• As consumers become increasingly aware of sugar content, manufacturing companies are responding to the demand for sugar-free products with the help of natural sweeteners, a trend that will gain momentum in the coming period.
For the coming year, two directions are emerging to achieve the goal of reducing sugar. One has to do with education and outreach to help consumers better understand the amounts of added sugar in their products and how they can be reduced. Then, the other direction encompasses product innovation efforts. They are developed without added sugar, with reduced amounts of added sugar or with the use of sweeteners without increased caloric intake.
Analysts expect the sugar-free food and beverage markets to grow in both 2024 and the following years, as consumers continue to prefer products that support their health, and the mention "zero sugar" it has become increasingly sought after by them on packaging.
The global sugar-free food and beverage market is expected to grow from USD 19.17 billion in 2023 to USD 23.30 billion in 2028, growing at a CAGR of 3,98% during the period, according to a report ReportLinker. And an analysis made by Future Market Insights shows that the sugar-free beverages market will witness accelerated growth from $3.328 billion in 2023 to $13.151 billion in 2033, registering a CAGR of 14,7% during the period.
Most consumers (72%) are looking to limit or avoid sugar altogether, according to the survey "Food and Health 2023" made by International Food Information Council among over 1.000 American consumers. They choose to reduce their sugar intake by looking for the mention of "zero sugar" and on products that are not often associated with added or sugar content.
Will 2024 be the year of natural sweeteners?
Added sugar also sometimes shows up in products you don't expect it to be in, like pasta sauce or dressings, generally pantry staples that help you whip up a quick meal. And if a marketing campaign conveys that the advertised product does not contain added sugar, it will surely increase in the preferences of buyers.
And because consumer skepticism toward artificial sweeteners like aspartame is growing exponentially, demand for natural sweeteners like monk fruit and stevia remains on the rise.
The central theme that manufacturers will need to keep in mind for the year ahead is finding that sweetening alternative that maintains a balance between clean label and delivering the taste and flavor that consumers want. And because some consumers don't like the taste of alternative sweeteners, the challenge is major for ingredient companies, given that data from a study Food Insight shows that 26% of respondents would be interested in more sugar alternatives if they tasted better.
Given the high price of sugar, natural sweeteners such as stevia, monk fruit, honey and others are becoming attractive substitutes for it. But when it comes to product reformulation, manufacturing companies must first consider all the functionalities that sugar offers and come up with viable alternatives to meet these demands. It would also be ideal to gradually reduce the amount of added sugars, to give consumers the opportunity to familiarize themselves with new products with less sugar.
In 2024, manufacturing companies will also look to add other nutritional benefits such as fiber to their products in addition to reducing sugar or salt content.
Sugar consumption is becoming a serious threat to public health
Researchers, doctors and nutritionists are pushing for further reductions in sugar consumption in an effort to lessen its negative impact on health, the amount recommended being only six teaspoons of added sugar per day. Any excess of this amount can lead to an increase in the rate of illness with conditions associated with increased sugar consumption.
Following pressure from The Center for Science in the Public Interest and the New York City Department of Health and Mental Hygiene, in November 2023, FDA (US Food & Drug Administration) organized a virtual public meeting to look at ways to reduce sugar consumption. This action was aimed at the agency setting voluntary targets to reduce added sugar in food and beverages.
It highlighted the work that registered nutritionists are currently doing in both retail channels and in assisting with the development of low-sugar and sugar-free products that are currently available on the market.
Cutting back on sugar has also become a key focus in addressing the US childhood obesity crisis. Earlier this year, the USDA proposed for the first time a reduction in sugar and salt, which would bring calories from added sugar in line with the current recommendation in Dietary Guidelines for Americans (Nutritional Guidelines for Americans) to have less than 10% of your daily calorie intake from added sugar.
Article written by Gabriela Dan, Editor of Arta Albă
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