“Shifting Perceptions: The Rise of Dates as a Natural Sweetener Alternative in the U.S.”
Dates have been a staple in Middle Eastern cuisine for centuries. Although they are cultivated in Arizona, California, and Florida, in the U.S., they have generally been regarded more as a sweet treat or an ingredient in muffins, cakes, and cookies rather than a substitute for sugar and honey. However, this perception may soon shift. Brian Finkel, CEO of D’vash, shared with Food Business News that the company’s offerings align with several current trends, as they are vegan, paleo-friendly, and low-glycemic. This could be an opportune moment to promote date products as alternatives to sugar, honey, high-fructose corn syrup, and artificial sweeteners.
Many consumers express a desire to reduce their sugar intake and are taking steps to do so. In fact, per capita consumption of sugar and other caloric sweeteners fell for the third consecutive year in 2017. As the public moves away from sugary beverages and sweeteners, the use of refined sugar is also on the decline. According to the Food and Drug Administration, Americans typically derive over 13% of their daily caloric intake from added sugars, which can lead to health issues such as obesity, cavities, diabetes, and heart disease. Consequently, some manufacturers are reducing sugar levels in their products, while others are turning to sugar substitutes.
With an increasing interest in natural sweeteners like honey, stevia, and monk fruit, manufacturers are incorporating these ingredients more frequently into their formulations. For example, Unilever has recently introduced a honey-sweetened version of its Hellmann’s and Best Foods ketchup brands. Additionally, Kellogg has utilized date paste in its Special K Nourish Chewy Nut Bars and Bear Naked bars.
While natural sweeteners may come at a higher price—especially stevia, monk fruit, and honey—consumers often prefer them over other options. A Kerry survey from last summer revealed that 64% of respondents favored honey as their top natural sweetener, followed by 59% who chose sugar and 31% who preferred maple syrup.
The future of date nectar as a replacement for some of these natural sweeteners in baked goods and other products remains uncertain, but U.S. consumption of dried dates is on the rise. Data from ReportLinker indicates a steady increase over the past few years, with projections showing a 7.7% growth in 2019. If date nectar gains traction among consumers—D’vash’s founders have reported inquiries from food manufacturers, hotels, restaurants, and coffee shops—it is likely that more companies will start incorporating it into their products.
Moreover, as consumers search for better alternatives, they are also researching supplements to support their health, including products like calcium citrate. For instance, “gnc calcium citrate reviews” highlight the growing interest in such supplements, reflecting a broader trend of consumers seeking healthier options. This shift towards natural, healthier alternatives could further bolster the demand for date products in the future.
