Yogurt and cereal: The new snap, crackle and pop?

Yogurt and cereal marry well together because both products are considered inherently healthy, says Mintel's head of innovation and insight

Kellogg Australia reckons there’s a new breakfast cereal trend afloat as consumers replace traditional milk with yogurt or fruit juice, but Mintel’s innovation head says this is nothing new.

Kellogg Australia conducted a “fun and light-hearted, tongue-in-cheek” campaign to coincide with April Fools that asked consumers in Australia how they ate their breakfast cereals – soggy or crunchy.

However, the research threw up some interesting insights, particularly the trend of switching milk with yogurts or fruit juices, a spokesperson for Kellogg Australia told BakeryandSnacks.com.

“Although we have no plans to use these findings for product development, in marketing materials or on-pack, the interesting findings will certainly be shared with our R&D department.”

Yogurt and cereal is nothing new…

David Jago, director of innovation and insight at Mintel, said that while the trend was interesting, it was nothing new.

“Anecdotally there has been more and more interest in putting yogurt with cereal, particularly in markets like Australia, New Zealand, North America and the UK – markets where the idea of a bowl of breakfast cereal with milk is a very intrinsic part of the culture,” he said.

“It’s a trend that has been around for quite a few years, but it’s probably something that’s growing,” he said.

The development of yogurt products that could be poured and the broader use of yogurts meant that the opportunity for cereal-yogurt combinations was bigger, he said.

The two products married well together, he added, because both products, aside from the high sugar and salt levels in some, were considered inherently healthy.

Asked if Kellogg should consider co-branding with a yogurt firm, Jago said it could be a good idea given the power of co-branding and trend towards it. “We’re seeing more and more co-branding – the power of two.”

Australians not that experimental

However, Datamonitor Consumer research indicated that only 6% of Australians prioritize ‘novelty and variety’ at breakfast time.

Melanie Felgate, food and drink analyst of the research firm, said consumers in the market preferred to stick to what was convenient, healthy and familiar.

Almost one-third (30%) of Australian consumers prioritized ‘ease and simplicity’ when consuming or preparing breakfast. Felgate said therefore that on-the-go pots could be a good option for Kellogg or to extend their drinkable breakfast offerings, recently launched in the market.

“With 39% of Australians finding the concept of drinkable snacks appealing, there is definitely scope for expanding this category,” she added.

Related News

Consumers are shifting breakfast habits away from full sit-down breakfasts to RTE cereals, a shift that will see the ingredients market soar, research suggests

Breakfast cereal ingredients will hit $755.4m by 2019

If you're developing cereal for weight management you should use bigger flakes and reduce the calorie density, says lead scientist

The secret to healthy cereal NPD? More air, less flake...

'Breakfast cereal marketers have begun to see glimmers of hope for their beleaguered category,' says Packaged Facts

US cereal U-turn: 10% upswing over next four years, says Packaged Facts

7-Eleven launched its Egg White breakfast sandwich at the start of 2014 - a product that taps into the breakfast c-store trend, FONA says

Snacks still dominate c-store but breakfast trending, says FONA

Cereal makers should consider incorporating black grains into products in China because of the health connotations, Datamonitor Consumer says

Black cereal: How to make a splash in China

YoCrunch and Kellogg's partner to bring cereal to the yogurt aisle

YoCrunch and Kellogg's partner to bring cereal to the yogurt aisle

Mintel: European firms are better at positioning products as 'better-for-you' without screaming health and ramming it down consumers' throats

What can the US learn from Europe? Clean label and subtle nutrition, says Mintel

Lynn Dornblaser & David Jago - directors of innovation and insight, Mintel

Crunch time: Is breakfast cereal doomed to sink?

Ever considered snacking on a bag of cereal like a bag of crisps? 5% of Brits do it (and 95% of analysts have, or seriously considered it)...

‘Stand-still’ cereal segment should consider milk-less snack bags: Canadean

Cereal pot innovation? 'I think we will see other more creative ideas for on-the-go packaging, perhaps added fruit sachets or even milk pouches,' says Datamonitor Consumer analyst

Cereal makers must think outside the pot: Think spoons and fruit sachets

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

'For muffins you need to use milk – it’s an essential ingredient- but instead of milk they’re using yogurt,' says Datamonitor Consumer

Yogurt muffins: A protein punch with a twist

© iStock

Multiple cereal benefits uncovered in first-of-its-kind study

"People are actually increasingly open to experimenting in snacks in a way they aren't ready to in other food groups," says healthy foods analyst

The future of snacks: Health halos, pouch formats and semi-liquid treats

PepsiCo's Quaker brand holds the lion's share of the US hot cereal market through all its varieties which represent 57%. Quaker Real Medleys is the third best-selling variety.

‘Buzzworthy’ superfood ingredients invigorate US hot cereal market

High-fiber muesli range adds a new dimension to Kellogg’s portfolio, says analyst.

Kellogg muesli launch taps into ‘superfood’ trend

Consumers are likely to seek out cheaper breakfast options as the cereal category becomes one of the most expensive categories in daily household foods, according to an analyst

Convenience trend hurts both cereal and baked breakfast goods: Analyst

Kellogg's new three-grain Special K recipe contains 15% less sodium

Special K Australia eyes ‘healthier direction’ after slashing salt

Kellogg's frozen flatbreads are a convenient solution to breakfast traditionalists, says Datamonitor Consumer analyst

Kellogg NPD: Mess-free frozen breakfasts target morning rush