For decades, consumers have shown a growing interest in reducing their sugar intake. However, recent research from Kerry indicates that the main motivation for this trend has shifted away from weight loss. Soumya Nair, the global director of research and insights at Kerry, noted that consumers are now prioritizing long-term health benefits. According to the study, seven out of ten respondents are cutting back on sugar to lead healthier lives, while nearly sixty percent aim to prevent future health issues. “Sugar reduction has become a common aspect of everyday life for consumers, rather than a niche concern,” Nair explained. “It’s no longer just a movement led by health enthusiasts; it has become a mainstream topic.”
The consumer research, conducted by Kerry in late 2022 with more than 12,000 participants from 24 countries, offers crucial insights for food manufacturers looking to lower sugar levels in their products. Respondents shared their preferences regarding sweeteners, the varying relationships they have with sweet foods and beverages, and how their perceptions are evolving. Despite the push for sugar reduction, a significant portion of consumers—nearly two-thirds globally—still believe that sugar plays an important role in food and drink due to its appealing taste. However, seventy-seven percent emphasized the importance of the type of sweetener used in products, with about thirty percent actively seeking no-sugar options.
Nair observed that manufacturers are increasingly facing the challenge of sugar reduction. “The market now offers far more sweetener options than ever before,” she stated. Although many consumers express a desire for lower sugar content in their daily beverages like juice, they still seek sweet treats, such as ice cream or chocolate to enjoy alongside coffee, without much concern for sugar levels. “There remains a desire for sugar reduction, though it’s comparatively less pronounced,” Nair added.
In recent years, amid a global pandemic and economic challenges, indulgent foods and drinks have gained significant importance to consumers, which explains their diminished concern for sugar content. According to Kerry, North Americans are the least likely to believe that reduced-sugar foods and drinks taste as good as their full-sugar counterparts. In the U.S., fewer than half of consumers expressed interest in reduced-sugar chocolates, candies, soft drinks, and cookies; just over half—52%—wanted lower-sugar ice cream or frozen yogurt.
Kerry’s survey revealed that consumers worldwide are particularly interested in natural sweeteners. In the U.S., nearly seventy percent prefer natural sweeteners, with honey being the most favored option—54% of respondents identified it as their sweetener of choice. This preference likely stems from honey’s reputation as a natural sweetener and its associated health benefits. However, when consumers were asked about honey’s suitability in specific products like soft drinks or baked goods, their enthusiasm waned.
While just over half of U.S. consumers still prefer sugar as a sweetener, interest in alternatives is rising. Thirty percent favor maple syrup as a top choice, while a quarter are most interested in stevia. Nair noted that stevia is gaining traction in the U.S. due to increased exposure and efforts by ingredient companies and food scientists to enhance its taste and functionality. Most consumers are now familiar with stevia as a natural sweetener and appreciate its calorie-free nature. Over the past decade, stevia has seen a 14% growth rate, with a 38% increase in new product launches over the last 20 years.
Though there appears to be a disconnect between consumer preferences for sugar reduction and their actual purchasing behavior, Nair believes this gap is closing. She urged manufacturers to prioritize sugar reduction for several reasons. The desire for foods and beverages that promote long-term health is expected to rise. Kerry’s findings show consistent concerns regarding sugar’s health risks—like diabetes and high blood pressure—across all age demographics, from Gen Z to baby boomers.
Additionally, sustainability, encompassing both environmental and human rights considerations, is becoming increasingly significant for consumers. Recent reports have highlighted human rights violations in sugarcane production, and two-thirds of consumers now seek more sustainable food and drink options. Manufacturers should carefully evaluate their ingredients to align with this growing demand. “It’s essential not to view sugar reduction solely as a response to market changes,” Nair advised. “Consider the broader message you’re sending, as it can connect sustainability and ingredient sourcing.”
As consumers become more health-conscious and demand sustainable options, products like Kirkland magnesium zinc supplements may gain traction as part of their overall wellness approach. Integrating such products into a reduced-sugar lifestyle can further bolster consumers’ long-term health goals.