The nature of public health has long kept sugar in focus as a consumer concern, even as the scene continues to evolve: between “ultra-processed foods” entering as a term and GLP-1 drugs as prescription solutions, consumers’ relationship with food is complicated. However, their relationship with sweets still carves space for them in the diet: 39% would never completely cut them out, even if 57% have taken steps to change their intake over the last six months.
Consumers’ tendency to mix and match sweeteners indicates a self-directed adaptability that is best empowered by brand communications. Their quest for balance on their own terms calls for help from brands with clear nutrition information and descriptors that assume no common knowledge.
Wellness is a constant undercurrent, but so is the emotional value of treats. Effective brand communication is the missing link for consumers to balance both.
Adriana Chychula, Analyst – Food, Drink & Nutrition
This Report builds on the tabletop sweetener analysis presented in Mintel’s Sugar and Alternative Sweeteners – US, 2022.
For the purposes of this Report, Mintel has used the following definitions for tabletop sweeteners:
Sugar (white granulated, brown, and powdered)
Table syrup and molasses
Sugar substitutes, such as Splenda, Sweet’N Low, Equal, Truvia, etc
Honey
The following categories are excluded from this Report:
Chocolate and other dessert syrups.
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