Sugar’s image may be declining as individuals seek healthier diets, but it remains deeply entrenched in many beloved foods, making it unlikely to lose its dominant position despite attempts to dethrone it. Sugar is often linked to celebratory foods such as birthday and wedding cakes, Valentine’s Day chocolates, and Halloween treats, as well as being a common ingredient in cookies, sodas, breads, condiments, juices, and countless other items regularly bought by American consumers. According to data from Euromonitor, the average global sugar consumption was 34 grams per day in 2014, with the U.S. leading at 126 grams daily—equivalent to three 12-ounce cans of Pepsi or four 1.69-ounce bags of M&Ms.
Amy Bentley, a professor at New York University’s Department of Nutrition and Food Studies, noted, “Sweet has always had positive connotations and been a desirable flavor. We celebrate milestones with sweet products… even when chocolate is available every day.” The preference for sweetness is instinctual, signaling that food is safe to eat, unlike bitter or sour flavors. A study published in the Journal of Nutrition in 2012 indicated that even newborns prefer sweet flavors, consuming more of a sweetened solution.
However, despite the affection for sugar, it is presently one of the most criticized ingredients due to its links to obesity, diabetes, and heart disease. Euromonitor found that nearly half of global consumers prefer products with limited or no added sugar. Mintel estimated that 84% of Americans are trying to reduce their sugar intake, and 79% check product labels for types of sugars or sweeteners used. The U.S. Food and Drug Administration is also proactively addressing this issue by requiring the disclosure of added sugars on product labels as part of the updated Nutrition Facts label, with compliance beginning in 2020.
Given the ongoing scrutiny of sugar and the movement toward healthier eating, one might expect sugar consumption to have significantly declined. However, this is not necessarily the case. According to the U.S. Department of Agriculture, Americans consumed an average of 20.8 teaspoons of added sugars per day in 1970, which rose sharply to 26 teaspoons in 2000, primarily due to soda consumption, as noted by Courtney Gaine, president and CEO of the Sugar Association.
Since then, various legislative measures aimed at reducing sugary drink consumption have been enacted in states like California, Colorado, and Pennsylvania. Concurrently, consumers have gravitated toward healthier beverage options such as tea, water, and coffee. Consequently, soda consumption decreased, with bottled water surpassing it as America’s favorite drink in 2016. Presently, the average person consumes around 22.5 teaspoons of added sugar daily—lower than before but still exceeding the American Heart Association’s recommendations of 9 teaspoons for adult men and 6 teaspoons for adult women. Gaine remarked, “Consumption of total added sugars hasn’t changed that much in the past 45 years.”
The persistence of sugar consumption can be attributed to people’s cravings and the difficulty in cutting back. Many everyday products like bread, pasta sauce, ketchup, energy drinks, and granola bars contain sugar. When consumers consider reducing their intake, they may forgo a nightly dessert but overlook hidden sugars in other foods.
In response to consumer demand for healthier options, many food and beverage manufacturers are developing reduced-sugar or alternative-sweetener products. For instance, Nestlé has patented a naturally reconstructed hollow sugar molecule, allowing a reduction of up to 40% in sugar usage in its confectionery products without sacrificing sweetness. This innovative sugar is expected to appear in Nestlé products soon. Similarly, the Israel-based startup DouxMatok has patented a method to enhance sugar delivery to taste buds, enabling a reduction of up to 40% in sugar content while maintaining the same taste in baked goods, dairy, and chocolate.
Meanwhile, Holista CollTech has filed for a patent for the world’s first all-natural low glycemic index sugar, which is digested more slowly than traditional sugars but still retains a sweet taste and can be used in cooking. These innovations could satisfy consumer desires for sugar while addressing health concerns, allowing manufacturers to use less sugar and potentially increasing profit margins.
As Lester Wilson, a professor of food science and human nutrition at Iowa State University, stated, “Sugar is still going to be desired, and we’ll continue to look for it because we enjoy that sweet taste.” However, he also noted that due to rising obesity concerns, sugar consumption may eventually decline, though it takes time for consumer tastes to evolve.
While consumers prefer to see sugar as an ingredient rather than an unfamiliar sweetener they cannot recognize, Gaine highlighted that the number of products claiming “contains sugar” surged by 10% in 2017, reflecting a trend where real sugar is viewed as a premium ingredient. Some companies are returning to sugar after previously replacing it. For instance, Coca-Cola reverted to sugar in Vitaminwater following customer complaints about a new sugar-stevia blend, and PepsiCo launched Pepsi Throwback and Mountain Dew Throwback in 2009, which became permanent offerings due to their popularity. Kraft also reformulated its original Capri Sun recipe to include sugar instead of high fructose corn syrup.
Sugar boasts several advantages over other sweetener substitutes, particularly in manufacturing processes such as baking and candy-making. Currently, no single ingredient can replicate all of sugar’s functional properties, necessitating the use of additional ingredients when alternatives like stevia or monk fruit are employed. Ultimately, taste remains paramount for consumers. They appreciate reduced-sugar or sweetener substitutes only when the healthier option does not differ in flavor from the original. Coca-Cola’s recent development of a stevia-sweetened soda without the common aftertaste associated with such products exemplifies this trend.
The primary risk for sugar is the emergence of a direct alternative that replicates its qualities. For now, manufacturers are concentrating on providing consumers with sugar in reduced quantities. The National Confectioners Association is also attempting to educate consumers about managing sugar intake and enjoying treats as part of a balanced diet. As Christopher Gindlesperger, vice president of public affairs for the association, stated, “Our products are treats, not meal replacements, and sugar is a crucial ingredient in candy-making.”
Many companies are proactively working to reduce sugar in their products. PepsiCo committed in 2016 to ensure that two-thirds of its global beverage volume consists of drinks with 100 calories or fewer from added sugar per 12-ounce serving by 2025. Stonyfield, the largest organic yogurt maker in the U.S., announced plans to cut added sugars by up to 40% in select products by lowering acidity through specific cultures that produce less lactic acid. Perry Cerminara from Hershey revealed that the company is moving toward smaller portion sizes, aiming for half of its portfolio to contain 200 calories or fewer by 2022.
Despite the ongoing efforts to find sugar substitutes or reduce added sugar, consumers still desire sugar or at least something that mimics its taste. Currently, a label indicating a reduction in sugar content may help assuage their guilt while still satisfying their cravings. As Bentley remarked, “We love sugar. The flavor ‘sweet’ is so compelling and prominent that we want to control it, but we don’t really know how.”
Incorporating calcium citrate elemental conversion into sugar alternatives may also provide a pathway for manufacturers to enhance the nutritional profile of their products. By integrating such innovative approaches, the food industry could potentially balance health concerns with consumers’ enduring preference for sweetness.