Industry Growth of Reduced-Sugar Products
Consumers have been interested in low-sugar foods for decades. But today, many consumers have additional expectations: Some prefer naturally sourced or plant-based sweeteners, and many are wary of the aftertaste or altered texture some sugar substitutes can lend. How can ingredient manufacturers meet shifting market demands?
Fortunately, there are numerous options. In addition to the more traditional alternative sweeteners like aspartame and sucralose, newer options like allulose, rebaudioside, and monk fruit extract are continuing to grow in customer acceptance. Exploring these options can help you achieve your goals for reduced sugar and calorie content in your products. If you use alternative sweeteners, you'll need professional testing of raw materials to ensure accurate product labeling and safety.
Market trends in reduced-sugar products
As measured by a survey of representative US households, the volume of caloric sweeteners purchased per household declined from 436.6 to 362.4 grams per day from 2002 to 2018. During the same period, households increased their purchases of products that combine sugar with calorie-free sweeteners.
Meanwhile, the use of natural sweeteners has increased. According to MarketsandMarkets, the global natural sweeteners market was worth 2.8 billion USD in 2020 and is projected to hit 3.8 billion USD in 2025, for a compound annual growth rate of 6.1%. Their experts predict that the beverage industry will experience especially rapid growth in natural sweetener usage.
Sugar reduction strategies
Companies have more options than ever for formulating great-tasting products that are low in sugar. Here are some strategies that can be used either individually or in combination.
- Adding interest with other flavors. Many consumers today don’t want overly sweet food, as shown by the rise of no sugar or sweetener sparkling waters in a multitude of flavors. So, one option is to reduce sugar content by replacing some of the sweetness with other fun sensations, like carbonation, flavors, and small hints of juices or concentrates.
- Plant-derived sweeteners. The survey of US households noted above recorded a large increase between 2002 to 2018 in the percentage of American households that purchase products containing rebaudioside A, a component of stevia (Stevia rebaudiana). Monk fruit (Siraitia grosvenorii, also known as luo han guo) is also continuing to grow in popularity.
- Low-calorie “rare” sugars. Allulose is a monosaccharide (sugar) found in low amounts in some foods. Because it is not metabolized the same way as sucrose, allulose provides about 10% of the calories as sugar but 70% of the sweetening effect. As a true sugar, it contributes a mouthfeel very similar to that of sucrose. The FDA ruled in October 2020 that allulose does not have to be listed as added sugar or total sugar on the nutrition facts, although it does have to be included in total carbohydrates. Other low-calorie, non-traditional sugars include tagatose, found in some dairy products, and erythritol, found in some fermented foods and certain fruits.
- Alternative natural sugars. Some consumers care as much about the source of the sugar in the product as about the amount listed on the Nutrition Facts panel. In addition to the more traditional agave, maple, and honey, malted barley extract and oat extract are now on the radar, as are fruit extracts. These ingredients are caloric sugars, but some also add flavor of their own, which can facilitate sugar reduction.
Improving functionality and avoiding off-flavors in low-sugar foods
Sugar plays functional roles in foods, contributing to mouthfeel and other properties as well as taste. In foods from baked goods to ice cream, sugar content affects aspects of texture like graininess and tenderness with it hygroscopic properties, enables browning, and alters the freezing point of water. In jellies and preserves, sugar has important antimicrobial effects and extends shelf life.
When replacing sugar, you’ll need to ensure those functions are being met. Often, a combination of different alternative sweeteners can provide a balanced taste and function.
Certain alternative sweeteners have an advantage. For example, allulose, as true sugar that is lower in calories, can enable browning and reducing the freezing point of foods. It can be combined with other sweeteners, like stevia, to provide optimal functionality and taste.
In some cases, alternative sweeteners have off-flavors or an aftertaste that needs masking. For example, stevia extract contains many compounds, some of which offer different levels of sweetness and some of which contribute off-flavors like bitterness and a licorice taste. Also, monk fruit, a member of the melon family, can provide an off-flavor reminiscent of melon rind. Some companies address flavor issues by using different extracts or single compounds from these plants; others are combining stevia with monk fruit or other sweeteners to mask the off-flavors.
It is also important to note that some sweeteners possess subtle sensations themselves and may be application-specific. For example, Erythritol has a cooling effect suggesting it is best used for minty applications like chewing gum. However, it can be used in other applications with other flavor maskers or mixed with other sweeteners.
Importance of Ingredient Verification
Supplier verification of ingredient manufacturers is important in confirming identity, potency, and purity of raw material sweeteners before using in formulas. Sweeteners, especially those like Reb A, have complex extraction processes and quality can vary throughout the industry. Compendial methods (those based on an accepted standard such as USP Compendial, ICUMSA, or EP) or non-compendial methods (such as those developed for a particular client or industry) may be used to verify the raw material meets specifications. In the final product, although more difficult, testing for calorie content or sugar content can be performed to ensure label accuracy.
Eurofins' testing experts can assist you whether your reduced-sugar product is in development or already on store shelves. We have deep experience in analyzing sweeteners, and offer comprehensive testing to verify ingredient identity, potency, and purity, sensory evaluation, and Nutrition Facts label testing. Contact us for expert help in meeting labeling requirements and achieving both a label and a flavor profile that will excite your customers.
