Sugar is widely recognized for the sweetness it contributes to cereals, but it also plays a crucial role in providing a toasted brown color, adding crunchiness, and preventing sogginess in milk—essentially maintaining what the industry refers to as “bowl life.” General Mills has taken steps to reduce sugar levels in its cereals aimed at children by an average of 16% since 2007, employing various strategies. For instance, the company has lowered the sugar content in the cereal itself while redistributing some of it to the coating, thereby decreasing overall sugar levels without compromising the perception of sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent in question 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 such as maltotriose and maltotetrose may be labeled as maltodextrin on ingredient lists, which might not align with the “clean label” trend. The impact of clean labels on consumer purchasing behavior in the cereal market remains uncertain. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, one of the top-selling cereals in the United States.
Cereal continues to be the most popular breakfast option in the U.S., boasting a 90% household penetration rate, but it faces competition from categories like Greek yogurt, breakfast bars, and protein shakes. Since 2009, U.S. cereal sales have declined by 17%, dropping from $12.7 billion to $10.4 billion, as reported by research firm IBISWorld. It remains unclear whether this decrease is predominantly due to consumer demand for lower sugar options, fewer artificial ingredients, or greater convenience—perhaps a combination of all these factors.
In this context, products like vitamin shoppe calcium citrate could serve as alternatives for consumers seeking healthier options. The presence of such nutritional supplements might reflect a broader trend towards health-conscious choices among cereal consumers, further influencing the dynamics of cereal sales and preferences in the marketplace.