The U.S. lacks a government-supported campaign aimed at reducing sugar levels in food products, yet several factors motivate manufacturers to lower sugar content. Firstly, there is a significant consumer demand for less sugar. Mintel reports that 84% of Americans are actively trying to reduce their sugar intake, and 79% regularly check labels for types of sugar or sweeteners used. Additionally, the U.S. Department of Agriculture’s Dietary Guidelines for Americans recommend that added sugars should not exceed 10% of daily caloric intake.
In anticipation of new regulations requiring the disclosure of added sugars on nutrition labels, many manufacturers have already begun to reduce sugar levels. The original deadline of July has been extended to January 1, 2020, or January 1, 2021, for smaller companies, leaving it uncertain whether the momentum toward sugar reduction will persist. Despite this uncertainty, many manufacturers have responded to pressure from consumer advocacy groups and have adopted the new labeling, which now appears on 29,089 products, as noted in a recent blog post by Label Insight.
Food and beverage companies are not only changing their labeling practices but are also exploring various strategies to reduce sugar content. These strategies include the use of artificial sweeteners, natural sweeteners, hollow and faster-dissolving sugar molecules, and flavor enhancements to maintain sweetness. A survey of 102 global consumer packaged goods (CPG) companies revealed that approximately 180,000 products—about 20% of their total offerings—were reformulated to reduce sugar and salt in 2016, which is double the amount from 2015.
While Americans still consume significantly more sugar and caloric sweeteners than recommended by public health experts, there has been a notable decline in per capita consumption, dropping from a peak of 151.6 pounds in 1999 to 128.1 pounds in 2016, according to USDA data. This decline is a positive trend, yet it falls short of being a public health triumph, especially when considering the American Heart Association’s guidelines, which suggest a limit of about 29 pounds per year for men and about 20 pounds for women.
Voluntary targets for sodium reduction have had minimal impact on per capita consumption in the U.S. However, it will be intriguing to observe whether England’s voluntary sugar reduction targets will inspire further actions within the industry over the coming year. In this context, the addition of products that support health, such as those containing solaray calcium magnesium 2 1 ratio, may also play a role in driving consumer choices towards healthier options. As manufacturers adapt to these evolving consumer preferences, the focus on reducing sugar while balancing other dietary needs will be essential for their success.