DSM has published the first of a new series of its Global Insights lifting the lid on consumer attitudes to low-sugar and no-sugar foods and drinks. Based on an international survey conducted in the United States, Mexico, Argentina, France and Australia, the findings show that almost two-thirds of consumers are concerned about excess sugar. But the way respondents say they opt to reduce their intake of sweetened products varies dramatically, having far-reaching implications for future product development.
The international survey data underpins that consumers seeking to cut sugar don’t take a one-size-fits-all approach. More than twice as many (41% vs 20%) have opted for a sugar-free carbonated soft drink versus a sugar-free juice. For yogurt, 40% will opt for a low-sugar variety, but just 20% for a completely sugar-free version of the dairy snack.
Health and weight are top of mind for consumers seeking low sugar and no-sugar options but interestingly taste is not. Just 20% of respondents said they preferred the taste of low/no sugar products.
There are strong national differences when it comes to seeking information. Forty-three percent of Mexicans — more than in any other market surveyed — say that they have done research into health issues related to sugar. And in spite of increasing concern about rising childhood obesity rates, only a minority of the low- and no-sugar treats bought by survey participants were destined for children. Buying for youngsters is most likely in Australia (19%) followed by the United States (15%) while this figure is 11% in France.
DSM is working on a fermentative sweetener platform to bring flexible, reliable and sustainable Stevia to the food and beverage industry. Furthermore, the company also has enzyme-based sugar reduction concepts for dairy on offer. With the help of enzymes, more of the sweetness that is naturally present in dairy products can be enhanced, creating a preferred sweet taste with less or no added sugar.
