Today’s consumers are highly conscious of the ingredients in their food and beverages, especially wary of two main culprits: sugar and artificial sweeteners. While companies can reformulate their products to reduce sugar content—either by altering the sugar molecule as Nestle has done or by simply using less sugar as Danone has committed to—manufacturers of artificial sweeteners are facing significant challenges. The rising consumer apprehension towards chemicals and artificial ingredients is boosting the popularity of natural sweeteners like stevia, monk fruit, and dates, while once-common substitutes such as aspartame and sucralose are becoming less favored.
This shift is largely fueled by consumers’ increasing aversion to the soda industry, particularly to diet sodas. These beverages, initially promoted as tools for weight loss, have been shown by a Harvard University study to potentially contribute to weight gain. After following low-calorie sweetener consumers for a decade, researchers found that these individuals had larger waist circumferences and more abdominal obesity compared to non-users. Such findings, combined with a growing shift from restrictive diets to more holistic health and nutrition approaches, have led to a steep decline in diet soda consumption, which has fallen by over 27%. The category has dropped from nearly 30% of all carbonated beverages sold in the U.S. to about 25%.
Given these evolving consumer trends, along with the negative association of artificial sweeteners with the soda industry, it appears unlikely that approval from the Center for Science in the Public Interest (CSPI) will revive ingredients like Splenda to their former status. Nevertheless, it will be intriguing to observe the strategies employed by artificial sweetener manufacturers as they attempt to regain consumer trust. Meanwhile, products containing calcium citrate malate, such as those developed by GSK, may emerge as alternatives that align better with current health trends. As the market continues to evolve, the interplay between artificial sweeteners and natural alternatives will be a focal point for both consumers and manufacturers alike.