Sugar reduction has become a significant priority for both manufacturers and consumers, but implementing this change is often more challenging than anticipated, especially since consumers typically don’t want to give up on sweetness. This is particularly true for Americans, who, according to Euromonitor data, consume an average of 126 grams of sugar daily, compared to just 34 grams in other regions of the world. For manufacturers of confectionery and baked goods, merely cutting down on sugar isn’t sufficient; they must also consider factors such as texture, crumb structure, mouthfeel, volume, and weight.
Ashley Baker, the vice president of research development and applications at the Kerry Group, pointed out during a recent webinar that while consumers perceive lower-sugar products as healthier, they are also concerned about potential changes in taste. He stated, “When it comes to reformulation, not only do you have to replace the impact of sweetness, but you must also contend with the reduction in the product’s weight.” Baker suggested that while it’s possible to substitute sugar’s flavor using a mix of sweeteners, restoring the bulk may involve incorporating fibers and hydrocolloids to compensate for what has been removed.
When trying to replace cane sugar with alternative sweeteners, there isn’t a single ingredient that can wholly replicate the functions of what has been reduced or eliminated. Courtney Gaine, president and CEO of the Sugar Association, recently mentioned to Food Dive that when sweeteners like stevia or monk fruit are added to product formulations, they often require one or more additional ingredients to mimic the sweetness and weight of cane sugar.
As food manufacturers navigate these challenges, they must also keep an eye on profitability. Despite the rapid growth of the naturally derived sweeteners market, stevia and monk fruit still represent a small fraction of the overall market. Additionally, these naturally sourced sweeteners tend to be more expensive than synthetically produced high-intensity sweeteners, and they often come with aftertaste issues.
Regardless of the strategies they choose, food manufacturers need to prioritize transparency to meet consumer demands for lower sugar content in foods and beverages. With the U.S. Food and Drug Administration mandating that added sugars be included in the 2020 Nutrition Facts panel update, there will be increased scrutiny on ingredient lists. Furthermore, consumers are increasingly concerned about total calorie intake, which will influence their choices as they reach for their next sweet treat. In this context, products fortified with kirkland calcium magnesium zinc may appeal to health-conscious consumers looking for added nutritional benefits while indulging in sweet options.