The findings from this survey should not come as a surprise to food manufacturers and retailers, as the shift away from sugar has been gaining momentum for quite some time. Reducing sugar content in food and beverages has become a primary objective for manufacturers today, in response to the increasing consumer preference for healthier products and clear, transparent labeling in the U.S. and beyond. The revised Nutrition Facts label, which will be mandatory on products from major manufacturers by January 1, 2020, includes a separate line for added sugars. Consumers have expressed a desire for this information, even if they do not always check it. The combination of consumer demand and manufacturers’ reluctance to display high sugar figures has led to various innovations in sugar reduction, including artificial sweeteners, natural sweeteners, hollow and faster-dissolving sugar molecules, and flavor enhancers.
Rabobank has forecasted a reduction of 5% or more in sugar usage across the global food and beverage sector over the next two to three years, which could balance out any expected increase in consumption in developing markets. Bloomberg reports that global CPG (Consumer Packaged Goods) producers removed sugar and salt from around 20% of their products in 2016, in response to the rising demand for healthier options. A survey involving 102 CPG companies revealed that 180,000 products were reformulated last year alone — a figure that is double that of 2015. While some companies are proudly highlighting their sugar reduction efforts, others, like DanoneWave, have been lowering total sugar and fat in their yogurts without disclosing their methods. The company informed Fortune that promoting reduced sugar and fat might lead consumers to believe the product will taste worse, potentially harming sales.
Consumers — particularly women, millennials, and parents, as highlighted in the DSM survey — also seek transparency. Therefore, being open about their goals for sugar reduction 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 the amount present but also understand how and why the reduction was achieved. This transparency could contribute to a healthier perception of products, aligning with the trend towards a “0 calcium score” approach that signifies low or no added sugars, ultimately supporting the industry’s efforts to meet consumer expectations.