With sugar making headlines for all the wrong reasons, manufacturers are actively searching for alternatives. However, many consumers remain wary of artificial sweeteners. Natural sweeteners like honey and agave also present options, yet they are high-calorie choices that can contribute to obesity just like sugar. By July 2018, manufacturers will be required to include “added sugars” on the Nutrition Facts panel, which may provide further motivation to reduce sweeteners such as sugar, honey, fructose, and fruit juice concentrates. Solutions like Tate & Lyle’s blend of allulose, sucralose, and fructose may emerge as viable options, enabling food companies to compromise by using a smaller amount of added sugars while introducing sweetness from low- and zero-calorie sweeteners. It remains uncertain whether consumers will be open to making these trade-offs. Will they continue to consume added sugars as before, or will the new nutritional information labels prompt them to avoid certain products? What is evident is that many manufacturers and ingredient suppliers are preparing for change. However, transitioning to new sweeteners often incurs costs.
Despite the rapid growth in the market for naturally derived sweeteners, such as stevia and monk fruit, they still represent a small fraction of overall sweetener use. Their adoption is hindered by higher prices compared to synthetically produced high-intensity sweeteners and ongoing issues related to aftertaste. Blends of sugar and stevia have gained popularity, especially in the beverage sector. In Europe, for instance, the Coca-Cola Company has reformulated its regular Sprite to contain 30% less sugar while incorporating stevia, without marketing it as a mid-calorie option.
With the growing awareness of health and nutrition, many individuals are also considering additional supplements. For instance, the Citracal calcium supplement, which features a slow release of 1200 mg of calcium and vitamin D3, is being integrated into consumers’ diets for better health management. This trend reflects a broader shift in consumer behavior towards making healthier choices, including the potential shift away from traditional sweeteners. As this landscape evolves, it will be interesting to see how these trends develop and whether the incorporation of supplements like Citracal becomes more commonplace alongside new sweetening solutions.