Consumer Trend: Too Much Sugar

Some of the consumer trends born out of the pandemic seem to be around to stay. That’s especially true when it comes to holistic health. According to a trend summary from Innova Market Insights, interest in immunity-boosting ingredients continues. And concerns over consuming too much sugar are sticking around.

Sugar Concerns

In December of 2016, 51% of consumers said they believed a healthy diet to be low in sugar, according to Mintel. After the turmoil of 2020, that hasn’t changed. A 2021 FONA International Consumer Study reported that 50% of consumers want to reduce their sugar consumption. Weight loss is the most common reason for wanting to cut back.

Plus, 74% of consumers stated that the no-sugar added claim on a label is important.

Here are a few more actions consumers are taking to reduce sugar, according to the study:

• 58% drinking less soda
• 54% eating less candy
• 51% eating fewer baked goods 

Alternative Sweeteners

What’s different today compared to 2016 is that sugar alternatives are getting better. Mintel reports that next-gen Stevia and functional fiber are gaining ground among brands that want to cut more sugar out of their formulations. Plus, products with inulin have tripled in the past five years, according to the report.

Bottom line: Just as it is with plant-based formulations, ingredients that have always been around are getting a closer look. But it’s not always one ingredient that can do it all.

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