Natural, low- or no-calorie sweetener use is increasing among consumers as 28% of adults have consumed foods or beverages sweetened with these in the past year, up from 14% in 2006, according research from Multi-sponsor Surveys, Inc.
Data collected as part of "The 2012 Gallup Study of Sweetener Preferences," a long-term trend study in 2004, found increased interest is primarily driven by increased use of stevia-sweetened products and somewhat by the use of agave. Adults of all ages—Millennials to Matures—are using these new sweeteners, with older adults making the biggest turnaround. Still, use is highest among young adults, age 18 to 34 years, and also peaks among women, upscale adults, dieters and diabetics.
The shift toward natural low-calorie sweeteners also has led to declining use of artificial low-calorie sweeteners. The share of adults reporting past year use of any artificial low- or no-calorie sweeteners declined from 65% in 2006 to 52% in 2012, with older adults, ages 65 years and older, being the slowest to make the shift from artificial to natural.
Data also shows consumers recognize stevia sweeteners as being healthy and good tasting, in addition to natural. This combination of factors may be driving stevia users in particular to report an increase in their total consumption of low- or no-calorie sweeteners. However, 75% of adults still state they don't think any low-calorie sweeteners are completely natural, perhaps explaining the steady spike of raw sugar, in which 25% of adults report regular use.
