The findings from this survey should not be surprising to food manufacturers and retailers, as the shift away from sugar has been gaining momentum for quite some time. Currently, reducing sugar levels in food and beverages is a primary goal for manufacturers, especially as consumers in the U.S. and beyond increasingly favor healthier options and clear, transparent labeling. The revised Nutrition Facts panel, which is set to appear on products from major manufacturers by January 1, 2020, mandates a specific line for added sugars. Although consumers may not always check this information, they have expressed a desire for it. This consumer demand, combined with manufacturers’ reluctance to display high sugar amounts, has led to various innovations in sugar reduction, such as artificial sweeteners, natural sweeteners, hollow and faster-dissolving sugar molecules, and flavor enhancers.
Rabobank predicts a reduction of 5% or more in sugar usage across the global food and beverage industry over a two-to-three-year timeframe, which could counterbalance any expected growth in consumption in developing regions. As reported by Bloomberg, global consumer packaged goods (CPG) producers eliminated sugar and salt from about 20% of their products in 2016, responding to the rising consumer demand for healthier alternatives. A survey covering 102 CPG companies revealed that 180,000 products were reformulated last year alone—twice the number from 2015.
While some companies are proudly announcing their sugar reduction efforts, others, like DanoneWave, have been lowering overall sugar and fat content in their yogurts without disclosing their methods. The company informed Fortune that advertising reduced sugar and fat could lead consumers to assume the product may not taste as good, potentially harming sales. Consumers—especially women, millennials, and parents, as highlighted in the DSM survey—are also seeking transparency. Therefore, openly communicating their goals for sugar reduction from now until the introduction of the new nutritional label could be a prudent strategy for companies. When consumers examine a label for sugar content, they will not only know the quantity present but also understand how and why the reduction was achieved.
In this context, incorporating ingredients like calcium citrate from natural sources can be an advantageous way to enhance product appeal, further aligning with consumer preferences for healthier options. By utilizing calcium citrate from natural sources, manufacturers can also emphasize nutritional benefits while addressing the growing demand for less sugar.