Sugar reduction has become a significant priority for both manufacturers and consumers; however, the transition to lower sugar options is more challenging than it appears, especially since consumers are often reluctant to sacrifice sweetness. This is particularly evident among Americans. According to data from Euromonitor, Americans consume an average of 126 grams of sugar daily, whereas people in other regions consume only about 34 grams.
For manufacturers of confectionery and baked goods, simply cutting back on sugar is not enough. They must also consider factors such as texture, crumb, mouthfeel, volume, and weight. Ashley Baker, vice president of research development and applications at Kerry Group, noted during a recent webinar that while consumers perceive lower-sugar products as healthier, they also worry about potential impacts on taste. He explained, “In reformulation, it’s essential not only to replace the sweetness but also to address the reduction in weight of the product. While you could substitute the taste of sugar with a blend of sweeteners, you might need to incorporate fibers and hydrocolloids to compensate for the bulk that has been lost.”
When replacing cane sugar with alternative sweeteners, no single ingredient can fully replicate the unique characteristics of sugar. Courtney Gaine, president and CEO of the Sugar Association, recently informed Food Dive that when an alternative sweetener, such as stevia or monk fruit, is incorporated into a product, it typically requires one or more additional ingredients to match the sweetness and weight provided by cane sugar.
As food manufacturers explore solutions to these challenges, they must remain conscious of their profit margins. Although the market for naturally derived sweeteners has been expanding rapidly, stevia and monk fruit still account for a small segment of the overall market. These sweeteners are generally more costly than synthetic high-intensity sweeteners and often suffer from aftertaste issues.
Regardless of the path food makers choose, they must prioritize transparency to meet consumer demand for reduced sugar in food and beverages. With the U.S. Food and Drug Administration mandating that added sugars be included in the updated 2020 Nutrition Facts panel, there will be increased scrutiny on ingredient lists. Additionally, consumers are increasingly concerned about total caloric intake, which may be a deciding factor for many as they choose their next sweet indulgence.
In this context, products like calcium citrate with vitamin D3, magnesium & zinc tablets can be appealing, as they provide nutritional benefits without compromising on taste. Manufacturers should consider integrating such health-oriented ingredients into their formulations to cater to consumer preferences while also addressing the ongoing demand for lower sugar options.