Just as sugar is known worldwide as an important ingredient—so too has it become a global issue.
Official bodies—ranging from national governments to the World Health
Organization (WHO)—have focused on daily dietary sugar intake and
sugar’s contribution to global issues of obesity and chronic health
problems. For its part, the WHO has recommended since 2015 that
consumers reduce sugar intake from 10% of daily total calorie intake to
5% of those total calories. Experts have said that for an adult of a
normal body mass index (BMI), that works out to about six teaspoons—or
25g of sugar—per day.
Of course, some governments also have started to intervene with
promotional sugar reduction campaigns. In the United States, one related
initiative involves the US Food and Drug Administration’s new Nutrition
Facts label for packaged foods and drinks. Starting in 2020 (and 2021
for smaller companies) manufacturers will need to list all “added
sugars.”
Not surprisingly, food and beverage processors have responded with sugar
reduction efforts. These include product reformulations as well as
entirely new offerings with reduced sugar or even zero sugar content.
During 12 months to the end of September 2018, Innova Market Insights
found that about 7% of all new US food and drink products carried some
claim related to being sugar free or containing either low sugar or no
added sugar. That annual sugar-related claim figure is up from less than
6% back in 2013.
Perhaps not surprisingly, Innova Market Insights recorded new
sports-related foods, drinks and supplements as using the highest number
of reduced sugar claims during the 12 months to the end of September
2018. New soft drinks (including juices) took the second place when it
came to reduced sugar claims during the same tracking period. Meanwhile,
that category actually has a higher overall penetration of reduced
sugar introductions. Other key areas of sugar reduction activity include
the dairy, bakery, and cereal categories.
Better Beverages
Consumers’ concerns about sugar in the diet have impacted the soft
drinks industry, and, in particular, the sub-categories of juices and
juice drinks. US fruit juice dollar and unit sales volume both have
fallen in recent years, and new product development activities have also
been affected. Soft drink processors have responded with new products,
reformulations and growing use of low sugar and sugar reduction claims.
Innova Market Insights found that 24% of all new soft drink
products—introduced during the 12 months to the end of September
2018—carried on-pack claims about low sugar, no added sugar or zero
sugar.
Within the total soft drink market, juice and juice drinks accounted for
a leading 37% of those new entries. Those categories ranked ahead of
drinks, concentrates and mixes (23% of new items carrying sugar
reduction claims) and flavored bottled waters (14% of new items carrying
sugar reduction claims).
Interestingly, the highest penetration of claims related to sugar
reduction involves plant-based waters. Although overall category growth
comes from a relatively low base, Innova Market Insights found that
nearly 45% of new plantbased water products carried a sugar reduction
claim during the 12-month tracking period. This is perhaps reflecting
the intrinsically healthy image of the products, which also are
perceived as natural. Accordingly, it’s important that these products
also utilize natural sweeteners.
Natural sweeteners certainly fit this time when consumers are looking
for clean labels. As a result, natural, non-nutritive sweetener use is
growing. Innova Market Insights found natural sweeteners referenced in
more than 10% of US soft drink product introductions during the 12
months to the end of September 2018. The major beneficiary of this has
been stevia, which experienced a relatively slow start as manufacturers
were tweaking formulations for functional and taste benefits. This is
now highly significant, used in 94% of the launches featuring natural,
non-nutritive sweeteners.
Looking at stevia in soft drink formulations, Innova Market Insights
found stevia referenced in 32% of new soft drinks, concentrates and
mixes during the September 2017 to September 2018 time period. Stevia
appeared in 23% of new juices and juice drinks; and 16.5% of new iced
tea drinks, during the same period.
Some of the most high-profile applications for stevia have involved
carbonated soft drinks, a category known for its high dollar value but
relatively low new product innovation. Market leaders Coca-Cola and
Pepsi are striving to produce the most palatable stevia-sweetened option
with both naturalness and sweetness as an alternative to more
traditional artificial sweeteners, such as aspartame. Unfortunately, new
product development efforts have yet to positively boost the US’
low-calorie carbonated drink subcategory, which has seen sales fall at a
higher rate than the overall mature market.
New sweeteners also are emerging, although this tends to be a slow
process. Allulose (D-psicose) is a monosaccharide “rare sugar” with the
taste and texture of sugar—but without the calories. It was approved as
GRAS (Generally Recognized as Safe) in the US in 2014 and has started to
be used more recently on a limited scale. It is naturally present in
products such as figs, raisins, jackfruit, maple syrup and brown sugar
and has just onetenth the calories of sugar—with none of the blood sugar
impact.
Allulose was featured in two of Coca-Cola’s Fuze tea drinks launched the
US in mid-2018. Fuze Meyer Lemon Black Tea and Fuze Tropical Mango
Green Tea both use a blend of sugar, allulose, and stevia leaf extract.
Bakery, Cereals
Like soft drinks, the US bakery and cereals categories (including bar
products) have seen relatively high levels of sugar reduction claims in
recent new product launches. By way of background, major cereals
subcategories—including breakfast cereals, and cereal/energy
bars—generally have “better-for-you” profiles. However, each segment has
faced questions about added sugars and those sugars coming from fruit
ingredients.
Worldwide, breakfast cereal new product launch numbers exceed those of
cereal bars. In the US however, the relative maturity of the breakfast
cereals market and the popularity of cereal bars has resulted in launch
numbers being relatively evenly matched. More specifically, 12% of new
US cereal bars included sugar content related claims versus 4% of new
breakfast cereals with sugar claims during a 52-week tracking period
through the end of last September.
The highly developed US cereal and snack bar market dominates globally
in terms of launch activity and value and has seen ongoing interest in
sugar reduction. This applies not only to the nutrition bars
sub-category but also to the market as a whole, which includes granola
bars, snack bars, and breakfast bars.
The nutrition/intrinsic health bars sector now dominates the market with
50% of all bar sales through multiple retailers. However, this is a
highly competitive subcategory focusing on offering multiple health
benefits—in addition to convenience and taste. Not surprisingly, sugar
reduction is one of the biggest health and clean-label challenges.
Related on-pack claims here also are featured prominently alongside
information about calories, fiber and protein content.
Last year brought considerable activity in children’s snack bars and
several brands featured low sugar content as one of many benefits.
For example, Orgain Inc., Irvine, Calif., said its new Kids O Bar is
organic, wholegrain, non-GMO, gluten free and contains half the sugar
and twice the fiber of the leading brand. KIND Healthy Snacks (KIND LLC)
introduced three varieties of KIND KIDS 100% whole grain granola bars
with 25% less sugar and no additives or preservatives. Elsewhere,
thinkKIDS, Los Angeles, introduced thinkKIDS protein bars with 7g of
protein, 3g of fiber and 4g of sugar per bar. Officials say the
gluten-free bars contain 45% less sugar than competitive granola bars
and contain no high fructose corn syrup, no additives or preservatives.
Other recent US bakery and cereals applications showcase no- to
low-sugar content among a wider range of benefits. For example, Quest
Nutrition, Los Angeles, continues to expand its bakery offerings—with
protein bars and protein cookies—all with just 1g or less of sugar among
other nutrition claims. Another Los Angeles firm, KNOW Foods, offer
Know Better Cookies (packaged) as well as cupcakes, muffins, buns and
other bakery products—all low in net carbohydrates and keto friendly,
paleo friendly and grain and gluten-free. KNOW Foods is another firm
using allulose, which it touts as a “sugar-free sugar.”
Dairy Delivers
Consumers also have been more carefully scrutinizing sugar content in
the refrigerated dairycase, where conflicting health views have slowed
category growth in recent years. The yogurt sub-category, in particular,
has seen challenges here. Consequently, yogurts have experienced more
sugar reduction activity and related claims. New products strive to
clarify its nutritional benefits and emphasize their place as part of a
healthy, balanced diet.
For the record, sugar reduction claims were used for just under 10% of
overall dairy launches during the 52 weeks to the end of September 2018.
This sugar-related claims figure rises to 16.6% for new spoonable dairy
and non-dairy yogurts introduced during the same time period.
Sugar-related claims were even higher—tracked at more than 30%-plus
during the same period—for new drinking yogurts, fermented beverages and
dairy alternative drinks.
The “zero” calorie, sugar free concept—now so popular in the soft drinks
market—also established a presence in the dairycase. One of the first
yogurt offerings was Dannon Oikos Triple Zero blended Greek yogurts
(Danone North America) which were positioned as containing zero added
sugar, zero artificial sweeteners, and zero fat, as well as 15g of
protein. First launched in 2015, Oikos Triple Zero now spans more than a
dozen flavors, with on-trend options such as Salted Caramel, Coffee,
Orange Creme, Coconut Crème; as well as more traditional favorites such
as Vanilla, Strawberry, Peach and Cherry.
Last year saw Dannon’s arch rival, Yoplait (from General Mills) add another category wrinkle.
Its new YQ by Yoplait is a premium-style yogurt made with ultra-filtered
milk. The YQ Plain variety delivers just 1g of sugar but 17g of protein
per 5.3oz single serving. YQ’s flavored versions have 9g of sugar and
claim to have 40% less sugar than the leading Greek low-fat yogurt in a
similar 5.3oz serving size. Yoplait YQ is lightly sweetened with cane
sugar, real fruit, and natural flavors with 15g of protein. All YQ items
also are 99% lactose-free with no artificial flavors or colors.
The launch is the next stage of Yoplait’s initiative to develop a new
“simply better” segment within the US yogurt category. This started with
General Mills’ Oui by Yoplait product, a French-style yogurt made with
simple ingredients and launched successfully in 2017. YQ is the latest
addition using this concept.
Other launches targeting simplicity also focus on additional benefits including reduced sugar content.
The Icelandic Milk and Skyr Corporation, better known by its siggi’s
brand name, also was active in in 2018 with its siggi’s Simple Sides.
The company (acquired by Lactalis) says these Simple Sides combine whole
milk yogurt and simple, no added sugar add-ins for a wholesome,
high-protein snack “with more protein than sugar in every cup.”
On average, siggis Simple Sides contain 15g of protein and 11g of sugar
per 5.3oz serving. This is a more positive nutritional profile within a
yogurt and mix-ins segment where other offerings average 18g of sugar
per similar 5.3oz serving. New siggis Simple Sides flavors include
Vanilla yogurt with Dried Coconut & Cacao Nibs; Honey yogurt with
Dried Figs & Walnuts; Vanilla yogurt with Almonds & Dried
Cherries; and a Plain yogurt with Muesli and Currants.
In summary, it’s clear that sugar reduction has become a key concern
among consumers—particularly those in North America and Europe. These
shoppers are searching for food and drink options that provide authentic
sweetness and maintain a good taste profile. In addition to product
reformulation and new product development, food and beverage scientists
and marketers also considering related issues of portion sizing and/or
portion control.
Interestingly, the entire topic of sugar reduction comes at a time when
consumers want more “clean label” ingredient solutions. As a result,
naturalness and clean-labeling have been a strong influence, with
natural sweeteners—such as stevia and fructose—now preferred to
artificial options. In fact, some consumers now are actively avoiding
aspartame.
It can be seen that there has been an ongoing focus on sugar content
across much of the food and beverage category in recent years,
particularly in the developed markets. However, it has tended to have a
greater impact in products that are perceived to have “hidden” sugar,
either because it appeared to be a healthy option, such as fruit juices
and yogurts; or because consumers were making healthier choices, such as
low-fat alternatives.
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