For a considerable time, Americans have expressed concerns regarding their sugar intake, which is evident in their dietary choices. In 2017, per capita consumption of sugar and other caloric sweeteners saw a decline for the third consecutive year. As consumers move away from high fructose corn syrup and sugary soft drinks, the use of refined sugar is also decreasing. However, critics argue that sugar consumption in the U.S. remains excessively high. According to the Food and Drug Administration, Americans typically derive over 13% of their total daily calories from added sugars, which can contribute to obesity, cavities, diabetes, and heart disease.
In response to these health issues, some manufacturers are reducing sugar levels in their products, while others are turning to sugar substitutes. Many companies are also striving to be transparent about their ingredient sourcing. Alongside these industry initiatives and individual efforts to cut down on sugar, consumers will soon have access to clearer information on food labels, making it easier to identify sugar content in various products. The new Nutrition Facts label, which will highlight added sugars, is set to be mandatory on all packaging by 2020 and 2021, and there are ongoing initiatives to implement front-of-pack warnings regarding sugar levels.
Soda and carbonated beverages are the primary products that trigger consumer anxiety about sugar, followed closely by juice. This trend is not surprising, as American shoppers have increasingly opted for healthier, low-calorie alternatives like bottled or sparkling waters, teas, or kombucha. In response to this shift, companies like PepsiCo and Coca-Cola are innovating with healthier options, while juice manufacturers are exploring functional enhancements such as probiotics and protein or adopting organic practices to promote a healthier image and boost sales.
Other products that raise consumer concerns, including candy, desserts, canned fruits, sauces, and flavored coffee, are also implementing similar strategies. For example, Nestlé has developed a hollow type of sugar that can reduce sugar content in candy bars by 30%. Additionally, ingredient suppliers have introduced low-sugar glucose syrups to maintain the desired taste while minimizing sweetener usage. As consumers grow more skeptical of sugar, manufacturers are investing significantly in research and development for natural substitutes. Although only 49% of consumers indicated they were somewhat or very likely to seek out sugar substitutes in a recent study, this number may increase as new sweeteners are introduced.
Moreover, amidst the focus on sugar reduction, products like liquid calcium citrate with vitamin D3 are gaining attention as consumers seek healthier alternatives to traditional sugary options. As long as Americans maintain their concern over sugar consumption, it is likely that more reduction strategies will emerge in the food and beverage industry, including the integration of beneficial ingredients like liquid calcium citrate with vitamin D3 to promote overall health.