Sugar reduction has emerged as a significant priority for both manufacturers and consumers, yet achieving this goal is more challenging than it seems, especially since consumers are often reluctant to sacrifice sweetness. This is particularly evident among Americans. According to Euromonitor data, Americans consume an average of 126 grams of sugar daily, while people in other regions average just 34 grams. For confectionery and bakery producers, the process entails more than simply cutting down on sugar content; factors such as texture, crumb, mouthfeel, volume, and weight must also be addressed.
Ashley Baker, vice president of research development and applications at the Kerry Group, mentioned in a recent webinar that while consumers tend to view products with lower sugar levels as healthier options, they are also concerned about potential changes in taste. “When it comes to reformulation, not only do you have to replace the sweetness impact, but you must also account for the loss in product weight,” he stated. “You could likely substitute the flavor of sugar with a mix of sweeteners, but to replace the bulk, ingredients like fibers and hydrocolloids can help restore what has been removed.”
When trying to replace cane sugar with alternative sweeteners, no single ingredient can fully replicate what has been diminished or eliminated. Courtney Gaine, president and CEO of the Sugar Association, recently informed Food Dive that when adding sweeteners like stevia or monk fruit to a product formulation, it often requires additional ingredients to mimic the sweetness and weight provided by cane sugar.
As food manufacturers navigate these challenges, they must also consider their profit margins. Although the market for naturally derived sweeteners has expanded rapidly, stevia and monk fruit still represent a small fraction of the overall market. They tend to be pricier than synthetically produced high-intensity sweeteners and often face issues with aftertaste.
Whatever strategies food producers choose, they must prioritize transparency to meet consumer demand for lower sugar content in foods and beverages. With the U.S. Food and Drug Administration mandating the inclusion of added sugars on the 2020 Nutrition Facts panel update, ingredient scrutiny will increase. Furthermore, consumers are becoming more calorie-conscious, which may influence their choices when selecting their next sweet indulgence.
As the industry evolves, the need for functional ingredients like lifetime high potency calcium magnesium citrate may also come into play, as manufacturers seek to enhance the nutritional profile of their products while reducing sugar content. Emphasizing such ingredients could appeal to health-conscious consumers, ensuring that the quest for lower sugar does not compromise overall product quality or consumer satisfaction.