When it comes to sweeteners, the world of ingredients can be quite complex. From natural sweeteners found in plants to those that add calories to food and others that are calorie-free, the variety is vast and diverse.
A recent study conducted by HealthFocus International delved into the global and regional trends of sugars and sweeteners to provide companies with insights into consumer motivations and attitudes towards sweetener solutions.
According to the report, a majority of consumers worldwide (55%) are concerned about their sugar intake, making sugar reduction the leading dietary trend on a global scale.
Sugar has long been a crucial ingredient for manufacturers, providing sweetness and texture to a wide range of food and beverage products. As consumers seek out alternatives to sugar, ingredient suppliers are exploring options that mimic the taste of sugar without the undesirable additives.
While stevia and monk fruit are gaining popularity as natural sweeteners, the report highlights the emergence of other natural alternatives such as sweet proteins. These proteins, derived from various plant sources, offer a sweet taste without impacting blood sugar levels or causing gastrointestinal issues.
Industry players are also investing in innovative sweeteners like Brazzein and thaumatin, which offer unique flavor profiles and sweetness levels compared to traditional sugar.
Despite the growing interest in reducing sugar intake, consumers remain wary of artificial sweeteners. This presents a challenge for manufacturers to cater to the diverse preferences of consumers and identify the target audience for their products.
When it comes to consumer priorities, reducing sugar intake typically ranks higher than avoiding artificial sweeteners. This is attributed to the widespread use of sugar compared to artificial sweeteners, making it easier for consumers to visualize and adopt “less sugar” in their diets.
Natural sweeteners like monk fruit and stevia are increasingly being incorporated into food and beverage products as healthier alternatives. Companies like Smart Sweets, Olipop, and Chobani are leading the way in utilizing these natural sweeteners in their products.
Overall, consumer confidence in sweeteners is influenced by how the ingredients are presented. While natural options like honey and fruit juice are generally perceived positively, artificial sweeteners are viewed more negatively. The report suggests that consumer perception of sweeteners varies, with many considering alternatives neither good nor bad.