Sugar reduction has emerged as a key priority for both manufacturers and consumers, yet achieving this goal is more challenging than it appears, especially since consumers often resist sacrificing sweetness. This is particularly evident among Americans. Euromonitor data indicates that Americans consume an average of 126 grams of sugar daily, in stark contrast to just 34 grams consumed by individuals in other regions.
For confectionery and bakery manufacturers, the task of reducing sugar is not merely about decreasing its quantity in a product. Factors such as texture, crumb, mouthfeel, volume, and weight also need to be carefully considered. Ashley Baker, vice president of research development and applications for the Kerry Group, shared insights during a webinar, noting that while consumers tend to perceive products with reduced sugar as healthier, they also worry about potential impacts on taste. “When formulating with reduced sugar, it’s essential not only to replicate the sweetness but also to address the loss of bulk,” he explained. “While you can likely substitute sugar’s sweetness with a blend of sweeteners, you might need to incorporate fibers and hydrocolloids to compensate for the weight that has been removed.”
When attempting to replace cane sugar with alternative sweeteners, there is no single ingredient that can fully replicate the qualities lost through reduction or removal. Courtney Gaine, president and CEO of the Sugar Association, recently told Food Dive that when a sweetener like stevia or monk fruit is introduced into a formulation, it often requires additional ingredients to mimic the sweetness and weight of cane sugar effectively.
As food manufacturers experiment with solutions to these challenges, they must also remain mindful of cost implications. Although the market for naturally derived sweeteners is expanding rapidly, stevia and monk fruit still constitute a small fraction of the overall market. These sweeteners tend to be more expensive than their synthetic high-intensity counterparts and often carry issues with aftertaste.
Regardless of the strategies employed by food makers, transparency is crucial to meet consumer demands for lower sugar options in foods and beverages. With the U.S. Food and Drug Administration mandating the inclusion of added sugars on the updated 2020 Nutrition Facts panel, greater scrutiny will be placed on ingredients. Additionally, consumers are increasingly concerned about total calorie counts, which may influence their choices when selecting their next sweet treat.
In this evolving landscape, the importance of nutrients like calcium citrate, magnesium, and vitamin D3 cannot be overlooked, as they can be integrated into formulations to enhance their overall health benefits while still addressing the need for reduced sugar content. Incorporating these nutrients can not only help improve nutritional profiles but also appeal to health-conscious consumers looking for sweet treats that contribute positively to their dietary needs.