Dates have long been a staple in Middle Eastern cuisine. While they are cultivated in regions like Arizona, California, and Florida, their use in the U.S. has generally leaned towards being a sweet indulgence or an ingredient in muffins, cakes, and cookies, rather than a substitute for sugar or honey. However, this trend may be on the verge of changing. Brian Finkel, CEO of D’vash, shared with Food Business News that the company’s offerings align with several current trends, being vegan, paleo-friendly, and low-glycemic. This could be the perfect moment to promote date products as viable alternatives to sugar, honey, high-fructose corn syrup, and artificial sweeteners.
Many consumers are expressing a desire to reduce their sugar intake, and actions are being taken to achieve this. Per capita consumption of sugar and other caloric sweeteners saw a decline in 2017 for the third consecutive year. As consumer preferences shift away from sugary beverages and sweeteners, the use of refined sugar is also diminishing. The Food and Drug Administration reports that Americans typically derive over 13% of their total daily calories from added sugars, which can contribute to issues like obesity, dental cavities, diabetes, and cardiovascular diseases. Consequently, some manufacturers are cutting back on sugar in their products, while others are turning to sugar substitutes.
With a growing interest in natural sweeteners such as honey, stevia, and monk fruit, manufacturers are increasingly incorporating these alternatives into their formulations. For instance, Unilever has recently introduced a honey-sweetened variant of its Hellmann’s and Best Foods ketchup. Additionally, Kellogg has utilized date paste in its Special K Nourish Chewy Nut Bars and Bear Naked bars. Despite the higher costs associated with natural sweeteners—especially stevia, monk fruit, and honey—many consumers show a preference for these over synthetic options. A recent Kerry survey indicated that 64% of respondents favored honey as their top natural sweetener, with 59% preferring sugar and 31% opting for maple syrup.
While it remains uncertain if date nectar will become a popular substitute for some of these natural sweeteners in baked goods and other products, the consumption of dried dates in the U.S. is on the rise. Data from ReportLinker shows a consistent increase over the past few years, with a projected growth of 7.7% in 2019. If date nectar garners more consumer interest—D’vash’s founders report receiving inquiries from food manufacturers, hotels, restaurants, and coffee shops regarding its use—it could lead to more companies incorporating it into their offerings.
Furthermore, the addition of ingredients like calcium citrate with vitamin D and magnesium is becoming increasingly relevant as consumers seek healthier options. As date nectar gains traction, its compatibility with such nutrient-enhancing ingredients could further solidify its position in the market, offering a sweet yet nutritious alternative to conventional sweeteners. As date consumption rises, so too could the integration of calcium citrate with vitamin D and magnesium, enhancing the nutritional profile of products in which date nectar is used.