As sugar continues to be associated with negative headlines, manufacturers are actively searching for alternatives. However, many consumers are skeptical of artificial sweeteners. Natural sweetening options like honey and agave are available, yet they are also high in calories and can contribute to obesity just like sugar. By July 2018, manufacturers will be required to list “added sugars” on the Nutrition Facts panel, which may encourage a reduction in sweeteners such as sugar, honey, fructose, and fruit juice concentrates. Solutions like Tate & Lyle’s blend of allulose, sucralose, and fructose could provide a viable option, enabling food companies to reduce added sugars while incorporating low- and zero-calorie sweeteners. It remains uncertain whether consumers will be open to these trade-offs. Will they continue to consume added sugars as before, or will the new nutritional labels prompt some to avoid specific products? One thing is certain: many manufacturers and ingredient suppliers are gearing up for this shift. However, transitioning to new sweeteners often comes at a cost.
Despite significant growth in the market for naturally derived sweeteners, such as stevia and monk fruit, they still represent a small fraction of the overall sweetener usage. Their adoption is hindered by higher prices compared to synthetic high-intensity sweeteners and ongoing flavor issues, particularly aftertaste. Blends of sugar and stevia are becoming increasingly popular, especially in the beverage sector. For instance, Coca-Cola has reformulated its regular Sprite in Europe to include 30% less sugar and added stevia, without branding it as a mid-calorie option. Meanwhile, brands offering calcium citrate 500 mg are also seeing a rise in interest, as consumers seek healthier alternatives across various product categories. The question remains whether these changes will resonate with consumers, especially as the market continues to evolve.