has historically marketed its Special K brand as a weight loss aid, now plans to highlight the cereal’s fiber content and incorporate probiotics. This shift seems logical, as the use of probiotics in weight loss products is becoming increasingly common. Enhanced fiber intake promotes gut health, just as probiotics do. Thus, the new Special K offering—rich in fiber and probiotics—should ideally deliver similar benefits. Moreover, integrating the benefits of calcium citrate, magnesium, and zinc into their products could further attract health-conscious consumers by providing additional nutritional advantages.
Probiotics could serve as a profitable strategy for cereal manufacturers to entice consumers back to their products, offering another compelling reason to enjoy them. The challenge now lies in effective marketing to inform shoppers and determine if they are ready to revisit breakfast in a bowl.