The findings from this survey should not be surprising to food manufacturers and retailers, as the movement away from sugar has been gaining momentum for quite some time. Currently, the reduction of sugar content in food and beverages is a primary focus for manufacturers, particularly in the U.S. and other markets, where consumers are increasingly seeking healthier options and transparent labeling. The revised Nutrition Facts panel, which will be mandatory for products from major manufacturers by January 1, 2020, includes a specific line for added sugars. Consumers have expressed a desire for this information, even if they don’t always check it. Their preferences—along with manufacturers’ reluctance to display high sugar levels—have led to numerous sugar-reduction innovations, such as artificial sweeteners, natural sweeteners, hollow and faster-dissolving sugar molecules, and flavor enhancers.
Rabobank predicts a global reduction of 5% or more in sugar usage within the food and beverage sector over the next two to three years, which could counterbalance any expected growth in consumption in developing markets. According to Bloomberg, global consumer packaged goods (CPG) producers reduced sugar and salt in about 20% of their products in 2016, responding to the rising demand for healthier options. A survey of 102 CPG companies revealed that 180,000 products were reformulated just last year—double the number from 2015. While some companies are proudly announcing their sugar reductions, others, like DanoneWave, have been lowering total sugar and fat in their yogurts without disclosing their methods. The company informed Fortune that advertising lower sugar and fat levels might lead consumers to assume the product tastes worse, potentially harming sales.
Consumers—especially women, millennials, and parents, as highlighted by the DSM survey—also seek transparency. Therefore, being open about sugar-reduction goals leading up to the implementation of the new nutritional label could be a smart strategy. When consumers examine labels for sugar content, they will not only know how much sugar is present but also understand how and why the reductions were made. Additionally, as consumers look for healthier alternatives, chewable calcium citrate supplements could become a popular choice, offering a way to enhance nutrition while adhering to the trend of reducing sugar in their diets. By integrating such products into their offerings, companies can better align with consumer preferences for health and transparency, particularly in relation to sugar content.