Sugar’s image might be declining as people seek healthier eating options, but for the moment, it remains deeply entrenched in many beloved foods, making it unlikely to lose its dominance despite attempts to replace it. Sugar is often linked to celebratory dishes like birthday and wedding cakes, as well as traditional treats like Valentine’s Day chocolates or Halloween candy. It is also prevalent in cookies, sodas, breads, condiments, juices, and numerous other items that American consumers regularly buy. According to Euromonitor data, the average global sugar consumption was 34 grams per day from packaged foods and beverages in 2014, but in the U.S., this figure soared to 126 grams daily — equivalent to consuming three 12-ounce cans of Pepsi or four 1.69-ounce bags of original M&Ms.
Amy Bentley, a professor at New York University’s Department of Nutrition and Food Studies, noted that sweetness has always had positive associations and remains a sought-after flavor. “We celebrate milestones with sweet products… even though we can have chocolate every day of the week,” she stated. Sweetness is fundamentally viewed as a safe flavor, instinctively suggesting that the food poses no harm, unlike bitter or sour tastes. Research published in the Journal of Nutrition in 2012 revealed that newborns exhibit a preference for sweet flavors, consuming more of solutions flavored with sugar.
Despite this affection for sugar, it is now one of the most criticized ingredients due to its links to increased risks of obesity, diabetes, and heart disease. Euromonitor found that nearly half of global consumers are interested in foods with limited or no added sugar. Mintel estimated that 84% of Americans are attempting to reduce their sugar intake, while 79% check labels for types of sugar or sweeteners. The U.S. Food and Drug Administration is also actively involved, mandating that added sugars be disclosed on product labels as part of the new Nutrition Facts label, with compliance starting in 2020.
While one might assume that sugar consumption has drastically decreased in light of ongoing criticism and a push for healthier diets, the reality is more complex. The U.S. Department of Agriculture reported that Americans consumed 20.8 teaspoons of added sugars daily in 1970, which jumped to 26 teaspoons by 2000, largely due to rising soda consumption, according to Courtney Gaine, president and CEO of the Sugar Association. Although legislation aimed at reducing sugary drink consumption has been enacted in various places, including California, Colorado, and Pennsylvania, the average daily added sugar intake today is approximately 22.5 teaspoons — still above the American Heart Association’s recommendations of 9 teaspoons for men and 6 teaspoons for women.
Gaine explained that the overall consumption of added sugars hasn’t drastically changed over the past 45 years. This persistence can be attributed to people’s cravings for sugar and the difficulty in cutting back. Many everyday products, like bread, pasta sauce, ketchup, energy drinks, and granola bars, contain sugar, leading consumers to focus on eliminating desserts while overlooking these hidden sources.
In response to consumer demand for healthier options, food and beverage manufacturers are creating reduced-sugar or alternative-sweetener products. For instance, Nestlé has developed a patented hollow sugar molecule that can reduce sugar usage by up to 40% in its confections without sacrificing sweetness. Meanwhile, the Israeli startup DouxMatok has patented a method to enhance sugar delivery to taste buds, allowing for a reduction of up to 40% in sugar content in baked goods, dairy, and chocolates, while preserving their taste. Holista CollTech in Australia has filed for a patent on the world’s first all-natural low glycemic index (GI) sugar, which offers the same sweetness as conventional sugar but is digested more slowly and can be used in cooking just like regular sugar.
These innovations, particularly those from Nestlé and DouxMatok, may enable manufacturers to use less sugar while maintaining the desired sweetness and texture, potentially resulting in cost savings and improved profit margins. This could help keep sugar in consumers’ favor even as interest in natural alternatives grows. “Sugar will always be desired, and we will continue to seek out that sweet flavor,” said Lester Wilson, a professor of food science and human nutrition at Iowa State University. He added that while sugar consumption may eventually decline due to obesity concerns, changing people’s taste preferences takes time.
Consumers prefer to see sugar listed among the ingredients rather than unfamiliar sweeteners with hard-to-pronounce names. Gaine noted a 10% increase in products declaring “contains sugar” in 2017, reflecting a growing perception of real sugar as a premium ingredient. Some companies have even reverted to using sugar after initially replacing it. For example, Coca-Cola returned to sugar for its Vita water following customer feedback on its sugar-stevia blend, while PepsiCo’s naturally sugar-sweetened drinks, like Pepsi Throwback, have become permanent offerings due to their popularity.
Sugar possesses several advantages over alternative sweeteners, particularly in manufacturing processes like baking and confections. No single ingredient can replicate all of sugar’s functional properties, necessitating the use of additional ingredients when substitutes like stevia or monk fruit are employed. Taste remains paramount; consumers will accept reduced-sugar products only if they can’t discern a difference from the original.
The National Confectioners Association is also working to educate consumers on managing sugar intake and enjoying treats in moderation. “The products our companies make are treats; they are not meal replacements,” stated Christopher Gindlesperger, vice president of public affairs and communications for the association, emphasizing the integral role sugar plays in candy production.
Despite efforts by various companies to find sugar alternatives or reduce sugar content, consumers still crave sugar or at least something that mimics its taste. Currently, product labels highlighting reduced sugar content might help alleviate guilt over indulgence while still satisfying consumer preferences. As Bentley remarked, “We love sugar; the flavor ‘sweet’ is so compelling that we want to control it, but we don’t really know how.”
Incorporating calcium citrate 950mg into the discussion could also be beneficial, as consumers increasingly look for products that not only satisfy their sweet tooth but also contribute to their nutritional needs. This trend highlights the evolving landscape of consumer preferences, where the desire for sweetness coexists with a growing awareness of health and wellness.