More than one in three US consumers are following a specific diet or
eating pattern, and they are increasingly averse to carbohydrates and
sugar, according to the 13th Annual Food and Health Survey, released in
May by the International Food Information Council (IFIC) Foundation,
Washington, D.C. Thirty-six percent of Americans reported following a
specific diet or eating pattern within the past year like intermittent
fasting (10%) and paleo (7%), it adds.
The survey highlights that more Americans blame carbohydrates, and
specifically sugar, for weight gain. Although sugars continue to be the
most cited cause of weight gain (33%), carbs ranked second at 25%, up
from 20% in 2017, the survey states.
The IFIC notes that both of these numbers are the highest since 2011.
Fats (16%), protein (3%) and “all sources” (17%) lagged behind when
placing blame.
A HOT TOPIC
Experts note that clean label and sugar reduction are the Top 2 global
trends driving new product development and innovation. The emphasis on
reduced-sugar, reduced-calorie beverages shows no signs of abating, they
add.
Although consumers’ definitions of “clean label” continue to evolve, in
the beverage space, a continual push for new products with no artificial
colors or sweeteners also has progressed, says Andy Ohmes, global
director of high intensity sweeteners at Minneapolis-based Cargill.
“At the same time, sugar reduction in beverages remains a hot topic
driven by a combination of factors, including evolving consumer
attitudes around sweetness intensity and sweeteners of choice, global
regulations, and taxation on the sugar content of beverages,” he says.
“While consumer scrutiny of product labels and sugar content shows no
sign of abating, we can’t lose sight of the importance of taste.
“Consumers want reduced-sugar beverages made with familiar ingredients
but not at the expense of great taste,” he continues. “Taste is, and
will remain, the single biggest driver of purchase intent.”
Beloit, Wis.-based Kerry affirms these results in its June report, “How
Sweet It Is,” which looked at the sweetener taste preferences of 760
Americans across different age groups, gender and ethnicities.
“Fifty-five% of American consumers want reduced sugar products to taste
the same,” it states. “With 71% of consumers reading the sugar content
on ingredient labels, the focus on lower sugar products has never been
higher.”
When it comes to consumer awareness and preferences, honey, sugar and
maple syrup were the Top 3 choices at 64%, 59% and 31%, respectively.
While 58% of consumers were aware of stevia, just 22% preferred it.
Despite garnering 63% recognition, high-fructose corn syrup was only
preferred by 7% of respondents, while aspartame ranked last in consumer
preference with 6% of the vote.
A NATURAL CHOICE
Experts note that the use of plant-based, zero-calorie sweeteners like
stevia and monk fruit are rising in preference. Taxes on sugar-sweetened
beverages, the US Food & Drug Administration’s (FDA) proposed 2019
“added sugar” labeling requirement, and more educated consumers looking
for new sweetener options is driving major change in the market.
As consumers shift away from artificial options, the usage rate of
plant-based, high-intensity sweeteners continues to significantly
increase, says Shaun Richmond, vice president of sales for North America
and Global Accounts at Layn USA, Newport Beach, Calif.
“Consumers are educating themselves around some of these comparatively
new sweetener options and understand the benefit of selecting stevia or
monk fruit over sugar or artificial sweeteners,” he says. “The improved
taste profile of stevia and introduction of monk fruit has been a
substantial part of why consumers are enjoying these products and
willing to purchase products using natural sweeteners.
“Regulation wise, sugar taxes are being applied in a growing number of
regions and countries,” he continues. “This, combined with the new FDA
labeling requirement of ‘added sugar,’ and commitments from
multinational companies such as Danone, Pepsi and Nestlé to reduce sugar
in their foods and beverages, is curtailing the production and
consumption of sugary beverages.”
Approved as a commercial ingredient in 2008, stevia has seen rapid
adoption across a wide range of beverage applications including
carbonated soft drinks (CSDs), ready-to-drink teas, flavored waters and
more.
For instance, Westwood, Mass.-based Blossom Water LLC reformulated its
signature blossom botanical drink to contain half the original’s low
calorie and sugar content. Blossom Water Version 2.0 uses a proprietary
sweetener system that blends a low concentration of steviol glycosides
(less than 0.5% by dry leaf weight) with a small amount of raw organic
sugar cane.
Food and beverage companies increasingly are using stevia-based
sweeteners in global new product launches. In fact, in 2017, more than
3,000 food and beverage products containing stevia launched globally,
according to Chicago-based Mintel’s 2018 Global New Products Database
(GNPD). In 2012, only a quarter of the 1,000 new products were
beverages, it adds.
Growing rates of obesity and diabetes are fueling the need for
better-for-you, natural sugar substitutes, says Magomet Malsagov, chief
executive officer at PureCircle USA Inc., Chicago. “In 2017, launches of
products containing stevia with a claim for kids (ages 5-12) increased
16% from 2016,” he says. “In 2017 alone, beverage launches were up more
than 10% versus 2016.”
PureCircle offers Reb M and other stevia leaf sweetener ingredients with
sugar-like taste and zero calories. The StarLeaf stevia variety
contains 20 times more of the sugar-like content than standard leaf
varieties, he adds.
NO SUGARCOATING
In 2017, the use of natural high-intensity sweeteners in the beverage
category globally increased by 40% in volume compared with 2016, says
Abigail Storms, vice president of global platforms for sweeteners at
Tate & Lyle, Hoffman Estates, Ill. She suggests that the majority of
the volume is generated from the following high-intensity sweeteners:
acesulfame potassium, aspartame, cyclamate and sucralose. “Natural
high-intensity sweeteners, mainly stevia based, make up the remainder
and have grown year-on-year for the past several years,” she says.
Thom King, president and chief executive officer of Icon Foods,
Portland, Ore., estimates that dozens of sweetening solutions currently
are available to beverage manufacturers, including the aforementioned
products along with allulose, fructose, xylitol, erythritol and
countless combinations thereof.
“The biggest consumer trend to impact the uses of sweeteners has been the demand of clean-label sugar reduction,” he says.
Sweetening systems designed to be a plug-in replacement for sucrose
provide more reliability and cost-effectiveness to the supply chain,
King notes.
Among the sweetening solutions Icon offers are Erysweet+, a stevia
erythritol blend, and KetoseSweet+, an allulose, stevia and monk fruit
blend that is becoming its most popular sweetening system for beverages,
King says.
“Though allulose is classified as an added sugar, it is projected that
the FDA will take it out of the added sugar category and give it a line
on the nutritional facts panel similar to alcohol sugars,” he says.
Westchester, Ill.-based Ingredion offers a portfolio of stevia-based
sweeteners derived from the three major steviol glycosides: Reb M, Reb D
and Reb A.
“ENLITEN Fusion 7200 and 9200 stevia sweeteners and BESTEVIA Reb M are
high-purity stevia sweeteners that can enable 100% sugar reduction
without compromising on taste,” says Akshay Kumar Anugu, Ingredion’s
associate for global sweeteners research and development.
Although the sugar alcohol erythritol is commonly used in beverage
applications for calorie reduction, a restricted usage level of 3.5% is
limiting its usage, Anugu notes. Allulose, on the other hand, can
replace erythritol in a one-to-one ratio without adding calories.
Also citing its calorie-reducing sweetening attributes is St.
Louis-based DuPont Nutrition & Health’s Grace Arney, associate
applications science for beverages. DuPont offers the naturally
occurring XIVIA xylitol, which works in powder or liquid beverage
applications, leaves no aftertaste and protects teeth from cavities, she
says.
To combat the bitter taste and lingering aftereffects associated with
stevia, experts note that more ingredient suppliers are innovating to
create stevia solutions without offnotes.
At the Institute of Food Technologists (IFT) Annual Meeting & Food
Expo in July, Tate & Lyle launched TASTEVA M, a Reb M stevia
sweetener that has a more sugar-like taste without the bitterness
aftereffects, Storms says. TASTEVA M starts with stevia leaf extract and
then uses a bio-conversion process and aqueous-only finishing step,
which produces more volume and delivers more from the leaf at an
acceptable in-cost use, Storms adds.
Also at IFT, Minneapolis-based Cargill announced that its newest
sweetening solution, EverSweet, now is available for commercial use.
EverSweet allows product developers to achieve measurable calorie and
sugar reductions while reducing or eliminating masking agents and
modifiers, Ohmes says.
For beverage clients, Savannah, Ga.-based Sweetener Solutions USA offers
high-intensity sweeteners and blends, technical formulation and
blending expertise to help companies achieve sweetener and caloric
reductions while providing cost-savings of 25-35%, it says.
“We formulate natural and organic sweetener blends to meet a company’s
specific applications,” explains Sweetener Solutions’ Scott Schultz,
vice president of sales and marketing. “Our natural blends reduce
calories while maintaining great taste.”
Among its offerings is SucraSweet Stevia Ultra 100, an all-natural
product that replaces nutritive sweeteners at as high as 100% in natural
fruit drinks, CSDs, teas, protein beverages, sports drinks and energy
drinks; and SucraSweet HIS Malto-600, a replacement for sucralose that
is 600 times sweeter than sugar, it says.
As beverage-makers reduce sugar content and seek a cleaner label for
their existing products, Schultz notes the task is not without
challenges and risks. “Companies need to preserve the sweetness/taste
profile that their customers have come to expect,” he explains. “More
established brands are enlisting our help in making the transition. To
reduce the trend of declining sales of high-sugar products, we suggest
not changing the high sugar but introducing healthier and/or naturally
sweetened products.”
Ihab Bishay, director of sweet applications at Itasca, Ill.-based
Ajinomoto Health and Nutrition North America Inc., agrees that
successful sugar reduction should start with clean-tasting sweeteners as
the consumer will not re-purchase a product unless it tastes good. The
company offers advantame and aspartame, zero-calories sweeteners, as
well as a customer applications center.
“Long gone are the days of single sweetener formulations,” he says.
“Today’s formulations incorporate multiple sweeteners, together with
taste modifiers and flavor enhancers. Together, these combinations
achieve a taste profile much closer to sugar.”
Formulation expertise also is crucial. “Understanding how to formulate
with various sweeteners to maximize their ability to reduce sugar is a
key factor in a successful product,” Bishay explains. “… We develop
innovative prototypes and formulations to meet customers’ needs for
cost, taste, label, positioning, etc.”
RIPE FOR INNOVATION
As beverage manufacturers seek to reduce added sugar, new texturing and
masking solutions, a plethora of options can help drive new product
innovation and brand success, experts note.
In the United Kingdom, CSD maker Kolibri Drinks, in partnership with
Yorkshire-based glass packaging specialist Beatson Clark, recently
introduced a cone-shaped 300-ml custom-designed bottle cap that stores
nectar in the cap, allowing consumers to control the amount of sugar in
their soft drink, it says.
Chilton, Wis.-based Briess manufactures malt extracts that serve as
nutritious alternative sweeteners made without additives or chemicals
while adding protein, the company says.
The company offers a gluten-free extract made from white grain sorghum
that carries a honey-like flavor that will mask and/or add flavor to
beverages. Another sweetener innovation, InnoSweet is made from whole
grain sprouted wheat that does not have to be listed as added sugar,
says Judie Giebel, technical services representative at Briess.
“It is not 100% soluble, but has excellent application in many smoothie applications,” she says.
Experts note that sweetening systems and sugar reduction is a global trend that’s here to stay.
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