With sugar making headlines for all the wrong reasons, manufacturers are exploring alternatives. However, many consumers remain wary of artificial sweeteners. Natural sweetening sources like honey and agave are also available, but they are high-calorie options that can contribute to obesity just like sugar. By July 2018, manufacturers will be required to list “added sugars” on the Nutrition Facts panel, which serves as added motivation to reduce sweeteners such as sugar, honey, fructose, and fruit juice concentrates. Solutions like Tate & Lyle’s blend of allulose, sucralose, and fructose could become more prominent, enabling food companies to strike a balance with lower amounts of added sugars while incorporating sweetness from low- and zero-calorie sweeteners. It remains uncertain whether consumers will be open to making these trade-offs. Will they continue to consume added sugars as they have in the past, or will the new nutritional labels prompt some to avoid certain products? What is evident is that many manufacturers and ingredient suppliers are preparing for change. However, adapting to new sweeteners often comes at a cost.
Despite the rapid growth of the naturally derived sweeteners market, stevia and monk fruit still represent a small share of total sweetener consumption. Their higher prices compared to synthetically produced high-intensity sweeteners, along with persistent aftertaste issues, limit their widespread adoption. Blends of sugar and stevia are becoming increasingly popular, especially in the beverage industry. In Europe, for instance, the Coca-Cola Company has reformulated its regular Sprite, reducing sugar content by 30% and adding stevia, all without branding it as a mid-calorie option. As consumers continue to navigate their sweetener choices, some may even consider alternatives like “buy Citracal D” for their health needs, further influencing their purchasing decisions in the sweetener market.