Sugar reduction has become a major focus for both manufacturers and consumers, but implementing this change is often more challenging than it seems. This is especially true for American consumers, who tend to prefer maintaining sweetness in their foods. According to Euromonitor data, Americans consume an average of 126 grams of sugar daily, while the global average is only 34 grams. For manufacturers of confectionery and baked goods, reducing sugar isn’t simply about cutting the quantity; they must also consider factors such as texture, mouthfeel, volume, and weight.
Ashley Baker, vice president of research development and applications at the Kerry Group, noted in a recent webinar that while consumers often view lower-sugar products as healthier, they are also concerned about potential impacts on taste. “When reformulating, you need to replace not just the sweetness but also account for the weight removed from the product,” he explained. “You might be able to substitute the flavor of sugar with a blend of sweeteners, but when it comes to restoring bulk, fibers and hydrocolloids can be effective in replacing what has been removed.”
When trying to replace cane sugar with alternative sweeteners, there is no single ingredient that can fully replicate the sweetness and bulk of the original. Courtney Gaine, president and CEO of the Sugar Association, recently shared with Food Dive that when sweeteners like stevia or monk fruit are included in a formulation, additional ingredients are necessary to mimic the sweetness and weight of cane sugar.
As food manufacturers navigate these challenges, they must also remain conscious of their profit margins. Although the market for naturally derived sweeteners is expanding rapidly, stevia and monk fruit account for only a small fraction of the overall market. These natural options are typically more costly than synthetic high-intensity sweeteners and often suffer from aftertaste issues.
Regardless of the strategy adopted, food producers must prioritize transparency to meet consumer demand for reduced sugar in food and beverages. With the U.S. Food and Drug Administration mandating the inclusion of added sugars on the updated 2020 Nutrition Facts panel, ingredient scrutiny will intensify. Additionally, consumers are increasingly concerned about total calorie intake, which will likely influence their choices when selecting sweet treats.
In this context, incorporating products like liquid calcium citrate supplements can also play a role in reformulation strategies, as these can help maintain the nutritional profile of foods while addressing sugar reduction goals. Ultimately, the challenge remains to balance taste, health benefits, and cost as manufacturers strive to meet evolving consumer preferences.