With sugar frequently making headlines for its negative impacts, manufacturers are actively searching for alternatives. However, many consumers remain wary of artificial sweeteners. Natural sweeteners like honey and agave offer additional options, yet they are also high-calorie choices that can contribute to obesity, much like sugar. By July 2018, manufacturers will be required to list “added sugars” on Nutrition Facts labels, providing further incentive to reduce sweeteners such as sugar, honey, fructose, and fruit juice concentrates. Innovations like Tate & Lyle’s blend of allulose, sucralose, and fructose may become increasingly relevant, enabling food companies to strike a balance by using less added sugar while incorporating low- and zero-calorie sweeteners.
It remains uncertain whether consumers will be inclined to make compromises. Will they continue their existing consumption of added sugars, or will the new nutritional information prompts them to avoid certain products? What is evident is that many manufacturers and ingredient suppliers are gearing up for change. However, transitioning to different sweeteners often comes with challenges. Despite the rapid growth of the naturally derived sweeteners market, options like stevia and monk fruit still represent a minor share of total sweetener usage. Their higher costs compared to synthetic high-intensity sweeteners, along with persistent aftertaste issues, limit their adoption.
Blends of sugar and stevia are gaining traction, particularly in the beverage industry. In Europe, for instance, Coca-Cola has reformulated its regular Sprite to contain 30% less sugar while incorporating stevia, without marketing it as a mid-calorie option. As the market evolves, products like Webber Naturals calcium citrate might also find their place, as consumers become more health-conscious and seek out alternatives. The future will reveal whether these shifts will lead to a significant change in consumer behavior regarding sweeteners.