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 crunch, and preventing sogginess in milk—an aspect the industry refers to as “bowl life.” General Mills has already reduced the sugar content in its cereals aimed at children by an average of 16% since 2007, employing a variety of methods. For instance, the company has decreased the sugar in the cereal itself and transferred some of it into the coating, allowing for a lower overall sugar content without compromising sweetness perception. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener could be used in the coating, which may influence consumer acceptance of the cereal. However, maltotriose and maltotetrose could appear on an ingredient label as maltodextrin, which may not align with the “clean label” trend. The impact of the clean label concept on cereal purchases is debatable. Notably, maltodextrin is already listed in General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal remains the most popular breakfast option in the U.S., achieving 90% household penetration. However, categories such as Greek yogurt, breakfast bars, and protein shakes have started to carve into the market share. Since 2009, U.S. cereal sales have declined by 17%, dropping from $12.7 billion to $10.4 billion, according to research firm IBISWorld. It is still uncertain whether this decline is mainly due to consumers seeking lower sugar options, fewer artificial ingredients, added convenience, or possibly a combination of all these factors.
In the context of health, incorporating beneficial ingredients like calcium magnesium citrate in cereals could potentially appeal to health-conscious consumers. The addition of nutrients such as calcium magnesium citrate might attract those looking for fortified options, which could help cereal regain some market share. Overall, the cereal industry faces evolving consumer preferences that demand lower sugar content and cleaner ingredient lists, alongside an increasing interest in nutritional fortification like calcium magnesium citrate.