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When Innova Market Insights conducted a thorough examination of consumer trends, they discovered a noticeable shift in attitudes towards sugar, with an increase in interest in products with lower sugar content.
This change is partly due to a growing consumer awareness of the health consequences associated with a high sugar diet. Excessive sugar consumption has been linked to various chronic conditions, such as obesity, diabetes, and heart disease. The impact of sugar on dental health is also well-established. Popular diets like keto and low-carb require individuals to drastically reduce their sugar intake. Particularly, parents are becoming more conscious of the potential effects of sugar and are opting for products with restricted sugar for their young children.
Government actions, such as national guidelines on sugar intake and local sugar taxes, further emphasize the significant link between health and reducing sugar consumption. There has been a substantial increase in sugar-related claims on food and beverage packaging, guiding consumers towards options with reduced sugar. The potential standardization of front-of-pack claims will bring more attention to sugar content.
Consumer Awareness
Innova’s annual surveys of consumer trends in the US show a growing consciousness among consumers about the need to limit sugar intake, with older consumers over the age of 55 being particularly aware. More than half of survey participants actively report reducing their sugar consumption. US consumers are also making efforts to limit or decrease their purchase of products containing high sugar levels. Interestingly, consumers are reluctant to give up indulgences; instead, they seek out healthier versions of indulgent foods. It is worth noting that consumers are less concerned about natural sweeteners like maple syrup and honey compared to limiting artificial sweeteners and sugar.
According to surveyed parents, they are more focused on restricting sugar in their children’s diets than in their own. Parents recognize the importance of establishing Healthy Eating habits from a young age.
There has been a gradual but steady increase in the number of food and beverage launches in the US featuring sugar-related claims. These claims help consumers looking for products with little or no sugar. Recently, “no added sugar” and “sugar-free” claims have been prominent with “sugar-free” claims experiencing the most significant growth. “No added sugar” and “low sugar” claims are also on the rise.
Innovations in Sweeteners
Successful sugar reduction heavily relies on innovative sweeteners that mimic the sensory aspects of sugar and its multifunctionality in food and beverages. Sweeteners are categorized into bulk sweeteners (sugar alcohols), artificial non-nutritive sweeteners, natural non-nutritive sweeteners, and sweet fibers.
Bulk sweeteners like sorbitol, maltitol, and the newer erythritol are commonly used in confectionery. Erythritol, in particular, is gaining popularity in beverages and indulgent treats due to its sugar-like taste with fewer calories, making it suitable for keto diets.
Artificial sweeteners such as sucralose, aspartame, and acesulfame K are known for their intense sweetness and blend well with various applications, especially beverages.
Natural sweeteners like stevia and monk fruit are becoming increasingly popular for their zero calories, intense sweetness, and natural profile. Stevia, monk fruit, and erythritol are popular choices due to their natural origins, providing a healthy halo effect to labels and ingredient lists.
Upcoming sweeteners such as allulose and tagatose, which are rare sugars produced through biofermentation, closely mimic the taste and functional properties of sugar, are considered natural, and have fewer calories. Manufacturers can combine these sweeteners with small amounts of stevia or monk fruit to enhance sweetness. Sweet proteins like brazzein and thaumatin are produced for commercial use by precision fermentation, providing zero calories and a sweetness different from other sweeteners.
Soluble fibers like chicory root fiber and resistant maltodextrin offer sweetness, bulk, and fiber to products. Erythritol is favored in keto-friendly products like ice cream to reduce net carb counts.
Some ingredient manufacturers create custom suites of sweeteners tailored to specific product applications, replicating the sweetness and functional properties of sugar effectively.
Sweeteners in Different Categories
Sugar reduction and sugar-related claims are gaining prominence in the beverage sector, particularly in zero-alcohol beverages, sports nutrition drinks, and soft drinks.
New sugar-free alternatives to popular soft drinks provide healthier options for consumers. Beverages with no added sugar are also becoming popular, with natural alternatives like stevia and monk fruit extract gaining traction. Beverages with sugar-related claims often combine additional health claims like gluten-free, vegan, and non-GMO to project a clean and healthy image.
Dairy alternative drinks, lacking naturally occurring lactose, are promoted as zero sugar options. Stevia and monk fruit extract are chosen sweeteners for sports drinks, appealing to athletes seeking natural, functional beverages. Indulgent categories like bakery, confectionery, desserts, ice creams, and fruit-based snacks are also incorporating sugar reduction strategies.
Various sweetener combinations are adapted based on specific categories. In confectionery, a mix of erythritol, stevia, monk fruit extract, and allulose is commonly used in sugar-free candies and chocolates. For bakery products, sugar alcohols like erythritol, glycerol, and maltitol replace the bulk of sugar, while stevia and monk fruit extract provide sweetness.
The trend of sugar reduction extends to savory categories like ready meals, side dishes, sauces, and seasonings. Recent launches include products like sugar-free spaghetti made from hearts of palm, no-added sugar organic pasta sauce, and other reduced sugar sweet spreads.
Future of Sugar Reduction
Sugar reduction is a significant trend shaping the US food and beverage industry, responding to consumer demand, regulations, and sweetener innovations. Manufacturers are offering a wide range of sugar-reduced options by utilizing various sweeteners and ingredients to replicate the taste and functionality of sugar without the added calories.
Focusing on consumer and product trends related to sugar reduction suggests an ongoing evolution in sugar replacements. Similar to past efforts in reducing sodium, manufacturers are gradually reducing sugar in products without explicitly informing consumers to retain customer loyalty.
Research on the long-term health effects of sweeteners could influence the preference for certain sweeteners over others. Technological advancements in precision fermentation will expand sweetener options, including naturally occurring sweeteners like stevia components and proteins like brazzein and thaumatin.
Manufacturers have opportunities to tailor sugar-related claims to specific product categories, leverage beverage trends, and explore sugar reduction in savory categories by emphasizing seasoning profiles to distract from sugar reductions.
The future of food and beverage innovation in the US will continue to be shaped by the growing demand for sugar reduction. Manufacturers who adapt to this changing landscape, embrace new ingredients, and prioritize consumer education will be best positioned to meet evolving market needs.
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Emil Kovács graduated from the Journalism program at Eötvös Loránd University in Hungary. During his journalism studies, he focused on data journalism, investigative reporting, and multimedia storytelling. He gained experience by writing for the university’s student newspaper, where he gained attention for his articles on social issues. After graduation, Emil began working as a reporter at a European news agency, where he conducts in-depth analyses of international news and current events.
