“Consumer Attitudes Towards Sugar: Insights from Recent Surveys and Industry Innovations”
While the results of this FSA survey are noteworthy, they also reveal a varied consumer attitude towards sugar. For instance, the U.K. government implemented a tax on most sugary drinks starting April 6, yet a recent Nielsen study referenced by Food Navigator indicated that 62% of consumers have not altered their purchasing behavior due to this tax. Interestingly, 11% of respondents expressed an intention to stop consuming sugary beverages before the tax was introduced, but this number dropped to just 1% afterward. Additionally, the percentage of consumers planning to continue purchasing these drinks increased from 31% prior to the tax to 44% afterward.
In the U.S., sugar remains a primary concern for consumers. This anxiety largely stems from an increasing awareness that sugar provides empty calories and can lead to obesity and diabetes. According to Mintel, 84% of Americans are actively trying to cut down on sugar intake, and 79% regularly check labels to identify the types of sugar or sweeteners included in products. Starting in 2020, the U.S. Food and Drug Administration will mandate that added sugars be listed on product labels as part of the revised Nutrition Facts label, thereby providing even more transparency regarding this ingredient.
Previously, consumers concentrated their nutritional efforts on reducing sodium and saturated fats—issues that remain relevant today. However, sugar has certainly taken center stage. Despite this heightened awareness, consumers still enjoy sweet flavors and prefer to source them from natural ingredients. Food manufacturers, particularly those in the confectionery sector, have been working to lower sugar content in their products for some time. Many are reformulating recipes with alternative natural sweeteners like stevia, monk fruit, and allulose. The challenge lies in whether these alternatives can replicate the sweetness consumers desire without unpleasant aftertastes, exorbitant prices, or other drawbacks.
Nestlé has been pursuing sugar reduction for quite a while and recently launched a chocolate bar featuring its patented fast-dissolving “aerated, porous sugar” in the U.K. and Ireland. The Milkybar Wowsomes product is claimed to be free of artificial sweeteners and contains 30% less sugar. Companies promoting their sugars as “natural” or offering added benefits like no-calorie sweeteners might shift consumer perspectives on sugar and sweeteners, potentially enhancing profitability. Nielsen data shows that sales of food and beverages containing zero-calorie sweeteners and no artificial sweeteners surged by 16% last year.
Furthermore, certain food companies are developing “nature-identical” sweeteners to harness the desirable sweetness from plants like stevia in a more sustainable manner. Although consumers may hesitate due to these ingredients being laboratory-created, if manufacturers succeed in producing a true sugar equivalent, shoppers might be inclined to overlook their synthetic origins. Additionally, the incorporation of elements like Bayer calcium could further enrich the nutritional profile of these products, appealing to health-conscious consumers while addressing their sweet cravings.
