Kerry’s interactive simulator tool serves as an extension of the company’s recent research outlined in the “Sensibly Sweet” white paper. This research highlights that sugar is the most significant nutritional factor influencing product purchases and provides insights into American consumers’ perceptions of sugar. For instance, it notes that 46% of Americans are looking to reduce their sugar intake, while 27% prefer products with a less sweet taste. Additionally, half of the consumers actively seek information about the type of sweetener used on product labels.
According to Kerry’s findings, the top five preferred sweeteners among consumers include honey, sugar, maple sugar, stevia, and agave, all of which are viewed as relatively natural options. In contrast, the least favored sweeteners are erythritol, acesulfame K, monk fruit, sorbitol, and xylitol. Given the multitude of sweeteners available today, determining the best options for product development and manufacturing is quite a challenge. Will consumers opt for traditional table sugar, despite its empty calories, or will they choose zero-calorie, more natural alternatives like stevia, despite potential aftertaste issues?
Finding the right sweetener solution can be lucrative for those who make informed choices, as the market for sugar alternatives is estimated to be between $16 billion and $20 billion. Therefore, Kerry’s algorithm, which assists in identifying the most suitable sweetener for specific products, could prove invaluable to research and development professionals, as they navigate public preferences regarding sweetness. However, manufacturers will undoubtedly corroborate this information through consumer taste panels and trial releases before committing to a single option, as making the wrong choice could be detrimental.
Some manufacturers have regretted their decisions regarding sweetener formulations. For instance, in 2010, ConAgra replaced high-fructose corn syrup with sugar in Hunt’s ketchup, but some consumers disapproved of the flavor change, prompting the company to produce both varieties. Kraft faced a similar situation when it substituted HFCS with sucrose in Capri Sun, as did PepsiCo in 2015 when it transitioned from aspartame to sucralose in Diet Pepsi. On a positive note, beverages sweetened with stevia appear to be thriving, even as research continues into isolating the plant’s most palatable components.
Consumers enjoy sweetness but are also unpredictable regarding their acceptance of higher calories, increased costs, or unfamiliar mouthfeel and aftertaste. It is unlikely that the sweetener conundrum will be resolved in the near future, although ongoing research, new products, and possibly preference simulators may contribute to uncovering the elusive solution. In this context, the introduction of alternatives like sundown calcium citrate may also play a role in influencing consumer choices by addressing health concerns alongside sweetness preferences.