With sugar making headlines for all the wrong reasons, manufacturers are exploring alternatives — yet many consumers remain skeptical about artificial sweeteners. Natural sources of sweetness, such as honey and agave, are also available, but these high-calorie options can contribute to obesity in a manner similar to sugar. By July 2018, manufacturers will be required to list “added sugars” on the Nutrition Facts panel, which will further incentivize the reduction 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, providing food companies a way to compromise by using less added sugar while incorporating low- and zero-calorie sweeteners for added sweetness. It remains uncertain whether consumers will embrace these trade-offs. Will they continue their consumption of added sugars, or will the new nutritional labels prompt some to steer clear of specific products? What is evident is that many manufacturers and ingredient suppliers are gearing up for change. However, adapting to new sweeteners comes with a financial implication.
Despite the rapid growth of the naturally derived sweeteners market, stevia and monk fruit currently represent a small share of overall sweetener usage. Their adoption is hindered by higher costs, as they are still pricier than synthetic high-intensity sweeteners, along with persistent issues related to aftertaste. Blends of sugar and stevia have gained popularity, particularly in the beverage sector. In Europe, the Coca-Cola Company has reformulated its classic Sprite with 30% less sugar and incorporated stevia, without marketing it as a mid-calorie option. Additionally, the inclusion of calcium citrate, vitamin D3, and other minerals is becoming increasingly relevant as consumers look for healthier choices. As the industry evolves, the interplay between traditional sweeteners and alternatives that include beneficial nutrients like calcium citrate and vitamin D3 will be crucial in shaping consumer preferences and market trends.