When asked how they hope to improve their diets, the number one factor consumers report wanting to address is their sugar consumption. Sugar has been the top dietary demon since 2018, data from the 2024 HealthFocus global report, Sweeteners: The Consumer Perspective, shows. Consumer concerns around sugar have remained the number one priority in all the years HealthFocus International has captured this data.
It explains why there has been an explosion in sugar-free confectionery, especially in the US where the market is valued at $2.45 billion in 2024 and is expected to grow annually by 5.4% over the next decade
The question of how to achieve sweetness without sugar has, of course, been addressed by a growing buffet of alternatives, whether artificially created or ‘natural’ and derived from plants as is the case with ingredients such as stevia and agave. Performance in this sector has been consistent, with 3.1% growth predicted over the next five years, with the market set to be worth $125bn by 2028, according to research by Markets&Markets.
Sweeteners have traditionally been the go-to for manufacturers wanting to replace sugar with an equally-as-sweet alternative ingredient and as a result the sector is expected to increase continuously over the next five years by $10.4 billion, growing by 40% data from Statista indicates. According to industry predictions, in 2029, artificial sweeteners will have seen ten years of consecutive growth and will hit a new peak of $36bn.
While some prefer to replace sugar with other sweeteners, the broader preference for consumers is reducing their use by choosing products that are less sweet or unsweet
Julie Johnson, President of Healthfocus International
However, despite artificial sweeteners' anticipated growth, recent research suggests consumers don’t see sweetners as a flawless alternative. Indeed, according to the HealthFocus report, 6 out of 10 parents are now highly concerned about sugar and artificial sweeteners.
So how should confectioners respond? How can the balance be struck between reduced sugar and overall calories but without affecting taste or texture, or more importantly consumer trust that a reformulated product is actually better for them?
Here we break down what you need to know.
1. Reconsider the sweetness
Traditionally, replacing sugar with sweeteners is the easiest way to reformulate and reduce sugar in confectionery. However, according to HealthFocus International’s global report on sweeteners, confectionery shoppers’ love of sweetness is waning, prompting researchers to question if sweetness has been overused. Today, the majority of consumers prefer food and beverages that are less sweet than they used to opt for. Indeed, almost three-quarters (71%) of consumers say that over time, they’ve come to prefer products that are less sweet.
Therefore, to truly meet consumers’ taste and flavour preferences, brands need to focus on lowering sugar, innovating new natural sweeteners, and implementing these into formulations without masking or adding more sugar-fuelled ingredients. “While some prefer to replace sugar with other sweeteners, the broader preference for consumers is reducing their use by choosing products that are less sweet or unsweet,” says Julie Johnson, President of Healthfocus International.
2. Be bold with new flavours
Achieving an ideal level of sweetness to reflect shoppers’ taste preferences is a critical consideration for manufacturers as they formulate new products. Today’s consumers want more than sweetness, though, the report finds. “The focus for consumers isn’t just about the level of sweetness, they want a flavour experience,” she adds. “As consumers are gravitating towards products with lower sweetness, this provides an opportunity to experiment with broader and bolder flavour profiles,” says Johnson.
3. Go natural
As health concerns continue to be raised about some artificial sweeteners and consumer concerns grow about ultra-processed foods, there is a need for sweetening ingredients that are naturally derived and have an appealing production process. “Consumers consistently view natural sweeteners more positively than artificial sweeteners,” says Johnson.
It explains why the market, currently valued at $25.78bn is set to almost double by 2032 to $42.61bn.
Stevia and monk fruit are currently the leading natural sweeteners in this segment because they are both naturally derived and have a low calorie profile (unlike other natural sugar substitutes such as agave, say, which is still relatively high in calories).
Falling from favour, meanwhile are xylitol, erythritol, and allulose, which occur naturally in various plants, but are today, far less accepted by consumers. In the case of xylitol, concerns about its health impact aren’t helping, but they’re also hindered by their artificial sounding names and complex processing methods.
4. Educate, educate, educate
A good versus bad sweetener story doesn’t articulate the full picture of consumers’ perceptions. Indeed according to the report, in many cases, shoppers feel neutral about certain sweetners.
Rebaudioside A (Reb-A), Neotame and Allulose were among sweeteners described as neutral by most consumers, at 62%, 62% and 61%, respectively for example.
Manufacturers can exploit this neutral reaction to certain ingredients, while also informing them about how they are achieving their sugar-reducing goals. “Consumer confidence largely depends on how ingredients are presented,” the report says, adding that consumers are open-minded about hearing more about ingredient origins, processing and growing methods, and the people behind the products. Educational marketing is key, it concludes. “This open-mindedness offers the chance for dialogue, education, history, perspective and influence,” says Johnson. “And now is the right time.”
Natural sugar substitutes
Monk Fruit
Monk fruit is a small sub-tropical melon that has a sweet low-calorie profile. Decoctions of the fruit (dissolving plant materials in hot water to make an extraction) have been used as a food ingredient around the world. It was recently classified by the UK’s Food Standards Agency as ‘not-novel’ in the UK meaning it can be used in foods sold on the UK market.
Stevia
Derived from the leaves of a South American plant, stevia is 50-300 times sweeter than sugar but is zero calorie. Stevia is classified as GRAs (Generally Regarded As Safe) by the USDA and its use is permitted in more than 60 countries.
Xylitol
Categorised as a sugar alcohol, that’s naturally occurring in many fruits and vegetables, xylitol has enjoyed great success in confectionery, especially chewing gum, thanks to its ability to prevent tooth decay. However, this sweetner recently came under fire after a report was published linking consumption with increased risk of heart attack and stroke.
Agave
Agave extracted from a Mexican succulent contain approximately 80% fructose and 20% glucose, meaning that it is low calorie, rather than zero calorie, although its make-up means it has less impact on blood sugar levels. One teaspoon of agave syrup has 60 calories and 15g of sugars.
