Sweeteners represent a diverse category of ingredients, encompassing natural sweeteners derived from plants—some of which add calories to food while others are calorie-free. This level of differentiation is rare among food ingredients. HealthFocus International conducted research on sugars and sweeteners both globally and regionally, aiming to help companies grasp consumer motivations and attitudes towards sweetener options. According to their report shared with Food Dive, a majority of consumers worldwide (55%) express concerns about their sugar consumption, making sugar reduction the leading dietary trend on a global scale.
Sugar has traditionally been a fundamental component for manufacturers, providing sweetness and a consistent flavor and texture to various food and beverage products. As consumers increasingly seek sugar alternatives, ingredient suppliers are exploring sweeteners that mimic the taste of sugar without undesirable additives. While stevia and monk fruit are gaining traction, the report notes that other natural alternatives are being identified, refined, and introduced to the market.
Currently, sweet proteins are drawing significant media attention. This term refers to the chemical structure of the plant-derived compounds used as sweeteners; their digestion process allows them not to impact blood sugar and, unlike other non-caloric natural sweeteners, they have a lower likelihood of causing gastrointestinal issues. Brazzein, which comes from the oubli fruit native to West Africa, has gained popularity through the Oobli brand after receiving approval from the U.S. Food and Drug Administration earlier this year. Industry leaders have been utilizing thaumatin solutions for many years, while MycoTechnology has developed a sweetener from the Hungarian honey truffle, claiming it to be 2,500 times sweeter than sugar.
Despite the trend towards reducing sugar intake, many consumers are increasingly concerned about the safety of artificial sweeteners, according to the report. “This creates challenges for manufacturers in catering to all consumer preferences and emphasizes the importance of clearly identifying the ideal target market for your products,” stated Cali Amos, human insights director at HealthFocus International. The report indicates that avoiding artificial sweeteners has consistently ranked lower in recent priorities compared to reducing sugar intake. “While this may suggest a heightened concern for sugar over artificial sweeteners, the reality is more nuanced,” it explains. For example, 96% of consumers use sugar, whereas only 77% use artificial sweeteners, indicating that fewer consumers are likely to reduce or eliminate artificial sweeteners than sugar.
Angela Johnson, dietary and nutrition insights manager at HealthFocus International, noted in the report that it is easier for consumers to conceptualize “less sugar” rather than “less artificial sweeteners.” The phrase “less sugar” is also more familiar to shoppers, whereas the concept of artificial sweeteners is less clear-cut. As more food and beverage products incorporate natural alternatives such as monk fruit and stevia, these ingredients are expected to become the preferred choice for a natural, low-calorie sweetener. Companies like Smart Sweets, a health-conscious candy brand, Olipop, a better-for-you soft drink producer, and Chobani, which offers Chobani Complete Greek Yogurt Smoothies, are already leveraging these ingredients.
“There is significant industry investment in both stevia and monk fruit, focusing on improving processing efficiency, enhancing flavor, and increasing production capacity,” the report states. However, other natural sweeteners like xylitol, erythritol, and allulose, which are naturally found in various plants, are not as widely accepted by consumers. “This may be largely due to their names sounding similar to artificial sweeteners, though some consumers might also shy away from their complex processing methods, which is similarly true for sugar among health-conscious consumers.”
Products such as Three Wishes cereal, Super Coffee, Koia, and Enlightened ice cream utilize these types of ingredients. The report emphasizes that overall consumer confidence largely hinges on how an ingredient is portrayed. “Apart from honey and fruit juice, which most consumers view positively, and artificial sweeteners, which are generally perceived negatively, the majority of consumers regard other sweeteners as ‘neither good nor bad’,” the report concludes. Additionally, the report highlights the importance of nutrients like calcium citrate without vitamin D, indicating that consumer perceptions can be influenced by the broader ingredient profile in products.