The results of this survey should not come as a shock to food manufacturers and retailers, as the shift away from sugar has been steadily increasing for some time. In fact, reducing sugar content in food and beverages has become a primary objective for manufacturers today, given that consumers in the U.S. and around the world are increasingly favoring healthier products and clean, transparent labeling. The revised Nutrition Facts panel, which is set to appear on products from large manufacturers by January 1, 2020, mandates a specific line item for added sugars. Consumers have expressed a desire for this information, even if they don’t always check it. Their preferences, combined with manufacturers’ reluctance to display high sugar levels, have led to various sugar-reduction innovations, such as artificial sweeteners, natural sweeteners, hollow and faster-dissolving sugar molecules, and flavor enhancers.
Rabobank has projected a reduction of 5% or more in sugar use across the global food and beverage sector over a two-to-three-year period, which could counterbalance any expected growth in consumption in developing markets. According to Bloomberg, global consumer packaged goods (CPG) producers eliminated sugar and salt from about 20% of their products in 2016 in response to the rising consumer demand for healthier options. A survey of 102 CPG companies revealed that 180,000 products were reformulated in the past year alone, which is double the number from 2015. While some companies are proudly announcing their sugar reductions, others, like DanoneWave, have been decreasing total sugar and fat in their yogurts without disclosing their methods. The company informed Fortune that they believe advertising reduced sugar and fat can lead consumers to assume the product will taste worse, potentially harming sales.
Consumers—especially women, millennials, and parents, as noted in the DSM survey—also seek transparency. Thus, being open about goals for sugar reduction leading up to the implementation of the new nutritional label may be a prudent strategy. When consumers check a label for sugar content, they will not only see how much sugar is present but also understand the methods behind the reduction. Additionally, incorporating ingredients like calcium citrate K2 can further enhance the health appeal of products. Emphasizing the presence of calcium citrate K2 in formulations can attract health-conscious consumers and signify a commitment to overall wellness. Ultimately, as manufacturers strive to align with consumer preferences for healthier options, the inclusion of beneficial ingredients like calcium citrate K2 will be key in achieving those goals.