Not So Sweet

ALEXANDRIA, Va. – Today, about one-third of all U.S. consumers is on some type of diet, and most of those diets decry carbohydrates and sugar, reports Prepared Foods.  

In a recent survey by the International Food Information Council (IFIC) Foundation, 36% of Americans said they adhere to some type of diet, including fasting (10%) and paleo (7%). They also point to sugar as the most common cause of weight gain (33%), with carbs coming in second at 25%. When placing blame on unwanted weight, fats (16%), protein (3%) and “all sources” (17%) lagged behind.

Clean label and sugar reduction are top trends driving innovation and new product development worldwide, and the emphasis on reduced-sugar, reduced-calorie beverages shows no signs of stopping.

While the public’s definitions of “clean label” continues to evolve, the push for new drinks, minus artificial colors or sweeteners, is strong and solid, said Andy Ohmes, global director of high intensity sweeteners at Minneapolis-based Cargill.

“Sugar reduction in beverages remains a hot topic driven by a combination of factors, including evolving consumer attitudes around sweetness intensity and sweeteners of choice, global regulations, and taxation on the sugar content of beverages,” he said. “While consumer scrutiny of product labels and sugar content shows no sign of abating, we can’t lose sight of the importance of taste. Consumers want reduced-sugar beverages made with familiar ingredients but not at the expense of great taste.”

Kerry, a Beloit, Wisconsin-based food company, recently reported on the taste preferences of 760 consumers of all ages. “Fifty-five percent of American consumers want reduced sugar products to taste the same,” it stated. “With 71% of consumers reading the sugar content on ingredient labels, the focus on lower-sugar products has never been higher.”

Taxes on sugar-sweetened beverages, the FDA’s proposed 2019 “added sugar” labeling requirement and more educated consumers seeking new sweetener options are impacting the market. Experts add that the use of plant-based, zero-calorie sweeteners, such as stevia and monk fruit, is gaining popularity.|

“Consumers are educating themselves around some of these comparatively new sweetener options and understand the benefit of selecting stevia or monk fruit over sugar or artificial sweeteners,” said Shaun Richmond, vice president of sales for North America and Global Accounts at Layn USA, Newport Beach, California.

“The improved taste profile of stevia and introduction of monk fruit has been a substantial part of why consumers are enjoying these products and willing to purchase products using natural sweeteners,” he added.

In the United Kingdom, Koibri Drinks, in partnership with Beatson Clark, a glass packaging company, recently rolled out a cone-shaped, 300ml, custom-designed bottle cap that stores nectar and allows consumers to control the exact amount of sugar that goes into their soft drinks.

Another innovation is InnoSweet, made by Briess, a malt and ingredients company in Chilton, Wisconsin, from whole-grain sprouted wheat and does not have to be listed as added sugar. “It is not 100% soluble but has excellent application in many smoothie applications,” said Judie Giebel, technical services representative at Briess.