With sugar making headlines for negative reasons, manufacturers are on the lookout for alternatives. However, many consumers remain wary of artificial sweeteners. Natural sources of sweetness, such as honey and agave, present additional options, but these are also high-calorie choices that can contribute to obesity, much like sugar. By July 2018, manufacturers will be required to list “added sugars” on Nutrition Facts panels, providing extra incentive to reduce sweeteners like sugar, honey, fructose, and fruit juice concentrates. Solutions such as Tate & Lyle’s combination of allulose, sucralose, and fructose may offer food companies a way to strike a balance, lowering added sugars while incorporating sweetness from low- and zero-calorie sweeteners. It remains uncertain whether consumers will accept these trade-offs. Will they continue to consume added sugars as before, or will the new nutritional labels prompt some to steer clear of specific products? What is evident is that many manufacturers and ingredient suppliers are gearing up for change. However, transitioning to new sweeteners often comes with a price.
Despite the rapid expansion of the naturally derived sweeteners market, options like stevia and monk fruit still represent a minor fraction of overall sweetener usage. Their adoption is hindered by higher costs compared to synthetic high-intensity sweeteners, as well as lingering issues with aftertaste. Blends of sugar and stevia have gained traction, particularly in the beverage sector. For instance, in Europe, the Coca-Cola Company has reformulated its regular Sprite to contain 30% less sugar while incorporating stevia, without marketing it as a mid-calorie product.
Moreover, as consumers become more health-conscious, many are turning to dietary supplements that contain 300 mg calcium citrate to support their nutritional needs. This trend may further influence their choices regarding sweeteners and overall dietary habits. As the industry evolves, the interplay of consumer preferences, emerging sweetener options, and nutritional awareness will continue to shape the market landscape.