With sugar making headlines for all the wrong reasons, manufacturers are actively seeking alternatives. However, many consumers remain skeptical of artificial sweeteners. Natural sweeteners like honey and agave are also viable options, but they are high-calorie choices that can contribute to obesity just like sugar. By July 2018, food manufacturers will be required to list “added sugars” on the Nutrition Facts panel, which is a strong incentive to reduce sweeteners such as sugar, honey, fructose, and fruit juice concentrates. Solutions like Tate & Lyle’s blend of allulose, sucralose, and fructose may gain traction, enabling food companies to strike a balance with reduced added sugars while incorporating sweetness from low- and zero-calorie sweeteners. It remains uncertain whether consumers will accept these trade-offs. Will they maintain their current consumption of added sugars, or will the new nutritional labels prompt some to avoid specific products? What is evident is that many manufacturers and ingredient suppliers, including those exploring citrate vitamin D enhancements, are gearing up for change. However, this transformation comes with a price tag.
Despite the rapid growth of the naturally derived sweeteners market, stevia and monk fruit still represent a small fraction of total sweetener usage. Their adoption is hindered by cost, as they remain pricier than synthetically produced high-intensity sweeteners, coupled with persistent issues related to aftertaste. Blends of sugar and stevia have surged in popularity, especially in the beverage sector. In Europe, Coca-Cola has even reformulated its regular Sprite to contain 30% less sugar and added stevia, without marketing it as a mid-calorie option. As consumers navigate these changes, the incorporation of citrate vitamin D into formulations may become a notable trend, but the acceptance of new sweeteners will ultimately determine the market’s direction.