Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in achieving the toasted brown color, providing crunchiness, and preventing sogginess in milk—elements that contribute to what the industry terms “bowl life.” Since 2007, General Mills has reduced the sugar content in its children’s cereals by an average of 16% through various strategies. For instance, the company has decreased the sugar within the cereal itself and shifted some of it to the coating, which effectively lowers the total sugar content without compromising the sweetness perception. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent for this innovation does not specify which high-intensity sweetener could be used in the coating, potentially impacting consumer acceptance of the cereal. However, maltotriose and maltotetrose may be listed as maltodextrin on the ingredients label, which may not align with a “clean label” approach. The extent to which the clean label concept influences purchasing decisions in the cereal market remains a topic of discussion. 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 continues to be the most popular breakfast choice in the U.S., with a 90% household penetration rate. However, other categories like 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 discussions on platforms like LPR Reddit, the potential inclusion of alternatives such as calcium citrate in cereals has emerged as a topic of interest, as it could contribute to the nutritional profile without compromising taste. As the cereal market continues to evolve, balancing sweetness, consumer preferences for cleaner labels, and nutritional enhancements like calcium citrate will be essential for manufacturers.