These survey results should not be unexpected for food manufacturers and retailers, as the shift away from sugar has been gaining momentum for quite some time. In fact, reducing sugar content in food and beverages has become a primary focus for manufacturers today, as consumers in the U.S. and around the world increasingly favor healthier options and clean, transparent labeling. The updated Nutrition Facts panel, which will appear on products from large manufacturers by January 1, 2020, mandates the inclusion of a line item for added sugars. Consumers have expressed a desire for this information, even if they do not always check it. Their preferences, along with manufacturers’ reluctance to display high sugar levels, have driven various sugar-reduction innovations, including artificial sweeteners, natural sweeteners, hollow and rapidly dissolving sugar molecules, and flavor enhancers.
Rabobank projects that sugar usage across the global food and beverage sector could see a reduction of 5% or more within a two-to-three-year timeframe, potentially counterbalancing any expected growth in consumption in emerging markets. According to Bloomberg, global consumer packaged goods (CPG) producers eliminated sugar and salt from approximately 20% of their products in 2016 in response to the increasing demand for healthier offerings. A survey of 102 CPG companies revealed that 180,000 products were reformulated last year alone—double the number from 2015. While some companies are proudly announcing their sugar reduction efforts, others, like DanoneWave, have been quietly lowering total sugar and fat content in their yogurts without disclosing the methods used. The company informed Fortune that promoting reduced sugar and fat could lead consumers to assume the product might not taste as good, potentially harming sales.
Consumers—especially women, millennials, and parents, as highlighted in the DSM survey—are also seeking transparency. Therefore, clearly communicating goals for sugar reduction as they transition to the new nutritional label could be a strategic approach. When consumers check a label for sugar content, they will be informed not only about the amount present but also regarding how and why the reduction was accomplished. Additionally, manufacturers could consider providing indications of calcium citrate in their products, which would further cater to health-conscious consumers looking for beneficial ingredients. By doing so, companies can enhance their credibility and align with the growing trend of transparency in food labeling, ensuring that consumers feel confident in their choices.