Consumer sweet spot: Do sweeteners present a nutritious solution to the sugar reduction “megatrend?”

17 Jun 2019 --- Sugar reduction has become an established industry “megatrend,” in part driven by rising consumer awareness on the adverse health outcomes relating to high sugar consumption, as well as sugar taxes driving product reformulation. This is also stimulating NPD as industry is turning towards alternatives to keep up with the demand for healthier, yet just as sweet, formulations. The rise of sweeteners such as allulose, stevia and sucralose provide a solution and aside from being low in calories, some sugar alternatives are also being hailed for their nutritional benefits.

“The market should base its conclusions [on sweetener’s nutritional properties] on scientific findings,” Philippe Chouvy, Business Development Manager, Sweeteners at Cargill, tells NutritionInsight. According to Chouvy, currently, there is no evidence linking caloric sweeteners in the development of obesity, diabetes and lipid-related chronic disease.

“Natural, low-calorie sweeteners, such as stevia, can be 300 times sweeter than sugar and allow consumers to enjoy sweet tasting products with minimal calories,” Katharina Pueller, Director of Natural Sweetener Business at Sweegen, tells NutritionInsight.

Consumer research on sugar alternatives
The reduction in calorie intake in a consumer’s diet can reduce the risk of obesity and improve their health and well-being. Stevia, for example, contains steviol glycosides which are rich in folic acid, antioxidants, and amino acids which are essential to a healthy lifestyle, Pueller adds.

In an Innova Consumer Lifestyle and Attitudes Survey (2018), nearly seven out of ten consumers across the countries surveyed (US, UK, France, Germany, China and Brazil) reported having reduced their sugar intake. This is particularly prevalent among the over 55 age group, with consumers in France and Brazil the most likely to be reducing sugar in their diet. The consumer survey also found that this trend is most robust in the UK and US, where 57 percent and 52 percent of consumers respectively claim to have cut down on sweet snacks.

Last year, the findings of a Kerry-endorsed research on sweetening agents revealed that 71 percent of US consumers now read the label for sugar content, while 46 percent surveyed want to slash their sugar consumption. The company surveyed more than 760 US consumers, measuring their perceptions of 17 sweetening agents to understand attitudes, preference and ideal sweetening agents across six categories.

Consumer perception of the various sweetening agents either skewed strongly natural or strongly artificial. Stevia was the only sweetener that had mixed opinions; 46 percent of consumers reportedly believed it to be a natural sweetener, while 54 percent deemed it artificial. Kerry’s research indicates that US consumers prefer naturally derived sweetening agents. 

Traditional sources – honey, sugar, maple syrup – were most preferred, while perceived artificial or unfamiliar sweetening agents – erythritol, acesulfame-K and monk fruit – were least preferred. However, familiarity with a sweetening agent did not guarantee preference. “High fructose corn syrup, molasses, agave and aspartame had a higher awareness ranking but scored much lower as a preferred source,” the report concluded.

“Consumers need access to clear and consistent information in order to make informed choices about the foods they purchase and consume. The disclosure of meaningful nutrition information currently on package labels and other points of purchase can help consumers achieve a healthy diet,” Chouvy notes.

Nutritionally important or just harmless?
Sugars are an important source of energy, needed so our body and brain can function optimally. When consumed in moderation, sugars can be part of a varied and healthy diet, says Chouvy. “At Cargill, we offer an extensive portfolio of nature-derived food energy options on the market, ranging from full-calorie to zero calorie sweeteners,” he adds. 

Stevia plantAccording to Pueller, non-nutritive, nature-based sweeteners are already contributing to reformulations of existing products and new product launches. 

The megatrend of sugar reduction has led R&D professionals and product developers to become experts about alternative sweeteners, knowing their functionality and characteristics. However, the sweetener industry needs to educate marketers and consumers on the benefits of using the next generation of stevia-based sweeteners and they have to taste the products, Pueller notes. 

“The nutritional and health effects of caloric sweeteners are based on typical use and consumption levels but also other factors, such as food form, nutrient density, meal and overall diet composition, caloric content and lifestyle factors, such as exercise level,” explains Chouvy.

The combination of these factors can affect how a particular sweetener impacts health and diet-related diseases. “Thus, we believe the focus should be on the overall nutritional quality of the diet, rather than pinpointing to one particular food or nutrient,” he notes.

In the period 2012-2017, Cargill replaced more than 500 million pounds of sugar globally with its stevia products and 2 billion pounds of sugar globally, with its stevia and polyol products combined. 

Hurdles in reformulation
Reducing sugar in existing market products can be a challenge as heavy users will detect even slight changes to a product, Pueller says. Reducing sugar requires a rebalancing of the product’s flavor and mouthfeel to match its original taste. In addition to the taste challenges, the change requires extensive consumer testing. “We find most clients launch low calorie or zero calorie products with stevia-based sweeteners under new branding,” she explains.

“Reformulation of foods and beverages to reduce levels of calories/sugar without sacrificing appearance, flavor, physical and textural attributes, cost and maintaining a clean label is challenging,” notes Chouvy. 

The reality is that sugar plays many roles. In addition to providing sweetness, it also acts as a preservative – helping to extend the shelf life of foods and as a fermentation substrate. It is also important in the texture, structure, color, mouthfeel, viscosity and flavoring of foods.   

“Therefore, the reformulation of foods to reduce calories/sugar doesn’t simply involve the removal of a single nutrient and often the nutrient removed will have to be replaced with another substance,” Chouvy says. “This often results in longer ingredient lists and less label-friendly options. In this sense, product reformulation is also an opportunity requiring specialists with knowledge and a combination of the right ingredients to reach the desired goal.”

A trend that is here to stay?
Sugar reduction is a major trend with staying power, and the use of a stevia-based, non-GMO alternative to build sweetness will remain popular, predicts Pueller. “Non-nutritive sweeteners allow reduction of calories while providing the sweetness we all have come to love. The future will bring an increasing number of consumers that watch their sugar intake carefully, but also an opening of regulatory agencies to accept novel, healthier alternatives,” she adds.

In Europe, the trend of overall sugar and energy reduction, such as less salt, sugars, fats and calories, is dominating the market, according to Chouvy. “All EU 28 countries agreed to seek ways to reduce added sugars intake by10 percent by 2020.”

Health campaigns frequently target processed foods and beverages containing added sugars and seek policies and practices to limit their consumption, he says. In addition, current global trends in obesity and chronic disease are creating increased demand for sweetness solutions that have properties similar to sugar, in terms of taste, mouthfeel and volume, but with fewer calories, Chouvy concludes. 

As the sugar reduction trend intensifies, sweeteners are expected to continue to be heavily used in reformulations and serve as a more healthful alternative. 

By Kristiana Lalou