Sweetener solutions: Industry talks sugar reduction trends, sweet innovations and government levies

30 Aug 2023 --- As consumer preference for sugar alternatives continues to grow, so does the demand for clean-tasting and more natural sweetener solutions. Additionally, pressure from governments, organizations and health-related associations to reduce sugar in products is providing new opportunities for innovation in the space.

Food Ingredients First speaks with several leading producers and suppliers to better understand the growing and evolving sweetener solutions arena.

Leigh Anne Vaughan, the senior global marketing director for taste at Kerry, calls the demand and need for sugar-reducing offerings “undeniable.”

“New Kerry global research shows that 79% of global consumers now believe that reduced sugar food and drinks are healthier than full sugar versions,” says Vaughan. “This is a trend that appears to be unstoppable as consumers are increasingly concerned about sugar’s effect on their health.”

The push for healthier alternatives
According to Jennefer Lyons, marketing manager for Sensient Flavors & Extracts, numerous governments and health institutions have been advocating for sugar reduction in response to growing health issues associated with excessive sugar intake – especially in products marketed to children and young adults.Jennefer Lyons, the marketing manager for Sensient Flavors & Extracts.

“Governments and regulatory bodies have taken various approaches, such as implementing sugar taxes on sugary beverages and snacks, introducing food labeling regulations to inform consumers about sugar content and promoting public awareness campaigns to educate people about the health risks associated with high sugar intake,” she says.

“Sensient’s TrueBoost Sweetness allows food and beverage manufacturers to reduce sugar by up to 40% depending on application and formulation, which ensures these manufacturers can comply with these guidelines as they are introduced. For consumers, this means they can keep enjoying beloved products in a way that fits their health needs.” 

Sarah Diedrich, marketing director for global sweetening and texturizing at ADM, agrees, stressing that lowering sugar content is vital for attracting health-conscious consumers. 

“Today’s consumers have a heightened focus on personal health and wellness, and they’re proactively seeking support for their overall well-being,” says Diedrich. “At the same time, there are more consumers monitoring their blood glucose levels, prompting further interest in sugar reduction.”

“Of the U.S. adults surveyed in our new proprietary research, 57% claim they are taking specific actions to manage their blood sugar, with 40% monitoring their blood glucose levels outside of routine doctor visits with at-home devices. Our study also shows that 84% of U.S. consumers claim they are avoiding or decreasing their consumption of sugar to manage blood glucose. Plus, 70% of U.S. consumers are looking to add more low-sugar products to their diet.”

Lyons remarks that: “Although many sugar reduction initiatives are voluntary, health organizations continue to push for formal reduced sugar initiatives. Consumers will also continue to demand solutions that meet their criteria.”

However, she adds that they are unwilling to compromise on taste or sensory enjoyment. 

Less sugar, more taste
Diedrich explains that ADM’s research demonstrates that, when assessing new food and beverage selections, the consideration of reduced sugar content and an alluring taste hold equal importance in the decision-making process for consumers. 

“To ensure consumers’ expectations are met, brands need to find the balance between reaching sugar reduction targets while also delivering a consumer-preferred sensory experience,” she says. 

“Leveraging our formulation expertise with our vast sweetening solutions, we assist manufacturers in finding the right sweetener or combination of sweeteners, understanding that each application has its own specific formulation requirements and considerations when sugar is removed or reduced.”

Vaughan from Kerry touts the benefits of Tastesense Sweet, advanced and organic solutions, which she says enhance the sweetness, mouthfeel and flavors that are often lost during sugar reduction solution or sweetener use. These natural taste solutions restore the perception of sweetness and overall flavor profile.Kerry states that its Tastesense portfolio reduces sugar while retaining its flavor-enhancing and sensory properties.

“A total of 64% of global consumers believe sugar is important in food and drinks because it makes them taste great,” she underscores. “If you reformulate to reduce sugar but then can’t replace sugar’s full flavor, you’re going to have a problem with your consumers.” 

“Reducing sugar and building back sugar’s full taste, texture, mouthfeel and sweetness is a complex challenge that requires significant application expertise from your ingredient supplier.”

Vaughan further highlights that Tastesense delivers on the growing demand for natural solutions with a clean taste.

Naturally growing the sweetener space
According to ADM, contemporary consumers are drawn to clean labels and clean tasting sweeteners, particularly those they view as more natural. Dieidrich highlights that sweeteners sourced from natural origins are often deemed superior due to perceived benefits for health, decreased effects on the environment and taste – all while avoiding artificial additives.

Additionally, she says that ingredients like stevia are well-suited to meet this consumer need.

“Using our quality sweetening solutions derived from natural sources, we help manufacturers incorporate appealing sweetening systems into their reduced-sugar product offerings that meet consumers’ clean label demands,” says Diedrich. “Specifically, SweetRight Stevia Edge-M is isolated directly from the stevia leaf, making it unique from other Reb M (Rebaudioside M.) options on the market, as it’s not produced by fermentation or bioconversion.” 

“As a result, it can be listed as ‘stevia leaf extract’ on product labels, helping reach clean label targets. Additionally, agave can deliver on familiarity and premiumization, and provide an organic option for consumers. Markedly, our SweetRight agave is certified organic, kosher, halal, non-GMO and fair trade.”

Flavor-enhancing solutions
Sensient points out that sugar not only sweetens, it also enhances many important sensory aspects of food and beverage products. Lyons highlights that any sweetener alternative will have to do the same.

ADM highlights stevia’s ability to reduce and replace sugar without creating bitter notes.“Our TrueBoost Sweetness portfolio increases sweetness perception, allowing you to reduce the sugar content while maintaining the mouthfeel and sweet taste sugar provides,” she reveals. “Monk fruit and other high-intensity sweeteners can bring in a bitter and astringent taste – these are negative off-notes in a product.” 

“Using maskers, like Sensient’s Smoothenol, will help remove the bitterness and astringency while allowing the sweetness to come through, creating a delicious product. Together, these tailored solutions can enhance the overall product experience in terms of sweetness and mouthfeel while reducing sugar content.”

Vaughan further notes that Kerry’s Tastesense Advanced allows for sugar reduction that exceeds 50% without compromising taste.

“Kerry’s Tastesense Sweet, Advanced and Organic ranges of taste solutions are extremely valuable in terms of optimizing sweetness perception and overall flavor as sugar and sweet content are changed,” Vaughan explains. “They are excellent ingredients that can help in a product’s reformulation.”

“It’s clear that consumers all over the world love sweetness in their beverages, foods and organic products,” she adds. “At the same time they are more aware about the sweetener solutions and are asking for natural alternatives that don’t impact the taste profile significantly.”

Vaughan emphasizes that the awareness of health hazards linked to excessive sugar intake is widespread and the future task for researchers and developers entails discovering and creating novel sweetener solutions and advancements that can effectively substitute the sweetness, texture and taste that diminish when sugar is decreased. 

“This is a critically important challenge in the global sweetener marketplace for the next decade or two,” she concludes.

By William Bradford Nichols