Sugar Reduction

Consumers are looking to get or stay healthy, and are increasingly aware of the varieties of sweeteners being used, and the perceptions that come with them. Overall though, taste is still key and many are torn between great taste and reducing sugar.

The evidence is there

Sugar reduction is a global movement. Governments, the World Health Organisation, and health-focused social media influencers are talking about it. Consumers are looking for ways to get healthy and/or stay healthy, especially given the rise in obesity and diabetes. But consumers are also becoming more conscious of their emotional well-being and are seeking ways to support it through moments of pleasure and escapism. Sugar reduction is a balancing act between nutrition and taste.

Daily sugar consumption and consumer behaviour

Quality of Carbs sugar reduction balance

_{Sources: 1) The Food Institute: Consumers are Eating More Often, Prefer Sweet Snacks; 2) International Food Information Council Foundation, 2020 Food & Health Survey, April 2020; 3) US Center For Disease Control; 4) World Health Organization Projections Of Global Mortality And Burden Of Disease From 2002 to 2030; 5) multiple sources; 6) Italy Ministry of Health, 20th March 2020;}

The market

Global manufacturers are responding to these trends by innovating with sugar reduction. Nine per cent of all food and drink launches in 2020 had no/low/reduced sugar and/or calorie claims. There is a particular boom in alcoholic drinks, as well as nutrition and meal replacement drinks and in soups, sauces, dressings and prepared meals.

Global growth of product launches with no/low/reduced sugar and/or calorie claims

CAGR 2015-2020

Growth map for product launches with a low/no/reduced sugar claim

_{Source: Mintel GNPD launches 2015 – 2020 and claims matches one or more of [Diabetic; Diet/Light; Sugar Free; Low/No/Reduced Carb; Low/Reduced Sugar; Low/No/Reduced Glycemic; Low/No/Reduced Calorie; No Added Sugar]}

Interestingly, sugar reduction product launches with sugar and/or calorie reduction claims using combinations of sweeteners have outpaced launches using a single sweetener. Formulating with combinations often creates a “better-for-you” product, without sacrificing on the sweet taste consumers enjoy.

Global growth of food and drink product launches by sweetening ingredient(s)/combinations

CAGR 2016-2020

_{Source: Mintel GNPD}

Food and beverage companies are also innovating with fibre to help achieve sugar reduction, without sacrificing taste and product integrity. Twelve per cent of the launches in 2020 with sugar/calorie reduction claims contained fibre, and we’re increasingly seeing texturants ranges being incorporated too, with as many as 37% of launches containing texturants.