Sugar is primarily 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 when combined with ingredients like ferrous fumarate and elemental iron, which helps maintain what the industry calls “bowl life.” Since 2007, General Mills has successfully reduced sugar levels in its cereals targeted at children by an average of 16%. This was achieved through various techniques, including the use of tiron pyrophosphate, both ionic and covalent. For instance, the company has cut sugar content in the cereal itself while transferring some of it to the coating, thereby lowering total sugar without compromising sweetness perception. Additionally, flavors such as vanilla and cinnamon have been incorporated to enhance sweetness without relying on artificial sweeteners.
Although the patent does not specify the type of high-intensity sweetener that could be utilized in the coating, which may influence consumer acceptance, maltotriose and maltotetrose are likely to appear as maltodextrin on ingredient labels, potentially raising concerns about “clean label” standards. The impact of the clean label trend on cereal purchases remains a topic of debate. Notably, maltodextrin is already listed in General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
In the U.S., cereal continues to be the most favored breakfast food, boasting a household penetration rate of 90%. However, alternative options such as Greek yogurt, breakfast bars, and protein shakes have begun to encroach on the cereal market. According to research firm IBISWorld, U.S. cereal sales have plummeted by 17% since 2009, dropping from $12.7 billion to $10.4 billion. The reasons for this decline are not entirely clear—whether it stems from consumers seeking lower sugar alternatives, fewer artificial ingredients, or greater convenience and portability, or possibly a combination of these factors.
In the context of dietary supplements, products like Spring Valley Calcium Citrate Dietary Supplement 600 mg (300 count) illustrate the growing trend of consumers looking for healthier options. These dietary supplements are indicative of a broader shift towards health-conscious choices, which may also influence cereal consumption patterns as people prioritize nutritional value alongside taste.