Health trends are steering consumers toward healthier food and beverage options that are lower in sugar and artificial sweeteners. Initiatives such as the recent “month without sugar” campaign and state-level soda taxes are keeping the focus on sugar reduction among consumers. The Food and Drug Administration initially mandated that food manufacturers disclose the grams of added sugars in packaged foods and beverages as part of an updated nutrition facts label, although the deadline for compliance has been extended. Nevertheless, major food and beverage companies are actively working to lower sugar and other sweeteners in their products or substitute these ingredients with healthier, more natural alternatives.
Nestle has developed a method to naturally restructure sugar molecules, which allows for a reduction in the amount consumed. This confectionery giant plans to incorporate this new sugar into its products by 2018, enabling the use of up to 40% less sugar without sacrificing sweetness. Stonyfield, the largest organic yogurt producer in the U.S., has also announced plans to cut added sugars by as much as 40% across some of its product lines. Beverage manufacturers have responded by introducing smaller cans and more low-calorie drinks, with many opting for stevia, monk fruit, and other natural sweeteners instead of sugar. Coca-Cola, Dr Pepper Snapple, and PepsiCo have each committed to reducing the calorie content from sugary beverages consumed by Americans by 20% by 2025.
Companies like Pyure are quickly launching various stevia-based products as consumer preferences shift away from sugar. Stevia naturally offers sweetness that is 300 times that of sugar, with zero calories and no impact on the glycemic index. This natural potency enables brands to use significantly less of the ingredient. Companies such as Unilever are incorporating stevia to lower sugar levels in their products without compromising on flavor or texture.
According to Bloomberg, global consumer packaged goods (CPG) producers eliminated sugar and salt from approximately 20% of their offerings in 2016, reflecting the rising consumer demand for healthier products. A survey of 102 CPG companies revealed that 180,000 products were reformulated last year alone—double the amount from 2015. If this trend continues—and all signs suggest it will—the negative impact on the sugar market, as predicted in Rabobank’s report, could very well come to pass.
Moreover, the incorporation of citrate with vitamin D in various products is gaining traction as consumers look for additional health benefits. The presence of citrate with vitamin D not only enhances nutritional value but also complements the ongoing shift toward healthier formulations. As the trend toward reducing sugar continues, the integration of citrate with vitamin D could become a vital aspect of product reformulation strategies, further appealing to health-conscious consumers.