Recent research conducted by MycoTechnology in collaboration with Brightfield Group reveals critical insights regarding consumer demand for naturally sourced sugar alternatives. The findings emphasize a growing market interest in high-quality, naturally derived sweeteners, catering to the evolving preferences of health-conscious American consumers.
As of November 2024, a significant number of American consumers are actively working to cut down on their sugar consumption. They are on the lookout for innovative, non-caloric sweetener alternatives that not only satisfy their sweet cravings but also taste better. A recent study commissioned by MycoTechnology, Inc., a leader in food and beverage ingredient innovation, dives deep into consumer attitudes toward sugar reduction and high-intensity sweeteners. The study uncovers substantial opportunities within this expanding market.
Through their partnership with Brightfield Group, MycoTechnology gathered proprietary, AI-driven insights from a diverse sample of US adult consumers. Notably, the research identified sugar as the primary item that individuals wish to decrease in their diets. Alarmingly, 75% of respondents expressed a desire for better-tasting non-caloric options, underscoring taste as a primary hurdle in the current market landscape.
Among those consumers who are making strides to reduce sugar intake, 71% report that they achieve this by opting for fewer sweet foods. In contrast, only 31% utilize products containing non-caloric sweeteners. This disparity points to a significant opportunity for improvement in existing reduced sugar formulations. Furthermore, 70% of consumers currently using non-caloric, naturally derived sweeteners indicated interest in exploring new options. The survey results also reveal a robust demand for clean label ingredients, alongside prevalent negative perceptions of artificial sweeteners.
“This research demonstrates clear demand in the market for new, appealing sweeteners that are derived from nature,” stated Caroline Schwarzman, MycoTechnology’s Head of Business Development. “Sugar reduction is top of mind for consumers, but many feel that achieving this goal requires sacrifice—whether that be concerning taste, price, or perceived health risks. This trade-off is preventing the reduced sugar market from reaching its full potential.”
In light of these pressing challenges within the food industry, MycoTechnology is pioneering the development of the first-ever sweet protein derived from honey truffles. This innovative product offers a unique solution to sugar reduction. Following the successful completion of critical technical and safety milestones, the company continues to scale production while partnering with food and beverage innovators to bring the Honey Truffle Sweetener to market.
“Innovative fermentation technologies have enabled us to address common challenges, resulting in a clean sweetness profile with proven safety, digestibility performance, and low cost-in-use,” added Ranjan Patnaik, Ph.D., MycoTechnology’s CTO. “This new solution is designed to tackle the primary concerns of consumers, presenting a significant opportunity for food and beverage innovators to meet market demands and differentiate themselves on the shelf.”
Mark your calendars! MycoTechnology is set to host an engaging workshop at BevNET Live on December 9th in Marina del Rey, California. This event will showcase findings from their proprietary consumer research and feature an exclusive tasting of Honey Truffle Sweetener. Led by Caroline Schwarzman, the workshop will delve into innovative methods to maximize customer satisfaction through effective sugar reduction strategies and enhanced flavor profiles. To learn more about this exciting opportunity, visit the event page to register.
