Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a crucial role in achieving the toasted brown hue, adding crunch, and preventing sogginess in milk—qualities that the industry refers to as “bowl life.” General Mills has successfully reduced the sugar content in its cereals aimed at children by an average of 16% since 2007 through various strategies. For instance, they have lowered the sugar content in the cereal itself and shifted some of it into a coating, thus decreasing the overall sugar content while maintaining the perception of sweetness. Additionally, flavors such as vanilla and cinnamon have been incorporated to enhance sweetness without resorting to sweeteners.
The patent does not clarify which specific high-intensity sweeteners could be utilized in the coating, which may influence consumer acceptance of the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin on the ingredient labels, which might not align with a “clean label” approach. The impact of the clean label trend on purchasing decisions in the cereal market is a topic of debate. 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 remains the most favored breakfast option in the U.S., with a 90% household penetration rate. However, categories such as Greek yogurt, breakfast bars, and protein shakes have begun to encroach upon this market. Since 2009, U.S. cereal sales have plummeted by 17%, decreasing from $12.7 billion to $10.4 billion, according to research firm IBISWorld. The reasons for this decline remain unclear; it could be attributed to consumers seeking lower sugar alternatives, fewer artificial ingredients, added convenience, or possibly a combination of these factors.
In light of these trends, some consumers are turning to nutritional supplements like calcium citrate malate, vitamin D3, magnesium, and zinc sulphate tablets to enhance their diets. The inclusion of such supplements reflects a growing awareness of the importance of balanced nutrition, which may also influence consumers’ cereal choices. As the demand for healthier options continues to rise, the cereal industry will need to adapt to meet the evolving preferences of consumers, potentially integrating more nutrient-rich ingredients alongside traditional sweeteners.