These survey findings should not come as a surprise to food manufacturers and retailers, as the shift away from sugar has been gaining momentum for quite some time. In fact, reducing sugar levels in food and beverages is a primary objective for manufacturers today, as consumers in the U.S. and beyond increasingly favor healthier options and clear, transparent labeling. The revised Nutrition Facts panel, set to appear on products from major manufacturers by January 1, 2020, includes a specific line for added sugars. Consumers have expressed a desire for this information, even if they do not always check it. This demand, combined with manufacturers’ reluctance to display high sugar content, has led to various sugar-reduction innovations, including artificial sweeteners, natural sweeteners, hollow and rapidly dissolving sugar molecules, and flavor enhancers.
Rabobank has estimated a potential reduction of 5% or more in sugar usage across the global food and beverage industry over a two-to-three-year period, which could counterbalance any expected growth in consumption in emerging markets. According to Bloomberg, global consumer packaged goods (CPG) producers reduced sugar and salt in about 20% of their products in 2016, in response to rising consumer demand for healthier options. A survey of 102 CPG companies revealed that 180,000 products were reformulated last year alone—double the number from 2015. While some companies proudly announce their sugar reduction efforts, others, like DanoneWave, have been lowering total sugar and fat in their yogurts without disclosing the methods used. The company informed Fortune that promoting reduced sugar and fat could lead consumers to assume the product would not taste as good, potentially harming sales.
Consumers—particularly women, millennials, and parents, as highlighted by the DSM survey—also seek transparency. Thus, being clear about goals for sugar reduction leading up to the implementation of the new nutritional label may be a prudent strategy. When consumers examine a label for sugar content, they will not only see how much sugar is present but also understand how and why the reduction was accomplished. Additionally, brands such as Amazon Citracal could leverage this trend by highlighting their commitment to reducing sugar in their products, further appealing to health-conscious consumers. By incorporating these sugar-reduction strategies, companies can not only adhere to consumer demands but also position themselves favorably in a competitive market.