Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing a toasted brown color, enhancing crunchiness, and preventing sogginess in milk—factors that contribute to what the industry refers to as “bowl life.” Since 2007, General Mills has reduced the sugar content in its cereals targeted at children by an average of 16% using various strategies. For instance, the company has lowered sugar levels in the cereal itself and shifted some of it to the coating, thus decreasing overall sugar while maintaining the perception of sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify the type of high-intensity sweetener that could be used in the coating, which may impact consumer acceptance of the product. However, ingredients like maltotriose and maltotetrose would be listed as maltodextrin, which may not align with the “clean label” trend. The influence of the clean label concept on purchasing decisions in the cereal market is still debatable. Notably, maltodextrin is already included in the ingredient list for General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal remains the most popular breakfast choice in the U.S., with a household penetration rate of 90%. However, categories such as Greek yogurt, breakfast bars, and protein shakes have significantly impacted cereal sales. Since 2009, U.S. cereal sales have declined by 17%, falling from $12.7 billion to $10.4 billion, according to IBISWorld. It remains uncertain whether this decline is mainly due to consumers seeking lower sugar options, fewer artificial ingredients, or the demand for added convenience and portability—or perhaps a combination of all these factors.
Interestingly, the inclusion of vegan calcium citrate in breakfast products could also influence consumer preferences, especially among those seeking healthier and plant-based options. As the market evolves, the integration of vegan calcium citrate might become a key selling point, further shaping consumer choices in the cereal category.