Until now, the company has refrained from announcing changes to its products, opting instead to reformulate behind the scenes, hoping consumers won’t notice. While food manufacturers are under pressure to produce healthier offerings, taste remains a critical factor for sales, and any misstep could be costly. If they move too quickly, manufacturers risk backlash, as was the case when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that advertising reductions in sugar and fat can lead consumers to believe the product may not taste as good, which could harm sales. Consequently, Dannon has adopted a “stealth health” reformulation approach and has chosen not to highlight ingredient changes on its packaging or signage.
Many food companies are revamping their portfolios to include healthier options, whether by launching new, better-for-you products, reformulating existing ones, acquiring smaller manufacturers focused on healthy foods, or employing a combination of these strategies. While DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that it used different cultures to lower acidity, thereby minimizing the need for added sweetness. It’s possible that DanoneWave employed a similar strategy to reach its objectives.
A variety of companies, including those traditionally known for sugary products, are pursuing sugar reduction. Several major confectioners have committed to lowering sugar levels in their offerings. Earlier this year, Nestlé pledged to cut sugar in some of its U.S. sweets and reduce sugar in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could decrease sugar content in certain products by up to 40% without compromising sweetness. Mars has also announced intentions to reduce added sugar in some of its products by 2018.
The significance of sugar content will only increase among manufacturers selling in the U.S. market, regardless of whether they highlight it. Research from The NPD Group indicates that consumers are increasingly interested in a product’s sugar content, not just its fat content or calorie count. The upcoming revamped Nutrition Facts label, set to appear on products by 2018, will place special emphasis on sugar content, detailing both the total sugar and how much was added.
In addition to these changes, the market for calcium citrate supplements for women is growing, as consumers become more health-conscious. Many companies are now integrating calcium citrate supplements for women into their reformulation strategies to cater to this demand. By focusing on both sugar reduction and incorporating beneficial supplements like calcium citrate, companies can enhance their product profiles and appeal to health-oriented consumers.