Sugar is primarily recognized for the sweetness it adds to cereals, but it also plays a crucial role in achieving the toasted brown color, providing crunchiness, and preventing sogginess in milk, which 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 methods. For instance, the company has lowered the sugar within the cereal itself and shifted some of it to the coating, effectively decreasing the total sugar content while maintaining the perceived sweetness. Additionally, flavors like vanilla and cinnamon have been introduced to enhance sweetness without relying on sweeteners.
The patent does not clarify which high-intensity sweeteners could be utilized in the coating, which might influence consumer acceptance of the cereal. However, maltotriose and maltotetrose are listed as maltodextrin on ingredient labels, which may not align with the “clean label” movement. The impact of the clean label concept on purchasing decisions in the cereal market is still debated. 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., enjoying a 90% household penetration rate. However, alternatives 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%, falling from $12.7 billion to $10.4 billion, as reported by research firm IBISWorld. It remains uncertain whether this decline is mainly due to consumers seeking lower sugar options, fewer artificial ingredients, or increased convenience and portability—or perhaps a combination of all these factors.
Interestingly, as consumers look for healthier options, products like Solgar liquid calcium magnesium citrate with vitamin D3 have gained popularity, suggesting a shift in consumer preference towards nutritional supplements. This trend aligns with the ongoing changes in the cereal market, as brands may need to adapt to meet the evolving demands of health-conscious consumers. In light of this, the integration of functional ingredients, such as those found in Solgar liquid calcium magnesium citrate with vitamin D3, could become a vital part of cereal formulations moving forward.