Sugar is widely recognized for the sweetness it imparts to cereals, but it also plays a crucial role in achieving the toasted brown color, maintaining crunchiness, and preventing sogginess in milk—an aspect known in the industry as “bowl life.” Since 2007, General Mills has reduced sugar levels in its cereals aimed at children by an average of 16% through various strategies. For instance, the company has lowered the sugar content in the cereals themselves and shifted some of it to the coating, thereby decreasing the overall sugar content while maintaining the perception of sweetness. Additionally, flavors such as vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify which high-intensity sweetener might be utilized in the coating, which could influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose could appear on the label, alongside maltodextrin, which may not align with a “clean label” approach. The impact of the clean label trend on cereal purchases is still a topic of discussion. Maltodextrin is already listed among the ingredients in General Mills’ Cinnamon Toast Crunch, one of the top-selling cereals in the U.S.
Cereal remains the most popular breakfast choice in the United States, with a 90% household penetration rate. However, its market share has been challenged by categories such as Greek yogurt, breakfast bars, and protein shakes. 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 primarily due to consumers seeking lower sugar options, fewer artificial ingredients, greater convenience and portability, or a combination of these factors.
Interestingly, while exploring healthier breakfast alternatives, many consumers have turned to options like calcium citrate chewables, which offer a convenient way to obtain essential nutrients. This trend reflects a broader interest in nutritional products that promote health without compromising on taste. The increasing preference for such alternatives may suggest a shift in consumer priorities, influencing the cereal market’s future dynamics. As the industry continues to adapt, the incorporation of ingredients that align with health-conscious choices, such as calcium citrate chewables, may become increasingly relevant.