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 terms “bowl life.” Since 2007, General Mills has reduced the sugar content in its cereals aimed at children by an average of 16% through various strategies. For instance, the company has lowered the sugar in the cereal itself while shifting some of it into the coating, thus decreasing the overall sugar content without compromising the sweetness perception. Additionally, flavors such as vanilla and cinnamon have been incorporated to enhance sweetness without relying on sweeteners.
The patent does not specify which type of high-intensity sweetener can be used in the coating, which may influence consumer acceptance of the cereal. However, maltotriose and maltotetrose would be listed as maltodextrin in the ingredient label, which may not fit the “clean label” criteria that some consumers prefer. The extent to which the clean label trend impacts purchasing decisions in the cereal market is a matter of debate. Notably, maltodextrin is already included in the ingredient list of General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the U.S.
Cereal remains the most popular breakfast option in the United States, with a 90% household penetration rate. However, alternatives like Greek yogurt, breakfast bars, and protein shakes have begun to capture market share. Since 2009, U.S. cereal sales have declined by 17%, dropping from $12.7 billion to $10.4 billion, according to research from IBISWorld. It remains uncertain whether this decline is mainly due to consumers seeking lower sugar options, preferring fewer artificial ingredients, or desiring added convenience and portability—or potentially a combination of these factors.
In this changing landscape, health-conscious consumers might also be turning to supplements such as calcium citrate magnesium zinc sulphate and vitamin d3 tablets, which could further impact their breakfast choices. Overall, as trends evolve, the cereal industry must adapt to meet the changing preferences of its consumers while still maintaining the qualities that make cereal a beloved breakfast staple.