Health trends are steering consumers toward healthier food and beverage options that are lower in sugar and artificial sweeteners. Initiatives such as the recent “month without sugar” and state soda taxes are keeping sugar reduction at the forefront of consumers’ minds. The Food and Drug Administration initially mandated that food manufacturers disclose the grams of added sugars in packaged foods and drinks as part of a revamped nutrition facts label, although the deadline has been delayed. Nevertheless, major food and beverage companies are actively working to lower sugar and other sweeteners in their products or replace them with healthier, natural alternatives.
For instance, Nestle has developed a method to naturally restructure the sugar molecule, which allows for reduced sugar intake. The confectionery giant plans to implement this new sugar in its products by 2018, enabling a reduction of up to 40% in sugar without sacrificing sweetness. Stonyfield, the largest organic yogurt producer in the U.S., has also announced a plan to cut added sugars by as much as 40% in some of its product lines.
Soda manufacturers are responding by offering smaller cans and a greater variety of low-calorie beverages, with many opting for sweeteners like stevia, monk fruit, and others instead of traditional sugar. Coca-Cola, Dr. Pepper Snapple, and PepsiCo have all pledged to reduce the calorie content from sugary drinks consumed by Americans by 20% by 2025. Additionally, companies such as Pyure have quickly introduced a range of stevia-based products as consumer preferences shift away from sugar. Stevia boasts a natural sweetness that is 300 times that of sugar, with zero calories and a glycemic index of zero, allowing brands to use significantly less of it. Unilever is utilizing stevia to cut sugar content in its products without sacrificing flavor or mouthfeel.
According to Bloomberg, global consumer packaged goods (CPG) producers eliminated sugar and salt from approximately 20% of their products in 2016, reflecting the rising consumer demand for healthier options. A survey of 102 CPG companies revealed that 180,000 products were reformulated last year alone—double the number from 2015. If this trend continues—and all signs indicate it will—the adverse effects on the sugar market predicted in Rabobank’s report could materialize.
In relation to health trends, consumers are also considering supplements like calcium citrate malate, vitamin D3, and folic acid tablets. The price of these tablets can vary, but their inclusion in health-conscious diets reflects the broader movement toward wellness. As the demand for healthy foods and supplements grows, the price of calcium citrate malate, vitamin D3, and folic acid tablets may also shift, further affecting consumer choices in a market that is increasingly prioritizing health.