Sugar reduction

According to FMCG Gurus, 61% of people globally have actively reduced sugar intakes in the past two years. 8

“But here’s where the problem is,” said Hughes. “Consumers have negative perceptions of sugar, but they also prioritise taste. And for most people, sugar tastes great.”

It’s a problem that drink manufacturers have been actively tackling. Approximately 18% of all global non-alcoholic beverage launches since 2020 featured sugar-related claims, according to Illinois-based Flavorchem .

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In 2021, PepsiCo sold off its juice brands like Naked and Tropicana, with sugar’s shifting status partly a motivating factor .

“The news of Tropicana and Naked reflects the uncertain role of fruit juice in the consumer’s routine long term and the ongoing concern about sugar – particularly in North America, where Tropicana is largest,” Howard Telford, head of soft drinks at Euromonitor International, said in press reports at the time. 10

“While the category in the US enjoyed a boost in off-trade sales in 2020, with consumers seeking more vitamin C for immune support, the long-term trend has been one of decline.”

The determination of consumers to control sugar intakes is shown in an International Food Information Council (IFIC) survey from 2021, where “twenty-five percent of consumers say that the total sugars information on the carbohydrates portion of nutrition facts labels has the biggest influence on their purchases. Twenty-one percent say the same about total carbohydrates information and only 13% say this about added sugars” .

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But the IFIC survey also showed that “overall, the number of Americans limiting or avoiding sugars in their diet has remained stable (72%) since 2020 but remains down versus 2019 (80%)” .

Prolific development and experimentation around natural and synthetic sweeteners from the likes of monkfruit, pomegranate, agave nectar, stevia, high-fructose corn syrup, honey, erythritol, crystalline fructose, aspartame, and more ensures lower-calorie options continue to offer relevant alternatives in many beverage segments .