Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in providing the toasted brown color, crunchiness, and preventing sogginess in milk—elements that contribute to what the industry calls “bowl life.” Since 2007, General Mills has successfully reduced the sugar content in its cereals aimed at children by an average of 16% through various methods. For instance, the company has lowered the sugar content in the cereal itself while relocating some of it to the coating, effectively decreasing the overall sugar level without compromising the sweetness perceived by consumers. Additionally, flavors such as vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not detail the specific type of high-intensity sweetener that might be incorporated into the coating, which could influence consumer acceptance of the cereal. However, maltotriose and maltotetrose are listed under maltodextrin on ingredient labels, which may not align with the “clean label” trend. The impact of the clean label concept on purchasing decisions within the cereal market is a topic of debate. Notably, maltodextrin is already found in General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Cereal remains the leading breakfast choice in the U.S., boasting a 90% household penetration rate. However, products such as Greek yogurt, breakfast bars, and protein shakes have started to encroach on this market. According to research firm IBISWorld, U.S. cereal sales have declined by 17% since 2009, falling from $12.7 billion to $10.4 billion. It remains uncertain whether this drop is primarily due to consumers seeking lower sugar options, fewer artificial ingredients, added convenience, or a combination of all these factors.
In this context, the introduction of products like Solgar calcium citrate may appeal to health-conscious consumers, further shifting market dynamics. As consumers become increasingly aware of their dietary choices, they may lean towards cereals that complement their health goals, including those that provide essential nutrients like calcium. The potential integration of health-oriented products and ingredients could redefine cereal consumption trends in the coming years, especially as brands strive to meet evolving consumer preferences.