Four ice creams in cones with toppings and sauces

Sugar vs sweeteners: Five insights to help you formulate

June 18, 2020 | Ice Cream, Bakery

Sugar reduction is no longer a trend – it’s embedded in consumer expectations as they routinely look-out for products with “low sugar” or “no added sugar” claims across all applications including beverages, bakery and dairy. 

Local government initiatives plus mass media reporting has influenced consumer demand for low sugar products as well as highlighted general consumer concerns for health and wellness. However, consumers are unwilling to compromise on taste, desiring an indulgent, sweet sensory eating experiences from their favourite food products.  

The sugar tax imposed in the UK has forced manufacturers to reformulate sugar reduced recipes or otherwise face being taxed. The EU is also actively involved, committed to reduce added sugars by 10% from 2015-2020.  

Discover five top market insights surrounding sugar that you need to know to help you formulate.

Consumers are cutting calories

64% of consumers in Europe, the Middle East and Africa say that a ‘low in calories’ claim is important to them when buying food or drinks.1 These kind of on-pack calorie claims appeal to consumers looking for guilt-free indulgent eating experiences.

64% of consumers in Europe, the Middle East and Africa say that a ‘low in calories’ claim is important to them when buying food or drinks.1

Retaining a sweet sensory experience

While 65% of consumers are concerned about sugar in their food products, 61% state they have a sweet tooth and enjoy the sensory experience sugar offers.2

Concern over artificial solutions

Many manufacturers have turned to artificial sweetener solutions to appeal to consumers dodging sugar, however, Mintel research3 revealed that 53% of consumers are also concerned about artificial sweeteners, driving growth of sweeteners derived from natural sources and processes.

Low sugar is replacing low fat

Global launches of low sugar ice creams increased at a CAGR of 48% through 2015-2019 while low fat ice creams dropped at a CAGR of 12% demonstrating low sugar has become the priority.4

Healthier lifestyles are a priority amidst COVID-19

Healthier lifestyles have become critical for consumers amongst the pandemic with 45% stating they aim to reduce their sugar intake to achieve do this.5

Slices of Swiss roll made with Erysta

Watch our webinar

Tapping into the sugar reduction trend in baked goods with ERYSTA® Erythritol, hear our sugar reduction experts discuss the continuing trend for sugar reduction in baked goods. Learn how you can reduce sugar in your recipes while retaining an indulgent sensory experience across a wide range of applications, perfect for those health-conscious consumers.

Watch the webinar

1 (2019) Ingredion ATLAS Research. 

2 (Innova Market Insights, 2019) “Sugars and sweeteners in a changing marketplace.” 

3 (Mintel, 2019) “Attitudes towards sugar and sweeteners – UK.” 

4 (New Food, 2020) “Ice cream market shifts to deliver pleasure without guilt, states report.”

5 (New Food, 2020) “Evolving eating habits as a result of COVID-19.”