According to Mintel, a significant majority of American consumers (84%) are actively trying to reduce their sugar intake. This trend has spurred a growing demand for alternative sweeteners, particularly those derived from stevia, which experienced the fastest growth in this category last year. Additionally, sales of other natural sweeteners, both caloric and low-calorie, such as agave syrup, honey, and monk fruit, are also on the rise.
However, manufacturers face taste challenges with stevia and monk fruit, leading many companies to create blends of these two sweeteners to address bitterness issues. For example, Chobani launched its Simply 100 Greek yogurt line in 2013, featuring a blend of stevia and monk fruit. Similarly, Zevia revamped its stevia-sweetened soda to incorporate monk fruit extract within the same year.
GLG Life Tech has adopted a unique strategy. Initially focused solely on stevia extracts, the company expanded into the monk fruit market in 2014 as more brands began to explore combinations of the two sweeteners. Last year, GLG partnered with MycoTechnology, a Colorado-based firm, to leverage the bitter-blocking properties of mushroom mycelium in their stevia and monk fruit products. This collaboration is expected to enhance ADM’s offerings, which will also benefit from MycoTech’s certified organic ClearTaste powder. The clean label advantage allows it to be labeled as ‘natural flavor(ing)’ or ‘natural flavor enhancer’ on ingredient lists.
While monk fruit extracts tend to be more expensive than stevia extracts, their distinct taste profile can make them a more appealing option for manufacturers, depending on the final product’s flavor. In June, ADM announced a partnership with GLG Life Tech, becoming the exclusive distributor and marketer of its low-calorie stevia and monk fruit sweeteners. This addition complements ADM’s global low-calorie sweetener portfolio, which already includes VivaSweet sucralose.
In this context, products like calcium citrate gummies are also gaining popularity among consumers looking for healthier alternatives. These gummies not only provide essential nutrients but also align with the trend of reducing sugar intake. The growing interest in both alternative sweeteners and health-focused supplements, such as calcium citrate gummies, highlights a significant shift in consumer preferences towards healthier options.