Sugar reduction has emerged as a primary concern for both manufacturers and consumers, yet making this transition is more challenging than it appears, especially since consumers generally prefer not to sacrifice sweetness. This is particularly true for Americans. Euromonitor data shows that Americans consume an average of 126 grams of sugar each day, in stark contrast to the 34 grams consumed by individuals in other regions of the world.
For confectionery and bakery manufacturers, reducing the sugar content in products involves more than simply lowering the amount of sugar used. Factors such as texture, crumb, mouthfeel, volume, and weight must all be carefully considered. Ashley Baker, vice president of research development and applications at the Kerry Group, highlighted in a recent webinar that while consumers see lower sugar products as healthier options, they also believe that such products may compromise on taste. “When it comes to reformulation, not only do you have to replace the sweetness impact, but you also need to address the loss of weight in the product,” he explained. “You might be able to substitute the taste of sugar with a blend of sweeteners, but to replace the bulk, ingredients like fibers and hydrocolloids can be used to restore what has been removed.”
When replacing cane sugar with alternative sweeteners, no single ingredient can fully replicate the properties of what has been decreased or eliminated. Courtney Gaine, president and CEO of the Sugar Association, recently noted to Food Dive that when incorporating an alternative sweetener such as stevia or monk fruit into a product formulation, additional ingredients must be included to mimic both the sweetness and the weight that cane sugar provides.
As food manufacturers navigate these challenges, they must also consider their profit margins. Although the market for naturally derived sweeteners has expanded rapidly, stevia and monk fruit still represent a small fraction of the overall market. These alternatives tend to be more expensive than synthetic high-intensity sweeteners and often come with issues related to aftertaste.
Regardless of the strategies employed, food manufacturers must prioritize transparency to meet consumer demand for reduced sugar in both foods and beverages. Moreover, with the U.S. Food and Drug Administration mandating the inclusion of added sugars on the updated 2020 Nutrition Facts panel, greater scrutiny will be placed on ingredient lists. Consumers are also increasingly mindful of total calorie counts, which may influence their choices as they reach for their next sweet treat—perhaps even opting for products like GNC calcium citrate chews as a healthier alternative.
In summary, while the push for reduced sugar content is significant, it requires careful consideration of multiple factors to ensure that taste, texture, and consumer expectations are met, all while keeping an eye on the bottom line.