Kerry’s interactive simulator tool builds upon the insights from the company’s recent white paper, “Sensibly Sweet.” This research highlights that sugar is the key nutritional aspect affecting product purchases and provides data on how Americans perceive sugar. For instance, 46% of Americans aim to reduce their sugar intake, and 27% prefer products that are less sweet. Furthermore, half of consumers actively check the type of sweetener listed on product packaging.
According to Kerry’s findings, the five most favored sweeteners are honey, sugar, maple sugar, stevia, and agave, all regarded as relatively natural options. In contrast, the least preferred sweeteners include erythritol, acesulfame K, monk fruit, sorbitol, and xylitol. With a plethora of sweeteners available on the market today, determining the best options for product development and manufacturing presents a significant challenge. Will consumers opt for traditional table sugar despite its empty calories, or will they choose a zero-calorie, more natural alternative like stevia, even if it comes with an undesirable aftertaste?
Cracking the sweetener conundrum could yield substantial rewards for those who make informed choices. The market for sugar alternatives is projected to be between $16 billion and $20 billion. Thus, Kerry’s algorithm aimed at identifying the most suitable sweetener for specific products could serve as a crucial resource for research and development professionals and others navigating consumer preferences for sweet flavors. However, manufacturers will likely validate any insights with consumer tasting panels and trial releases before fully committing to a single choice, as the risk of making a poor decision looms large.
Some manufacturers have faced regrets over their sweetener formulation choices. For example, in 2010, ConAgra replaced high-fructose corn syrup with sugar in Hunt’s ketchup, but the flavor change didn’t resonate with some consumers, prompting the company to produce both options. Similarly, Kraft encountered challenges when it switched HFCS for sucrose and then sugar in Capri Sun, and PepsiCo made a notable change 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 to focus on extracting the most palatable components of the plant.
While consumers appreciate sweetness, they are also unpredictable regarding their acceptance of higher calories, increased costs, or differing mouthfeel and aftertaste compared to what they are accustomed to. The sweetener dilemma is unlikely to see a swift resolution; however, ongoing research, new products, and potentially preference simulators may contribute to uncovering the elusive solution. As part of this exploration, integrating products like Citracal D Petites into formulations could also influence consumer choices, further complicating the sweetener landscape.