Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a crucial role in achieving the toasted brown color, providing crunch, and preventing sogginess in milk—what the industry refers to as “bowl life.” Since 2007, General Mills has successfully lowered the sugar content in its cereals aimed at children by an average of 16% through various methods. For instance, the company has cut sugar directly from the cereal and relocated some of it to the coating, which reduces overall sugar levels without compromising the sweet taste. Additionally, flavors like vanilla and cinnamon have been incorporated to enhance sweetness without relying on extra sweeteners.
The patent does not specify which type of high-intensity sweetener might be used in the coating, which could influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be labeled as maltodextrin, which may not align with the “clean label” trend. The impact of this clean label concept on purchasing decisions in the cereal market is still debated. Notably, maltodextrin is already part of the ingredient list for General Mills’ Cinnamon Toast Crunch, 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, alternatives like Greek yogurt, breakfast bars, and protein shakes have begun to chip away at its market share. Since 2009, cereal sales in the U.S. have declined by 17%, falling from $12.7 billion to $10.4 billion, as reported by research firm IBISWorld. It remains uncertain whether this decline stems primarily from consumers seeking lower sugar options, fewer artificial ingredients, added convenience, or possibly a combination of all these factors. Additionally, as consumers become more health-conscious, the inclusion of beneficial ingredients such as calcium citrate and magnesium citrate in cereals could influence their buying choices, making it essential for brands to adapt to these trends to maintain their market position.