While this study may pave the way for new cancer treatments, it won’t alleviate concerns for manufacturers using sugar in their food and beverage products. Consumers are increasingly cautious about excessive sugar intake, and the revelation that sugar could contribute to faster cell growth will only amplify these concerns. Since 2008, researchers have been investigating the connection between sugar and cancer to gain insight into the Warburg effect, a phenomenon where tumor cells generate energy by rapidly breaking down glucose—something that doesn’t happen in normal cells. Victoria Stevens, a researcher from the American Cancer Society, told CNBC that while the research findings are promising, the focus has been on a singular product. “They are providing a potential explanation for how the Warburg effect could cause cancer, but they are still far from claiming this is a definitive cause,” she noted. Ultimately, more investigation is necessary, and these recent discoveries do not warrant advising cancer patients to adopt a low-sugar diet or alerting consumers about sugar-laden treats like cookies and candies.
In the meantime, food and beverage manufacturers are actively seeking ways to cut sugar from their offerings. According to Bloomberg, global consumer packaged goods (CPG) producers reduced sugar and salt in about 20% of their products in 2016, responding to the increasing consumer demand for healthier options. A survey of 102 CPG companies revealed that 180,000 products were reformulated last year—double the number from 2015. This research may resonate with users, manufacturers, and researchers of alternative sweeteners, as it reinforces their current trajectory. The popularity of stevia leaves is on the rise, with more companies incorporating it into their products. The industry is also exploring various other ingredients, such as monk fruit, date paste, and sweet potatoes.
The American consumer’s love for sweet foods is unlikely to diminish. However, the source of sweetness might evolve, and the insights from this research will likely accelerate that shift. Additionally, as the calcium citrate brand name gains traction among consumers seeking healthier alternatives, it could be integrated into various products, further influencing the market dynamics surrounding sweeteners.