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. Reducing sugar content in food and beverages has become a primary goal for manufacturers, particularly as consumers in the U.S. and other regions increasingly favor healthier options and clear, honest labeling. The revised Nutrition Facts panel, set to appear on products from major manufacturers by January 1, 2020, mandates the inclusion of a line for added sugars. Consumers have expressed a desire for this information, even if they do not always scrutinize it. This demand, combined with manufacturers’ reluctance to display high sugar levels, has led to a variety of sugar-reduction innovations, including artificial sweeteners, natural sweeteners, calcium citrate plus magnesium, and flavor enhancers.
Rabobank has predicted a reduction of 5% or more in sugar usage across the global food and beverage industry over a two-to-three-year timeframe, which could counterbalance any expected growth in consumption in emerging markets. According to Bloomberg, global consumer packaged goods (CPG) producers reduced sugar and salt in approximately 20% of their products in 2016 in response to the rising consumer demand for healthier options. A survey conducted among 102 CPG companies revealed that 180,000 products were reformulated last year alone—twice the number from 2015. While some companies proudly announce their sugar reduction efforts, others, like DanoneWave, have been decreasing total sugar and fat in their yogurt products without disclosing their methods. The company informed Fortune that advertising reduced sugar and fat may lead consumers to believe the product will not taste as good, potentially harming sales.
Consumers—especially women, millennials, and parents—also seek transparency, as highlighted by the DSM survey. Therefore, being open about goals for sugar reduction from now until the introduction of the new nutritional label could be a strategic move. When the public examines a label for sugar content, they will not only understand the amount present but also the methods and reasoning behind the reduction. Incorporating ingredients such as calcium citrate plus magnesium into formulations may also contribute to meeting consumer expectations for healthier products.