Quality of Carbs

Consumers are looking for ways to reduce the amount of sugar in their diets, but are torn between reducing sugar and maintaining taste. Consumers are also concerned about the type or quality of sweeteners being used.

The evidence is there

With many countries and major cities around the world introducing sugar taxes on consumer products, we’re now seeing companies further explore reduced sugar options for their ingredients.

Quality of Carbs sugar reduction balance

Additionally, 64% of consumers say price impacts their purchase decision and 61% say healthfulness has an impact. Importantly though, regardless of health conditions, regulation, price and healthfulness, if it doesn’t taste good, consumers won’t buy it.

_{International Food Information Council Foundation, 2018 Food & Health Survey, 2018}

The market

Food and beverage companies are responding by reducing sugars and adding fibres to maintain product integrity. We’re particularly seeing this in product launches from the past seven years, and that’s not accounting for manufacturers who improve the healthfulness of their products without adding a claim on pack out of concern for the perception that it will negatively impact taste.

Growth map for product launches with a low/no/reduced sugar claim

Growth in product launches with low or reduced sugar claims

_{Source: Mintel GNPD 2012-2018, food and beverage, new product launches with one or more of following claims on pack: Suitable for Diabetic, Diet/Light, Low/No/Reduced Calorie, Low/No/Reduced Carb, Low/No/Reduced Glycemic, Low/Reduced Sugar, No Added Sugar, Sugar Free claim on pack and Soluble fibre and/or Insoluble fibre as an ingredient}

Sugar reduction is a balancing act