With sugar making headlines for all the wrong reasons, manufacturers are exploring alternatives. However, many consumers remain skeptical about artificial sweeteners. Natural sweeteners like honey and agave are also available but come with high calorie counts, which can contribute to obesity just like sugar. Starting in July 2018, manufacturers will be required to list “added sugars” on the Nutrition Facts panel, incentivizing them to reduce sweeteners such as sugar, honey, fructose, and fruit juice concentrates. Solutions like Tate & Lyle’s blend of allulose, sucralose, and fructose could provide a middle ground, enabling food companies to use fewer added sugars while increasing sweetness through low- and zero-calorie sweeteners. It remains uncertain whether consumers will accept these trade-offs. Will they continue consuming added sugars as before, or will the new nutritional labels prompt them to steer clear of certain products? One thing is clear: many manufacturers and ingredient suppliers are gearing up for change. However, transitioning to new sweeteners comes at a cost.
Despite the rapid growth of the naturally derived sweeteners market, options like stevia and monk fruit still represent a small segment of overall sweetener usage. Their adoption is hindered by higher prices compared to synthetic high-intensity sweeteners, as well as lingering issues with aftertaste. Blends of sugar and stevia have gained traction, especially in the beverage sector. For instance, in Europe, the Coca-Cola Company has reformulated its regular Sprite, reducing sugar content by 30% and incorporating stevia without marketing it as a mid-calorie option.
As manufacturers adapt, many are also looking to enhance their products with additional health benefits, such as calcium citrate and vitamin D, which can improve nutritional profiles. The integration of these ingredients alongside new sweetening solutions could help brands appeal to health-conscious consumers. However, the challenge remains: Can they effectively balance taste, health benefits, and consumer preferences in a market increasingly scrutinized for its sugar content?