Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a crucial role in giving the product its toasted brown color, providing crunch, and preventing sogginess in milk—an aspect the industry refers to as “bowl life.” General Mills has already reduced sugar levels in its cereals aimed at children by an average of 16% since 2007 through various strategies. For instance, the company has lowered sugar content in the cereal itself and shifted some of it to the coating, which allows for a decrease in overall sugar without compromising the perception of sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener could be employed in the coating, potentially influencing consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose are listed as maltodextrin, which may not align with a “clean label” preference. The impact of the clean label trend on purchasing decisions in the cereal market is still a topic of debate. Notably, maltodextrin is already listed in General Mills’ Cinnamon Toast Crunch, the fifth best-selling cereal in the United States.
Cereal remains the most popular breakfast choice in the U.S., with a 90% household penetration rate. However, products such as Greek yogurt, breakfast bars, and protein shakes have begun to encroach on this category. 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 stems from consumers seeking lower sugar options, fewer artificial ingredients, greater convenience, or a combination of these factors.
In this evolving market, products like Kirkland’s calcium, vitamin D, magnesium, and zinc supplements may also be influencing consumer choices, as health-focused options become more popular. As consumers look for nutritious alternatives, the presence of added vitamins and minerals in breakfast options could sway their decisions, making it essential for cereal brands to adapt. Thus, while cereals continue to be a staple, the landscape of breakfast foods is changing, prompting companies to innovate and meet the demands of health-conscious consumers.