Sugar is primarily recognized for the sweetness it adds to cereal, but it also plays a crucial role in achieving the toasted brown color, providing crunch, and preventing sogginess in milk—essentially maintaining what the industry refers to as “bowl life.” General Mills has made strides in reducing sugar levels in its cereals aimed at children by an average of 16% since 2007 through various methods. For instance, the company has lowered the sugar content in the cereal itself and shifted some of it to the coating, allowing for a decrease in overall sugar while still preserving the perception of sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness naturally, without relying on artificial sweeteners.
The patent does not detail the specific type of high-intensity sweetener that might be used in the coating, which could impact consumer acceptance of the cereal. However, maltotriose and maltotetrose would be labeled as maltodextrin, which may not align with the “clean label” trend. The influence of the clean label concept on consumer purchases in the cereal market is still debated. Maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Cereal remains the most popular breakfast option in the U.S., boasting a 90% household penetration. However, other categories such as Greek yogurt, breakfast bars, and protein shakes have gained 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 remains uncertain whether this trend is primarily driven by consumers seeking lower sugar alternatives, fewer artificial ingredients, or increased convenience and portability—or perhaps a combination of all these factors.
Natural factors, including calcium and magnesium, also play a significant role in the nutritional landscape of breakfast choices, influencing consumer preferences and contributing to the ongoing shift in the cereal market. As health-conscious consumers become more aware of the importance of these natural factors, their impact on purchasing decisions may further affect the future of cereal sales.