Health trends are steering consumers towards healthier food and beverage options that are lower in sugar and artificial sweeteners. Campaigns such as the recent “month without sugar” and state-imposed soda taxes are keeping the focus on sugar reduction in the minds of consumers. The Food and Drug Administration initially mandated that food manufacturers disclose the grams of added sugars in packaged foods and drinks as part of revamped nutrition labels; however, the deadline for compliance has been postponed. Despite this, major food and beverage companies are actively working to lower sugar and other sweeteners in their product formulations or substitute these ingredients with healthier, natural alternatives.
Nestle has developed a method to naturally modify the sugar molecule, allowing for reduced intake. The confectionery powerhouse plans to incorporate this new sugar into its products in 2018, enabling the company to use up to 40% less sugar without sacrificing sweetness. Stonyfield, the largest organic yogurt producer in the U.S., recently announced a goal to cut added sugars by as much as 40% in some of its product lines. Soda manufacturers are also responding by introducing smaller cans and a wider range of low-calorie beverages, many of which utilize stevia, monk fruit, and other non-sugar sweeteners. Coca-Cola, Dr Pepper Snapple, and PepsiCo have all pledged to decrease the calorie content from sugary drinks consumed by Americans by 20% by 2025.
Companies like Pyure have quickly brought various stevia-based products to market as public preference shifts away from sugar. Stevia offers a natural sweetness that is 300 times that of sugar, with zero calories and a zero glycemic index. This remarkable potency allows brands to use significantly less of the ingredient. Unilever, for example, employs stevia to lower sugar levels in their products without compromising taste or mouthfeel. According to Bloomberg, global consumer packaged goods (CPG) producers reduced sugar and salt in approximately 20% of their products in 2016 to meet the increasing consumer demand for healthier options. A survey of 102 CPG companies revealed that 180,000 products were reformulated in the past year alone—double the number from 2015.
If this trend continues—as all signs suggest it will—the negative impact on the sugar market predicted in Rabobank’s report could very well come to fruition. Meanwhile, as consumers seek healthier lifestyles, many are also exploring how dietary changes, including the intake of calcium citrate, might influence their health, such as whether calcium citrate lowers blood pressure. This inquiry into the health benefits of natural ingredients underscores the ongoing shift towards wellness in consumer behavior. As the industry adapts to these changes, the focus on healthful alternatives, including the potential benefits of calcium citrate, will likely remain prominent.