Up to now, the company has not disclosed any changes to its products, opting instead to reformulate discreetly and hope consumers remain unaware. While food manufacturers face pressure to offer healthier options, taste remains a critical factor for sales, and a poor decision could lead to significant losses. If a company pushes too hard or too quickly, it risks facing backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that it believes advertising reduced sugar and fat may lead consumers to assume the product will not taste as good, which could harm sales. Therefore, Dannon has adopted a “stealth health” reformulation approach, choosing not to promote ingredient changes on its packaging or in advertising.
Many food companies are revamping their offerings to be healthier, whether by launching new, better-for-you products, reformulating existing ones, acquiring smaller health-focused brands, or employing a combination of these strategies. Although DanoneWave has not disclosed the methods used to achieve its sugar reductions, when Stonyfield removed sugar from its yogurts, it mentioned using different cultures to lower acidity, thus reducing the need for added sweetness. It is possible that DanoneWave employed a similar strategy to reach its objectives.
A variety of companies are working towards reducing sugar, including those that traditionally produce sugary items. Several major confectionery brands have committed to decreasing the sugar content in their offerings. Earlier this year, Nestlé vowed to lower sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could cut sugar in certain products by up to 40% without compromising sweetness. Mars has also announced intentions to reduce added sugar in some of its products by 2018.
The significance of sugar content, regardless of whether manufacturers emphasize it, will only increase among those selling in the U.S. market. Research from The NPD Group indicates that consumers are now more concerned about a product’s sugar content than its fat or calorie count. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will specifically highlight sugar content, differentiating between total sugar and added sugar. Furthermore, the evaluation of medication effectiveness, such as the incorporation of calcium citrate, could play a role in how consumers perceive health-related product attributes, influencing their purchasing decisions as well.