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Concern over sugar intake and interest in sugar reduction is driving an increasingly sophisticated approach to sweetening food and beverages with a focus on three parallel areas: natural sweeteners, less sweetening and no sweetness.

Innova Market Insights’ latest Ingredient Insider report analyzes trends in sugar reduction and the use of sweeteners in food and beverages. The report includes market and consumer research, new product activity and the use of sugar-related claims in food and beverages.

Efforts to reduce sugar levels are well established and ongoing, reflecting the well-documented link to dental caries as well as the widely held view that high sugar consumption is a causative factor for a range of conditions including weight gain, diabetes and hyperactivity in children. Government intervention in this regard has become more widespread globally, including the use of sugar taxes and the regulation of advertising targeting children.

Four in 10 consumers in Innova’s global Health and Nutrition Survey in 2020 claimed to have decreased their sugar consumption over a 12-month period. The prevention of health conditions was the leading reason given for this reduction, ahead of weight management and followed by dental health.

“In recent years ingredient innovations have enabled manufacturers to better replicate the multiple sensory and functional properties of sugar, including sweetness, mouthfeel, bulk, browning and moisture retention, while lowering the amounts of sugar and calories,” reports Lu Ann Williams, Global Insights Director at Innova Market Insights.

Sweeteners currently include non-nutritive, bulk, reduced-calorie sugars and rare sugars, but ongoing research is likely to discover forms of sugar that can be marketed as natural and offer both formulation and metabolic benefits, while increasingly successfully targeting the high taste expectations of consumers.

As well as NPD activity in sweet ingredients, such as fruits to provide sweetness that does not count towards added sugar on labels, the demand for natural sweeteners like stevia, monk fruit and erythritol is rising in response to consumer demand for clean products and a clean label. These are starting to displace other sweeteners considered to be artificial, reflecting Innova Market Insights’ Top Trend for 2021, “Transparency Triumphs.” Companies are upping their game to tell the story of their product by detailing exact ingredients and origins along with production processes.

Manufacturers are continuing to develop new steviol rebaudioside glycosides with sweetness profiles that better match the taste of sugar. At the same time, new production methods are reducing environmental impact. Blends of ingredients used to replicate the sensory and functional properties of sugar include plant-derived sweet-tasting fibers such as chicory root fiber.

These ingredient mixes will continue to optimize taste, recognizing its vital role as a purchase driver. These can encompass concentrated sweeteners alone, or in combination with fibers and other components that replicate the sensory and functional properties of sugar. Ingredients can be chosen and tailored to match the dietary requirements of consumers, including plant based, vegan and gluten free. They are also likely to offer benefits beyond sweetness, such as better-tolerated fibers and protein fortification.

Technomic’s Away-From-Home Beverage Study evaluates growth trends and future implications

Findings from Technomic Inc.’s 2017 Away-From-Home Beverage Study indicate that nonalcohol beverages are a large and growing part of the foodservice industry. From staples like soft drinks, teas, coffees and juices to emerging categories like cold-brew coffee, energy drinks and enhanced waters, hot and cold beverages accounted for over $181 billion in annual sales and totaled over 113 billion servings in 2016. Although soda and regular coffee continue to drive beverage volume overall, formats like specialty coffee (hot and iced), bottled water and energy drinks are expected to continue their already rapid growth in the next three to five years.

“Beverages account for $1 out of every $5 consumers spend away from home,” said David Henkes, senior principal at Technomic. “They are a critical part of the overall experience and, because of their central importance, it’s absolutely crucial for restaurant operators and their suppliers to understand how innovation impacts consumer satisfaction.” Adds Patrick Egan, manager of research and insights, “flavored waters, plant-based milks, cold-brew coffee, aguas frescas and fresh-pressed juices are some of the categories taking advantage of modern consumer beverage preferences.”

While key attributes like taste and refreshment still dominate the consumer mindset, there is an increased emphasis on beverage health and functionality due to demographic (i.e., generational, ethic) and regulatory (e.g., regional soda taxes, mandatory calorie labeling) shifts. No longer are consumers simply looking for a convenient meal compliment; rather, they are coming to foodservice operations seeking fulfillment of diverse beverage occasions like snacks, pick-me-ups or meal replacements. As such, manufacturers and operators need to come prepared with multifunctional items that can serve a variety of dayparts.

Additional key takeaways from the report include:

  • Diet beverages sweetened with zero-calorie sugar substitutes (e.g., aspartame) are no longer perceived to be healthy. Other, more natural sweeteners such as agave, Stevia and honey are among the better-for-you sweeteners capturing increased consumer and operator attention.
  • While brand-name beverages are still critical to consumers – over 50 % consider brand name either somewhat or very important – younger generations tend to downplay brand importance relative to older generations.
  • Pricing and taste remain the top two attributes operators emphasize when sourcing their beverage products.

Insights were collected from more than 800 foodservice operators and more than 3,000 consumers through comprehensive surveys, in-depth interviews and interactive discussion boards, with supplemental findings from Technomic’s exclusive Digital Resource Library and MenuMonitor tools.