Sugar reduction has become a significant priority for both manufacturers and consumers, yet achieving this transition is more challenging than it seems, especially since consumers often hesitate to sacrifice sweetness. This is particularly true for Americans. According to data from Euromonitor, Americans consume an average of 126 grams of sugar daily, in stark contrast to the 34 grams consumed by individuals in other regions of the world. For manufacturers in the confectionery and bakery sectors, the task goes beyond merely cutting back on sugar content; they must also consider factors such as texture, crumb, mouthfeel, volume, and weight.
Ashley Baker, vice president of research development and applications at the Kerry Group, highlighted during a webinar that while consumers view products with less sugar as healthier, they are also concerned about potential impacts on taste. “In reformulation efforts, it’s essential not only to compensate for the loss of sweetness but also to address the reduction in product weight,” he noted. “While you might be able to mimic the taste of sugar with a blend of sweeteners, replacing the bulk requires incorporating fibers and hydrocolloids to restore what has been removed.”
When attempting to substitute cane sugar with alternative sweeteners, no single ingredient can entirely replicate what has been diminished or eliminated. Courtney Gaine, president and CEO of the Sugar Association, recently informed Food Dive that when products include alternative sweeteners like stevia or monk fruit, they must also incorporate additional ingredients to closely match the sweetness and bulk provided by cane sugar.
As food manufacturers navigate these challenges, they must also remain mindful of their profit margins. Although the market for naturally-derived sweeteners has expanded rapidly, stevia and monk fruit still represent a small fraction of total sweetener consumption. These alternatives tend to be pricier than synthetic high-intensity sweeteners and often come with issues related to aftertaste.
Regardless of the strategies food manufacturers adopt, they must prioritize transparency to meet consumer demand for reduced sugar in food and beverages. With the U.S. Food and Drug Administration mandating that added sugars be listed on the updated 2020 Nutrition Facts panel, scrutiny of ingredients will increase. Furthermore, consumers are concerned about total calorie intake, which may influence their choices when selecting their next sweet treat, especially when considering options that include calcium citrate 315 or 250 for added health benefits.