Sugar is primarily recognized for adding sweetness to cereals, but it also plays a crucial role in providing a toasted brown color, adding crunch, and preventing sogginess in milk, which the industry refers to as “bowl life.” Since 2007, General Mills has reduced the sugar content in its cereals aimed at children by an average of 16% through various methods. For instance, the company has decreased the sugar within the cereal itself and shifted some of it to the coating, allowing for a reduction in overall sugar content without compromising the sweetness perception. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on additional sweeteners.
The patent does not specify which type of high-intensity sweetener may be used in the coating, which could influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be listed as maltodextrin, which might not align with the “clean label” trend consumers often seek. The impact of the clean label concept on cereal purchases is still a topic of debate. For example, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, one of the top-selling cereals in the United States.
Despite cereal remaining the most popular breakfast choice in the U.S., with a 90% household penetration rate, alternatives like Greek yogurt, breakfast bars, and protein shakes have begun to capture market share. 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 trend is mainly due to consumers seeking lower sugar options, fewer artificial ingredients, or greater convenience and portability—or possibly a combination of all these factors.
In light of these changes, some consumers may also look for supplements like Carlson chewable calcium citrate to support their dietary needs alongside their breakfast choices. As the market evolves, it will be interesting to see how brands adapt to meet both health-conscious preferences and the desire for enjoyable flavors in their cereals.