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Most American consumers are now aiming to reduce their sugar intake, and continue to look for new, better-tasting, non-caloric alternatives. Recent consumer research commissioned by food and beverage ingredient innovator, MycoTechnology, Inc., examines attitudes toward sugar reduction and high-intensity sweeteners, uncovering key opportunities in the market.

MycoTechnology partnered with Brightfield Group to gather proprietary, AI-driven insights among a sample of US adult consumers, finding that sugar is the top item people want to reduce in their diets. However, 75% also wish there were better-tasting non-caloric options, highlighting taste as a major pain point in the current market.

Of those who are actively reducing their sugar intake, 71 % report that they do so by eating fewer sweet foods, versus only 31 % that are using products with non-caloric sweeteners, indicating room for improvement across reduced sugar formulations. Additionally, 7 in 10 consumers that use non-caloric, naturally derived sweeteners report that they would be interested in new options. The survey also showed widespread interest in clean label ingredients, combined with negative perceptions of artificial sweeteners.

“This research demonstrates clear demand in the market for new, appealing sweeteners that are derived from nature,” said Caroline Schwarzman, MycoTechnology’s Head of Business Development. “Sugar reduction is top of mind for consumers, but many feel that achieving this goal requires sacrifice—on taste, price or perceived health risks. This trade-off is preventing the reduced sugar market from reaching its full potential.”

In response to this critical food system challenge, MycoTechnology is developing the first ever sweet protein from honey truffles, offering an unparalleled solution for sugar reduction. Following the achievement of several technical and safety milestones, the company continues to scale production and is collaborating with food and beverage innovators to bring Honey Truffle Sweetener to market.

“Innovative fermentation technologies have allowed us to target common challenges, establishing a clean sweetness profile with proven safety and digestibility performance, and low cost-in-use,” added Ranjan Patnaik, Ph.D., MycoTechnology’s CTO. “This new solution is designed to address the top concerns of consumers, presenting an opportunity for food and beverage innovators to meet demands and stand out on the shelf.”

Link between happiness and hydration among Americans found in a survey* on water consumption habits

While it’s no secret that hydration is essential for health, a new survey commissioned by True Lemon and conducted by OnePoll uncovered its impact on overall happiness for Americans. Among the 2,000 respondents, 46 % who drank the most water (10+ glasses a day) said they were very happy compared to only 22 % of those who drank the least water (1 – 3 glasses a day).

Those that drank the most water also reported finding happiness and appreciating the little things in their days. They also try to improve their mood and fuel their day by staying hydrated (36 %), eating enough to avoid getting “hangry” (31 %) and taking walks (30 %). In addition, 61 % percent of those who drank more than 10 glasses of water a day said they used water additives or drink mixes and powders like True Lemon, while 59 % of those who drank the least water said they did not.

“There are so many health benefits to drinking water, but 43 % of respondents reported that water ‘tastes boring’ posing it as one of the biggest challenges to increasing their intake. The number one problem we solve for our customers is that we help them drink more water. In fact, in a recent study with over 4,000 of our customers, 94 % said we helped them drink more water every day,” said Heidi Carney, Executive Vice President, Marketing at True Citrus. “Adding a packet of True Lemon to your water allows you to reap all the hydration benefits of drinking water by making it delicious.”

*This random double-opt-in survey of 2,000 general population Americans was commissioned by True Lemon between Feb. 16 and Feb. 22, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).

Euromed’s natural ingredient Pomanox® shows potential to help reduce food intake

According to a recently published clinical study by the department of Dietetics, Nutrition and Biological Sciences, those supplementing with Euromed’s natural extract Pomanox® showed significantly lower levels of hunger and a desire to eat, as well as higher levels of satiety, compared to a placebo group.

In the preliminary, independent, placebo-controlled study conducted at Queen Margaret University, Edinburgh1, twenty-eight healthy subjects were given either three-week supplementation with Pomanox® or a placebo. During week three, satiety parameters were determined on a testing day after participants ingested breakfast and lunch with pomegranate juice (PJ). The results suggest that subjects in the Pomanox® group with the PJ preload were generally more satisfied than those given the placebo. Participants were also less hungry after Pomanox® intake with PJ during the meal than those who consumed placebo juice and capsules. Scores from the visual analogue scales (VAS), which record subjective sensations, showed significantly lower levels of hunger and a desire to eat, as well as higher levels of fullness and satisfaction, thus greater levels of satiety in participants consuming Pomanox® with PJ, compared to the placebo. These participants also liked the smell of the meal significantly more than the placebo group. Interestingly, the consumption of pomegranate extract was associated with a significantly lower amount of food intake during the satiety session compared with the placebo group.

While preliminary, these findings confirm the appetite-regulating effect of polyphenol-rich extracts reported in previous studies, suggesting possible novel new approaches to reducing risk factors for obesity and compulsive eating, and providing more enjoyable meals while dieting.

Andrea Zangara, Scientific Marketing Manager at Euromed, says: “We are very pleased to see these promising results, as they further support the efficacy and safety of Pomanox®, expanding its numerous evidence-based health applications to include weight management and behavioural support. Pomanox® is available in different formats and strengths, and extracted using safe and eco-friendly, water-only technologies (Pure-Hydro Process®) as with all the other ingredients in our line of Mediterranean Fruit and Vegetable Extracts™. Their production is vertically integrated as they originate from selected fruits grown in the Mediterranean region – close to our dedicated manufacturing plant and in accordance with strict and transparent quality control protocols. In summary, they are ideal for inclusion in premium dietary supplements, functional foods and pharmaceuticals.”