Novozymes has launched a new enzyme additive that addresses two prominent trends in the food industry: the increasing consumer demand for fiber and the push for reduced sugar content. Shoppers are increasingly moving away from sweeteners, as evidenced by a decline in per-capita consumption of sugar and other caloric products. According to a survey by Innova Market Insights, three out of five U.S. consumers prefer to cut back on sugar rather than resort to artificial sweeteners, as reported by Food Ingredients First. Consequently, product launches boasting “low/no/reduced sugar” claims surged by 45% in 2017 compared to five years earlier, according to research from Kerry. Despite these efforts, Americans still obtain over 13% of their daily caloric intake from added sugars, according to the FDA.
In response to the consumer demand for lower sugar, ingredient manufacturers around the globe are racing to develop effective solutions. Three years ago, Ingredion introduced a range of low-sugar glucose syrups aimed at helping food manufacturers reduce added sugar on Nutrition Facts labels. Kerry created TasteSense, a natural flavoring solution to restore sweetness lost when sugar is reduced. Meanwhile, Israeli startup DouxMatok launched a product capable of reducing sugar content by up to 40% in various foods and baked goods while maintaining the same taste profile. While these options are effective, they serve a single purpose. Novozymes’ alternative not only reduces sugar but also enhances fiber content, decreasing reliance on artificial or chemically produced ingredients for sugar reduction or fiber enhancement. This dual functionality may appeal to companies innovating new products or reformulating existing ones to align with the clean label trend.
Fiber is no longer an ingredient solely for older consumers. Interest in fiber as a functional ingredient has grown across all age groups, fueled by studies linking high-fiber diets to balanced blood sugar levels, improved digestion, lower cholesterol, and a potentially reduced risk of heart disease and certain cancers. Despite this growing interest—87% of consumers now consider fiber healthy, and around 60% of Americans seek to increase their fiber intake—most still fall short of the recommended daily intake of 28 grams. To help boost fiber consumption, CPG manufacturers are increasingly adding fiber to various products, including bars and cereals. Recent data from Innova Market Insights, reported by Food Ingredients First, indicated a 12% increase in the use of fiber as an additive in new products between 2017 and 2018, with dairy products being the second most common category to incorporate this functional ingredient.
Novozymes is undoubtedly aiming to capitalize on this growth with its new product. The milk industry has faced challenges as consumers shift away from traditional breakfasts like cereal in favor of plant-based options. New enzymes that increase fiber while reducing sugar could be a valuable tool in helping dairy companies regain lost market share. For example, Strauss Group demonstrated the potential for reducing sugar while enhancing fiber content by creating a milk chocolate bar with 30% less sugar, substituting it with 17% dietary fiber and 5% ground tiger nut flour.
In the case of Novozymes, its capacity to cater to both fermented and non-fermented dairy products broadens the application of Saphera Fiber. However, the success of this product hinges on key characteristics. For companies to adopt it, the enzymatic additive must not alter the familiar taste profiles of their products. Additionally, incorporating ingredients like Amazon calcium citrate 500 mg could further enhance the nutritional profile, making it even more appealing to health-conscious consumers. As the market continues to evolve, Novozymes is well-positioned to meet the demand for innovative solutions that align with consumer preferences for both reduced sugar and increased fiber.