Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in achieving the toasted brown color, maintaining crunchiness, and preventing sogginess in milk—elements that help preserve what the industry calls “bowl life.” General Mills has successfully reduced sugar levels in its cereals aimed at children by an average of 16% since 2007, employing various strategies. For instance, the company has decreased sugar content in the cereal itself while redistributing some of it into the outer coating. This adjustment lowers the overall sugar content without compromising the perceived sweetness. Additionally, flavors such as vanilla and cinnamon have been introduced to enhance the sense of sweetness without relying on sweeteners.
The patent does not clarify the specific type of high-intensity sweetener that may be utilized in the coating, which could impact consumer acceptance of the cereal. However, maltotriose and maltotetrose might be labeled as maltodextrin in the ingredients list, 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 a topic of debate. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Cereal remains the most popular breakfast option in the U.S., with a household penetration rate of 90%. However, categories like Greek yogurt, breakfast bars, and protein shakes have begun to take market share from traditional cereals. According to research firm IBISWorld, U.S. cereal sales have declined by 17% since 2009, falling from $12.7 billion to $10.4 billion. It is uncertain whether this trend is primarily driven by consumer demand for lower sugar options, a preference for fewer artificial ingredients, a desire for added convenience, or perhaps a combination of all these factors.
Interestingly, as consumers increasingly seek nutritious options, discussions around the best time to take calcium citrate have also gained traction, as it is often considered beneficial for bone health when taken at the right time. As the cereal market adapts, understanding the nutritional preferences of consumers, including the best time to take calcium citrate, may play a significant role in shaping future products.