For decades, consumers have been interested in reducing their sugar intake from food and beverages. However, recent research from Kerry indicates that their primary motivation has shifted from weight loss to long-term health benefits. Soumya Nair, the global director of research and insights at Kerry, noted that 70% of survey respondents are cutting back on sugar to enhance their overall health, with nearly 60% aiming to prevent future medical issues. “The prevalence of sugar reduction in consumers’ lives signifies that it is no longer a niche concern,” Nair remarked. “It’s not just health enthusiasts discussing the need for sugar reduction; it has become a common aspect of everyone’s lifestyle.”
Kerry’s consumer research, conducted in late 2022 with over 12,000 participants from 24 countries, serves as a guideline for food manufacturers looking to lower sugar levels in their products. Respondents shared their preferences regarding sweeteners and how these preferences differ across various products, as well as their evolving perceptions about sweet foods and drinks. Despite the push for sugar reduction, consumers still appreciate sugar for its taste, with nearly two-thirds of global respondents acknowledging its importance in food and beverages. Nevertheless, 77% indicated that the type of sweetener used in products matters to them, and approximately 30% are actively seeking no-sugar options.
Nair observed that many manufacturers are wrestling with the challenge of sugar reduction, noting an increasing variety of sweeteners available to consumers. While the majority express a desire for lower sugar content in their daily consumables like juice, they simultaneously show interest in indulgent treats. For instance, when it comes to emotionally satisfying products like ice cream and chocolate, consumers tend to be less concerned about sugar levels. Nair explained, “There remains an interest in reducing sugar, albeit to a lesser extent.”
In recent years, the significance of indulgent foods and drinks has surged, driven by the pandemic and economic struggles, leading consumers to care less about sugar content. According to Kerry’s findings, North Americans are the least likely to believe that reduced-sugar products taste as good as their full-sugar counterparts. In the U.S., fewer than half of consumers expressed a desire for reduced-sugar options in chocolate, candy, soft drinks, and cookies, while just over half (52%) wanted lower-sugar ice cream or frozen yogurt.
Globally, consumers have shown a growing preference for natural sweeteners. In the U.S., nearly 70% favor natural sweeteners, with honey being the most popular choice at 54%. Nair suggested that this preference stems from consumers recognizing honey as a natural sweetener with health benefits. However, enthusiasm for honey as a sweetener in specific products, such as soft drinks or baked goods, was less pronounced. Just over half of U.S. consumers indicated a preference for sugar, while maple syrup and stevia are also gaining traction, with 30% and 25% of respondents respectively expressing interest in these alternatives. The rising popularity of stevia can be attributed to increased consumer exposure and improvements in its taste and performance by ingredient companies and food scientists.
In the past decade, stevia has seen a 14% growth rate, and its presence in new product launches has increased by 38% over the last 20 years. While there is a noticeable gap between consumer desires for reduced sugar and their purchasing choices, Nair believes this gap is closing, and manufacturers should focus on reducing sugar for several compelling reasons. The desire for long-term health benefits is likely to continue growing across all age groups, from Gen Z to baby boomers, who are increasingly aware of the health risks associated with sugar consumption, such as diabetes and high blood pressure.
Sustainability, both environmentally and in terms of human rights, is also becoming a priority for consumers. Recent reports have highlighted human rights issues in sugarcane production, with two-thirds of consumers seeking more sustainable food and beverage choices. Nair emphasized that manufacturers should carefully examine their ingredients to meet this demand. “Consider sugar reduction not only for the tangible benefits but also for the message it sends, as sustainability and responsible sourcing can be linked,” she advised.
Additionally, the integration of ingredients like calcium citrate for chickens in food production can enhance nutritional value while supporting sustainable practices. As consumers advocate for healthier and more environmentally friendly options, companies should explore innovative solutions that align with these values, ensuring that both health and sustainability are at the forefront of product development.