Sweetener trends combine hedonism and wellness.
The relationship between sugar and American consumers is nuanced. On the one hand, it is thought to be harmful and a factor in the global increase in obesity. Conversely, in its more unprocessed forms, it is seen as pure and organic, and its sweet flavor and texture in recipes provide a cozy and decadent experience.
Additionally complex is the consumer’s connection with non-nutritive sweeteners. Many people wish to consume less sugar, however some people object to items that include artificial sweeteners. Though they have gained popularity, other sweeteners that are thought to be natural also have technical difficulties when employed as a sugar substitute, much like artificial sweeteners.
Artificial sweeteners have become less popular as ingredients, and stevia and other sweeteners are becoming more popular, according to Darren Seifer, an industry analyst for food consumption at The NPD Group in Chicago. “There’s a search underway to identify a sugar-like sweetener that doesn’t raise blood sugar levels. That’s the perfect place, if you pardon the pun.
The flavor and character of a component change when sugar is substituted with another. It has a distinct texture. The true problem facing food makers is how to achieve the sweetness of sugar without sacrificing anything. The standard is substitution without sacrifice.
Interest in sugar substitution is still high, according to Jon Peters, president of Parsippany, New Jersey-based Beneo Inc.
“Food and beverage manufacturers continue to be interested in reducing sugar content, especially in a natural way,” he stated. “This interest is still growing, particularly because the Nutrition Facts panel now has to list the amount of “added sugars,” which further increases consumer awareness.”
This year, according to Cargill’s Andrew Ohmes, global product line manager for high-intensity sweeteners in Minneapolis, he has been concentrating on high-intensity sweeteners that are thought to be natural. Truvia and ViaTech are two of the stevia variants that Cargill sells. Additionally, the business and Royal DSM, Heerlen, The Netherlands, jointly own Avansya, a joint venture that makes the fermented steviol glycoside product EverSweet. The joint venture started making EverSweet at a new processing plant in Blair, Nebraska, this past November.
According to Cargill’s internal research, high-fructose corn syrup, artificial high-intensity sweeteners, and sugar are six of the top ten items that customers are attempting to avoid, according to Mr. Ohmes. “A good opportunity has presented itself to introduce reasonably priced, delicious solutions that satisfy consumer demand.”
Assembling a well-rounded portfolio
The way businesses like The Hershey Co., Hershey, Pa., and Mondelez International, Inc., Deerfield, Ill., manage their product portfolios may be another indication that they want to lessen the amount of sugar they use as a primary ingredient in their products. The company’s product lines were completely changed by Hershey’s $1.6 billion acquisition of Amplify Snack Brands in 2017. Management stated that the intention was to refocus the company’s attention from confections to snacks. Since then, Hershey has acquired Pirate Brands from B&G Foods, Inc. and One Brands, LLC, expanding its presence in the snacking market.
Although the foundation of Mondelez’s business is its sweet and decadent brands, such as Cadbury, Milka, Oreo, and Lu, the company’s management sees potential to grow into adjacent categories that take advantage of consumers’ interests in both pleasure and wellness.
CEO and chairman of Mondelez International Dirk Van de Put stated, “Some consumers want permissible treats with inclusions, like fruits and nuts, or they want less-sweet chocolates or even their favorite treats, but in smaller portions,” during a presentation on February 18 at the Consumer Analyst Group of New York conference. “Some people prefer healthier options, such as gluten-free or lower sugar options, like the 30% less Cadbury we sell in the UK and India.”
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Although the foundation of Mondelez’s business is its sweet and decadent brands, such as Cadbury, Milka, Oreo, and Lu, the company’s management sees potential to grow into adjacent categories that take advantage of consumers’ interests in both pleasure and wellness.
CEO and chairman of Mondelez International Dirk Van de Put stated, “Some consumers want permissible treats with inclusions, like fruits and nuts, or they want less-sweet chocolates or even their favorite treats, but in smaller portions,” during a presentation on February 18 at the Consumer Analyst Group of New York conference. “Some people prefer healthier options, such as gluten-free or lower sugar options, like the 30% less Cadbury we sell in the UK and India.”
“There have been noticeable changes in consumption when it comes to foods sweetened with sugar,” Mr. Seifer stated. The previous top categories were fruit juices, confections, sugary snack items, and carbonated soft drinks (CSDs), which had a brief moment of health appeal but saw a decline in consumer demand due to their high sugar content.
Bottled water has gained popularity as consumers have moved away from CSDs. According to Mr. Seifer, seltzer consumption has also been rising.
However, he clarified, “We are not talking about a complete rejection of CSDs.” “They continue to be the most popular drinks that diners order.”
According to the 2019 Food & Health survey by the International Food Information Council Foundation, 80% of consumers aim to cut back on or stay away from sugars in their diets. The top three things that customers do are cut back on their intake of carbohydrates, drink water instead of caloric beverages, and remove specific foods and beverages from their diets.
According to Mr. Seifer, examining the problem in relation to particular product categories as well as the time of day may help identify new trends about sugar reduction.
He stated, “For instance, breakfast food helps people start the day off right.” These are the primary reasons to abstain from sugar in the morning. We become more relaxed as the day goes on. Whether it’s from work or anything else, we experience mental tension that leads to afternoon eating and increased sugar intake. The peak consumption of sugary snack items occurs in the evening, around 8 p.m.