Consumers want to reduce sugar in food products

Sugar is increasingly overtaking fat and salt as a primary consumer concern, especially as high sugar consumption is blamed for rising obesity rates.

Sugar reduction is a big trend

Avoiding sugar is a clear trend. Consumers are increasingly conscious of sugar level in products and sugar is the most common nutrition fact that people look at on packages when buying food.

Consumer want to avoid sugar but not with compromise in taste or other quality properties. Many consumers prefer products that have less sugar, but in natural way rather than with artificial sweeteners and new product launches with natural combined to sugar reduction are growing significantly. For example, snacks or bakery products are used in many occasions of the day and sugar level in them is relevant for the end consumer. With reduced sugar levels these products offer enjoyment and energy with better conscious and better for you -choices for the whole family.

The World Health Organization recommends reducing the amount of sugar added to all age groups in the diet. The proportion of sugar added in children and adults should be limited to a maximum of 10% of total energy. This means an average woman's energy level of 2000 kcal 50 g of added sugar per day. WHO proposed further stricter criteria for restricting access to sugar, 5% of total energy. However, the benefits of a tighter sugar limitation are not sufficient grounds for scientific research.

Strong consumer trends with motives in health and wellbeing are the growth drivers in food manufacturing industry

Avoidance diets, like gluten free and lactose free are growing segments, however food products are increasingly targeted to meet the needs of mainstream consumers who prefer better for you -choices, like higher protein, less sugar, less e-numbers, fiber or characteristics supporting sustainability like ecologic or organic. Consumers are increasingly preferring products with better nutritional values even in indulgence sector.

Valio is offering solutions for natural sugar reduction in following applications. Please contact our sales team for more information.

  • Dairy products
  • Confectionery
  • Ice cream
  • Bakery products
  • Desserts
  • Nutritional supplement

Sources: New Nutrition Business, key trends in food, nutrition and health, 11/2017 /Valio Consumer Insight; Valio Online survey UK, N=2029, 07/2017; Mintel GNPD, Food and drink categories, claims matches Low/No/Reduced Sugar and naturally/natural as the claim;,,,

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