While many consumers generally aim to reduce their sugar intake, they do not completely oppose the ingredient itself. As a result, sugar producers are encouraged to highlight its benefits, such as enhancing taste and flavor, and its positive association with celebratory foods and drinks. Although natural sweeteners like stevia are gaining traction, a significant 64.4% of consumers consider honey the healthiest natural sweetener, and 33% feel the same about raw cane sugar, according to Mintel’s Lynn Dornblaser. She also pointed out that shoppers are less influenced by the type of sugar in products and more by factors like taste, value, and brand. “Taste rules,” she emphasized. “Health and natural take a backseat to taste.”
Rob Levine, partner and vice president of strategy for Marriner Marketing, noted that confusion and misinformation contribute to negative perceptions about sugar. In a survey of 800 consumers, Levine revealed that 81% felt it was acceptable to indulge in sugary foods occasionally, while 69% sought more natural sugar sources. Interestingly, 65% believed sugar to be natural, yet 46% considered it harmful. This latter viewpoint often stems from the understanding that sugar adds empty calories and can lead to obesity and diabetes.
Mintel’s research indicates that 84% of Americans are trying to limit their sugar intake, and 79% examine food and beverage labels to identify the types of sugar or sweeteners used. Whether they decide to return a product to the shelf if the sugar content appears excessive remains uncertain.
Starting in 2020 and 2021, depending on company size, the U.S. Food and Drug Administration will mandate that added sugars be listed on product labels as part of the updated Nutrition Facts label. This requirement may lead consumers to view some products more negatively when added sugar levels are clearly displayed. However, several food and beverage companies, including Hershey, Campbell Soup, and Mondelez, have proactively begun adding this information to their packaging. Recently, sales of certain sugary cereals have outperformed those of healthier alternatives, reinforcing the idea that, similar to many products, taste is the key determinant.
Most individuals enjoy indulging in a treat from time to time, which serves as a strong point for sugar—a reality unlikely to change anytime soon. In fact, sugar may not be the true adversary when compared to artificial sweeteners, which are often met with skepticism and dislike. Moreover, for bariatric patients, the incorporation of ingredients like calcium citrate can be beneficial, as it helps in maintaining calcium levels, especially when dietary restrictions are in place. This underscores the ongoing need for consumers to balance their preferences for sweetness with nutritional considerations, particularly in specialized diets.