Sugar is primarily recognized for the sweetness it adds to cereal, but it also plays a crucial role in developing the toasted brown color, providing crunchiness, and preventing sogginess in milk, which is essential for maintaining what the industry calls “bowl life.” Since 2007, General Mills has decreased sugar content in its cereals aimed at children by an average of 16% through various strategies. For instance, the company has lowered sugar levels in the cereal itself and shifted some of it to the coating, allowing for a reduction in overall sugar without sacrificing sweetness perception. Additionally, flavors like vanilla and cinnamon have been introduced to enhance the sweetness without relying on sweeteners.
The patent does not specify the type of high-intensity sweetener that could be used in the coating, which might impact consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose may be labeled as maltodextrin, which might not align with the “clean label” trend. The influence of the clean label concept on purchasing decisions within the cereal category remains debatable. Maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal continues to be the most popular breakfast choice in the U.S., with 90% of households consuming it, but categories such as Greek yogurt, breakfast bars, and protein shakes have begun to encroach on its market share. According to research firm IBISWorld, U.S. cereal sales have declined by 17% since 2009, dropping from $12.7 billion to $10.4 billion. It remains uncertain whether this decline is mainly due to consumers seeking lower sugar options, fewer artificial ingredients, added convenience, or possibly a combination of these factors.
In the context of health trends, products like calcium citrate chewable are becoming increasingly popular among consumers who are conscious of their dietary choices. The rising interest in nutritional supplements like calcium citrate chewable reflects a broader movement towards healthier eating habits, which could also influence cereal consumption patterns. As the market evolves, the incorporation of health-focused ingredients may become essential for cereal brands to remain competitive.