Signalling the compelling potential for cutting-edge sugar reduction technology to stand out as a USP, 59% of consumers say they would like their favourite treat brands to explore new sugar reduction technologies.
UK consumers look to a range of approaches to manage their sugar intake. However, the recent spotlight on ultra-processed foods (UPFs) has added to scrutiny faced by artificial sweeteners, and continued ‘clean label’ new product development is needed in the UK sugar industry.
Almost six in ten UK consumers say they would like their favourite treat brands to explore new sugar reduction technologies, signalling the compelling potential for cutting-edge sugar reduction technology to stand out as a USP.
In light of the recent scrutiny on UPFs, three in five people say consuming too much food/drink with artificial sweeteners can lead to long-term health issues. Where products are able to call out the absence of ingredients likely to be seen as additives, this will chime. However, most brands will instead need to justify the use of these to keep consumers on side.
While reduced sugar food/drink divide opinion, there is marked openness to these. Almost half of people have tried a new low/no/reduced sugar product of late, including six in ten of current non-users. Pointing to permission for sweet treats to play in this space, almost tw0-thirds of those limiting/reducing their sugar intake list biscuits, chocolate or desserts as foods in which they would be most open to trying a reduced sugar version.
This report examines consumers’ attitudes towards and behaviours relating to sugar and sweeteners in all types of food and non-alcoholic drink that consumers eat and buy. Sweeteners are defined as ‘substances used to impart a sweet taste to foods or in table-top sweeteners’, and can broadly be split into two types: artificial sweeteners and plant-based sweeteners. The term ‘artificial sweetener’ is typically used to refer to sugar substitutes that are made from chemically manufactured molecules, ie those which do not exist in nature. Examples include acesulfame K, aspartame, neotame, saccharin and sucralose. The term ‘plant-based sweeteners’ is typically taken to include any sweeteners that are derived from natural sources. Examples of zero-calorie naturally plant-based sweeteners include stevia (made from leaves of the stevia rebaudiana plant) and xylitol (eg from birch).
This report was written by Claire Finnegan, Mintel’s Food & Drink Analyst. Claire joined Mintel in 2022, writing and producing reports covering a variety of topics in the food and drinks market. Prior to joining Mintel, Claire obtained a BSc in Nutrition, Food and Business Management from the University of Galway. Alongside her studies, she also gained food industry experience while working for a food producer in Ireland.
Most people limit or reduce sugar, making it crucial for companies to be seen as helping. However, reduced sugar claims and sweeteners continue to divide opinion.
Claire Finnegan
Food & Drink Analyst
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