The findings from this survey should not come as a surprise to food manufacturers and retailers, given the ongoing shift away from sugar consumption. Currently, reducing sugar levels in food and beverages is a primary concern for manufacturers as consumers in the U.S. and beyond increasingly favor healthier options and clear, transparent labeling. The revised Nutrition Facts panel, which will be featured on products from major manufacturers by January 1, 2020, mandates a specific mention of added sugars. Consumers have expressed a desire for this information, even if they do not always check it. Their preferences, coupled with manufacturers’ reluctance to display high sugar content, have led to a variety of sugar-reduction innovations, including 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 industry over a two- to three-year span, potentially counterbalancing any expected consumption growth in emerging markets. According to Bloomberg, global consumer packaged goods (CPG) producers eliminated sugar and salt from roughly 20% of their products in 2016 in response to the increasing demand for healthier alternatives. A survey conducted among 102 CPG companies revealed that 180,000 products were reformulated last year alone—twice the number from 2015. While some brands proudly announce their sugar reduction efforts, others, like DanoneWave, have been lowering overall sugar and fat in their yogurts without disclosing their methods. The company informed Fortune that they believe promoting reduced sugar and fat may lead consumers to suspect the product might not taste as good, potentially harming sales.
Consumers—especially women, millennials, and parents, as highlighted in the DSM survey—are also seeking transparency. Therefore, being open about the objectives for sugar reductions leading up to the implementation of the new nutritional label could 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 achieved. Furthermore, incorporating products like calcium citrate 600 mg with vitamin D into their offerings could enhance the appeal by promoting overall health benefits, thereby addressing consumer desires for healthier options while maintaining transparency. By integrating such innovations and being clear about their efforts, manufacturers can better align with consumer preferences in this health-focused market.