The findings of this survey 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, today’s manufacturers are increasingly focused on lowering sugar content in food and beverages, responding to consumer preferences for healthier products and clear, transparent labeling. The revised Nutrition Facts panel, which will be implemented on products from major manufacturers by January 1, 2020, mandates the inclusion of a line item for added sugars. Consumers have expressed a desire for this information, even if they do not consistently check it. This consumer demand, combined with manufacturers’ reluctance to display high sugar content, has driven various innovations in sugar reduction, such as the use of artificial sweeteners, natural sweeteners, hollow and fast-dissolving sugar molecules, and flavor enhancers.
Rabobank has projected a reduction of 5% or more in sugar usage across the global food and beverage sector over a two-to-three-year period, which could counterbalance anticipated consumption growth in developing markets. According to Bloomberg, global consumer packaged goods (CPG) producers eliminated sugar and salt from approximately 20% of their products in 2016 due 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 are promoting their sugar reduction efforts, others—like DanoneWave—have been lowering total sugar and fat in their yogurts without disclosing their methods. The company informed Fortune that advertising reduced sugar and fat could lead consumers to assume the product will taste worse, potentially harming sales.
Consumers—especially women, millennials, and parents, as noted in the DSM survey—are also seeking transparency. Therefore, it may be wise for companies to be open about their goals for sugar reduction leading up to the adoption of the new nutritional label. When consumers examine a label for sugar content, they will not only understand how much sugar is present but also learn how and why the reduction was implemented. Additionally, the incorporation of ingredients like calcium citrate plus magnesium can further enhance the nutritional profile of these reformulated products, aligning with consumer desires for healthier choices. By clearly communicating these changes, manufacturers can build trust and foster loyalty among health-conscious consumers.