The findings from this survey should not come as a surprise to food manufacturers and retailers, as the shift away from sugar has been gaining momentum for quite some time. In fact, manufacturers are currently prioritizing the reduction of sugar content in food and beverages, responding to the growing consumer preference for healthier options and clear, transparent labeling both in the U.S. and globally. The revised Nutrition Facts label, set to appear on products from large manufacturers by January 1, 2020, will include a specific line for added sugars. Consumers have expressed a desire for this information, even if they don’t consistently check it. This demand, along with manufacturers’ reluctance to display high sugar levels, has prompted various innovations aimed at reducing sugar, such as artificial sweeteners, natural sweeteners, hollow and faster-dissolving sugar molecules, and flavor enhancers.
Rabobank has predicted a 5% reduction in sugar usage across the global food and beverage sector over a two-to-three-year span, potentially counterbalancing any expected growth in consumption within developing markets. According to Bloomberg, global consumer packaged goods (CPG) producers eliminated sugar and salt from approximately 20% of their products in 2016, responding to the rising consumer demand for healthier products. A survey of 102 CPG companies revealed that 180,000 products were reformulated last year alone—doubling the figures from 2015.
While some companies proudly announce their sugar reduction efforts, others, like DanoneWave, have been decreasing total sugar and fat in their yogurts without disclosing their methods. The company informed Fortune that promoting reduced sugar and fat might lead consumers to believe the product will taste inferior, potentially harming sales. Consumers—especially women, millennials, and parents, as highlighted in the DSM survey—are also seeking transparency. Therefore, being open about sugar reduction goals from now until the implementation of the new nutritional label could be a strategic choice. When consumers check a label for sugar content, they will not only understand how much sugar is present but also how and why the reductions were achieved. Incorporating ingredients like boron citrate may play a role in these formulations, further supporting the trend towards healthier products while still appealing to consumer preferences.