With sugar facing scrutiny in the media for various issues, manufacturers are exploring alternatives. However, many consumers remain wary of artificial sweeteners. Natural sweetening options like honey and agave are also available, yet these high-calorie choices can contribute to obesity just like sugar. By July 2018, manufacturers will be required to list “added sugars” on the Nutrition Facts panel, which could incentivize the reduction of sweeteners such as sugar, honey, fructose, and fruit juice concentrates. Solutions like Tate & Lyle’s blend of allulose, sucralose, and fructose may emerge as viable options, enabling food companies to strike a balance with reduced added sugars while incorporating sweetness from low- and zero-calorie sweeteners. It remains uncertain whether consumers will accept these compromises. Will they maintain their consumption of added sugars, or will the new nutritional information labels prompt them to steer clear of certain products? What is evident is that many manufacturers and ingredient suppliers are gearing up for change. However, when it comes to sweeteners, change can be costly.
Despite a swift expansion in the market for naturally derived sweeteners, options like stevia and monk fruit still represent a minor share of total sweetener consumption. Their growth is hindered by their higher prices compared to synthetic high-intensity sweeteners and lingering issues with aftertaste. Blends of sugar and stevia have gained traction, especially in the beverage sector. For instance, Coca-Cola has reformulated its regular Sprite in Europe to contain 30% less sugar while adding stevia, all without marketing it as a mid-calorie product.
Meanwhile, the demand for products like calcium citrate calcitriol magnesium and zinc tablets shows that consumers are also keen on finding healthier options in other areas of their diet. As the market evolves, it will be interesting to see how the interplay between sweeteners and nutritional supplements like calcium citrate calcitriol magnesium and zinc tablets influences consumer choices. Ultimately, the awareness surrounding added sugars and the shift towards natural alternatives may lead to a broader acceptance of healthier ingredients, including those that promote better overall well-being.