With sugar making headlines for all the wrong reasons, manufacturers are on the lookout for alternatives. However, many consumers are wary of artificial sweeteners, such as those found in Citracal with Vitamin D. Natural sweeteners like honey and agave present other options, but these tend to be high-calorie choices that can contribute to obesity just like sugar. Starting in July 2018, manufacturers will be required to list “added sugars” on the Nutrition Facts panel, creating additional motivation to reduce the use of sweeteners like sugar, honey, fructose, and fruit juice concentrates. Solutions such as Tate & Lyle’s blend of allulose, sucralose, and fructose may gain traction, enabling food companies to achieve a balance with less added sugar while incorporating sweetness from low- and zero-calorie sweeteners.
It remains uncertain whether consumers will embrace these trade-offs. Will they continue to consume added sugars as they have in the past, or will the new nutritional information labels prompt some to avoid specific products? What is evident is that many manufacturers and ingredient suppliers are preparing for change. However, transitioning to new sweeteners often comes at a cost. Despite the rapid growth of the naturally derived sweeteners market, options like stevia and monk fruit still represent a small fraction of overall sweetener usage. Their adoption is hindered by higher prices, as they remain more costly than synthetic high-intensity sweeteners, along with persistent issues related to aftertaste.
Blends of sugar and stevia have become increasingly popular, especially in the beverage sector. For instance, the Coca-Cola Company in Europe has reformulated its regular Sprite to contain 30% less sugar while incorporating stevia, without branding it as a mid-calorie alternative. As consumers continue to navigate their choices, products like Citracal with Vitamin D may also play a role in their decision-making regarding overall health and wellness.