For the past few decades, sugar has experienced a significant decline in popularity. It used to be a prominent ingredient in sodas and breakfast cereals, but now many products have reduced or eliminated sugar in favor of substitutes. This shift is driven by alarming research findings that excessive sugar consumption increases the risk of chronic diseases, such as type 2 diabetes and heart disease. However, even sugar substitutes, particularly non-nutritive sweeteners (NNS), are facing criticism. The World Health Organization (WHO) advises against using NNS to control body weight or reduce the risk of non-communicable diseases, and Nutri-Score now scores negatively for their use.
With the demand for clean labeling still strong, consumers may start to prefer “natural” sugar over non-nutritive and artificial sweeteners. The category of non-nutritive sweeteners includes popular options such as allulose, aspartame, sucralose, stevia, and monk fruit. These sweeteners are low in calories or calorie-free and are many times sweeter than sugar. For example, just 5g of steviol glycosides from stevia provides the same sweetness as 1,000g of sugar because it is perceived as 250 times sweeter.
Consumer research suggests that overall, consumers are seeking reduced-sugar products as healthier alternatives. However, when looking closely at the data, younger consumers are showing more nuanced preferences when it comes to sweeteners. Kerry Group conducted a survey of 12,784 people across 24 countries and found that younger generations prioritize sugar, honey, coconut sugar, and palm sugar more than older generations. They are also more skeptical of ingredients used to replace sugar in food and drinks.
Across all generations, there is a clear preference for “natural” sweeteners over artificial alternatives. In fact, 75% of global consumers prefer sweeteners like honey, sugar, or stevia. The top five most preferred sweeteners globally are honey, sucrose/sugar, stevia, coconut sugar, and fructose. Taste continues to be the deciding factor for consumers, highlighting the importance for product developers to reduce sugar content while maintaining the sweetness and nutrition profile.
Research from Cargill supports these findings, showing that nature-derived sweetener solutions are gaining popularity as consumers move away from artificial sweeteners. Two-thirds of global consumers consider the absence of artificial sweeteners extremely or very important when making food and beverage choices. Ingredients derived from natural sources are perceived as healthier options, including honey, stevia, and stevia leaf extracts.
While sugar alternatives will never be obsolete, there is a growing preference for clean label ingredients in sweet products. Incredo has observed this shift and believes that consumers are turning to clean label options due to health concerns and new guidance from organizations like the WHO. Incredo has developed a sugar technology that allows for a reduction in sugar content without compromising taste. The company expects that solutions made with real sugar will be preferred by consumers without specific health concerns.
However, consumers remain focused on sugar content, regardless of its source. Both Cargill and Kerry have found that consumers are more aware of their sugar consumption and actively seek to reduce it. Although natural sweeteners are preferred, any new sugar-reduced products must match or exceed the taste and mouthfeel of sugar. Stevia is being backed by both companies as a clean label option that meets these demands.
In conclusion, while sugar alternatives will always have an audience, the preference for clean label ingredients and natural sweeteners continues to grow. Consumers are mindful of their sugar intake and value taste above all else. Developers must consider these preferences when reducing sugar content and optimizing product sweetness and nutrition. Both real sugar and alternatives like stevia have a place in the market, as consumers seek to manage their health and maintain indulgent options.