The findings from this survey should not catch food manufacturers and retailers off guard, 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 objective for manufacturers, driven by the preference of consumers in the U.S. and beyond for healthier options and clear, transparent labeling. The revamped Nutrition Facts panel, which will be required on products from large manufacturers by January 1, 2020, includes a specific line for added sugars. While 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 content, has led to various sugar-reduction innovations, such as artificial sweeteners, natural sweeteners, hollow and quickly dissolving sugar molecules, and flavor enhancers.
Rabobank has predicted a global reduction in sugar usage of 5% or more across the food and beverage industry over the next two to three years, potentially offsetting any expected growth in consumption in developing markets. According to Bloomberg, global consumer packaged goods (CPG) producers removed sugar and salt from approximately 20% of their products in 2016 in response to the rising consumer demand for healthier offerings. A survey of 102 CPG companies revealed that 180,000 products were reformulated last year alone, which is double the figure from 2015. While some companies proudly announce their sugar reductions, others—such as DanoneWave—have been lowering total sugar and fat in their yogurts without disclosing their methods. The company informed Fortune that advertising reduced sugar and fat could lead consumers to believe the products would taste inferior, potentially harming sales.
Consumers—especially women, millennials, and parents, as noted in the DSM survey—are also seeking transparency. Therefore, it may be beneficial for companies to openly communicate their goals for sugar reduction leading up to the implementation of the new nutritional label. When consumers examine a label for sugar content, they will not only understand how much sugar is present but also the methods and rationale behind the reduction. This is particularly relevant for products that contain calcium citrate no vitamin D, as consumers increasingly prioritize health-conscious choices. As the trend continues, clear communication will be key in fostering trust and encouraging informed purchasing decisions, especially as consumers become more aware of ingredients like calcium citrate no vitamin D and their role in overall health.