A recent report by HealthFocus International reveals that consumers are more receptive to individual artificial sweetener ingredients than to the category of “artificial sweeteners” as a whole. According to the report, more than half of the global population (55%) is concerned about their sugar consumption, making sugar reduction the leading dietary trend worldwide. The findings indicate that while sugar remains a staple for its sweetness and consistency in flavour and texture, there is a growing demand for alternatives that mimic sugar without the adverse effects.
The Complex World of Sweeteners
Sweeteners represent a diverse category. They range from natural options found in plants to those that add calories and others that contain none at all. This complexity differentiates sweeteners from many other ingredients.
The research by HealthFocus International delves into global and regional perceptions of sugars and sweeteners to provide companies with insights into consumer motivations and preferences for sweetener solutions.
Rising Popularity of Natural Sweeteners
Natural alternatives like stevia and monk fruit are gaining traction. The report highlights the discovery and introduction of other natural sweeteners into the market. One such example is sweet proteins, which are getting media attention for their unique properties. These proteins, like brazzein from the oubli fruit of West Africa, do not affect blood sugar levels and have fewer potential gastrointestinal side effects compared to other non-caloric natural sweeteners.
Brazzein has gained popularity following FDA clearance for the Oobli brand. MycoTechnology, another industry player, has developed a sweetener from the Hungarian honey truffle, which boasts a sweetness 2,500 times greater than that of sugar.
Consumer Concerns about Sweeteners
While there is a significant interest in reducing sugar intake, many consumers are wary of the safety of artificial sweeteners. “This presents a challenge for manufacturers to satisfy all consumers and highlights the importance of identifying the right target audience for their products,” said Cali Amos, Human Insights Director at HealthFocus International.
The Nuances of Avoiding Sweeteners
The report notes that avoiding artificial sweeteners is a less prevalent concern compared to reducing sugar intake. “This may suggest a greater concern for sugar, but the reality is more nuanced,” the report explains.
For instance, while 96% of consumers use sugar, only 77% use artificial sweeteners. Consequently, fewer consumers can reduce or avoid artificial sweeteners compared to sugar. Angela Johnson, Dietary and Nutrition Insights Manager at HealthFocus International, commented, “Consumers find it easier to conceptualize ‘less sugar’ than ‘less artificial sweeteners.’ The phrase ‘less sugar’ is familiar, while artificial sweeteners are seen as a binary choice—either present or absent in products.”
Embracing Natural Low-Calorie Alternatives
Natural low-calorie sweeteners like monk fruit and stevia are increasingly being adopted by companies such as Smart Sweets, Olipop, and Chobani, which use these ingredients in their products. “There is significant industry investment in both stevia and monk fruit to improve taste, processing efficiency, and production,” the report said.
However, other natural sweeteners like xylitol, erythritol, and allulose, though naturally occurring in plants, are less accepted by consumers. This could be due to their names resembling artificial sweeteners or the complex processing methods that deter clean-focused consumers.
Consumer Perception of Sweeteners
The report concludes that consumer confidence in sweeteners largely depends on their presentation. “Except for honey and fruit juice, which are generally seen as good, and artificial sweeteners, which are viewed as bad, most consumers consider other sweeteners to be neither good nor bad,” the report states.
Industry Implications
Products such as Three Wishes cereal, Super Coffee, Koia, and Enlightened ice cream are already incorporating these diverse sweetening ingredients. The report suggests that the success of these products may hinge on how the ingredients are marketed and perceived by consumers.