As consumer awareness of health and nutrition grows, the demand for natural sugar substitutes is rapidly increasing. At Nutritelligence, we explore this dynamic market shift and highlight how consumer preferences are moving towards healthier replacements.
We analyse current trends and consumer behaviours to provide insights into the future of natural sugar alternatives. Our industry know-how is vital for businesses seeking to engage with health-conscious consumers and effectively promote their products.
Evolving Consumer Preferences: A Shift to Healthier Options
Consumers across various socio-economic classes are increasingly adopting a health-conscious outlook. Experts infer that a heightened awareness of health and wellness is influencing purchasing behaviours. For instance, many consumers are willing to spend extra money on healthier food. The majority of studies reviewed prove that consumers are willing to pay between 5.6% and 91.5% more, averaging about 30.7% above regular prices.
With rising diabetes and obesity rates, consumers are moving away from traditional sugars like sucrose and fructose. Consumers now seek functional foods – meaning products that contain immune-boosting ingredients.
However, confectionery consumption shows no signs of decline, as consumers continue to value sugary products for their mood-enhancing effects. This exposes the conflict between health-consciousness and the propensity to indulge. Hence, consumers are increasingly turning to ‘functional confectionery’ to satisfy cravings without compromising their health.
Current Market Trends
The promotion of healthier diets, and the rise of sugar alternatives are applying pressure on the traditional sugar industry. The food and confectionery industries need to adapt to the shift towards healthier indulgence among consumers. To achieve this, innovative products must be developed to meet nutritional standards while remaining enjoyable to consume.
This trend incentivises retailers to create multifunctional foods and beverages that cater to both health and indulgence, addressing the market’s dual demands for pleasure and wellness.
Businesses seeking to introduce healthier food alternatives should target consumers willing to pay more for healthier options. Reports indicate that older adults (60+), women, obese individuals, and those focused on healthy living are more willing to pay a premium price for healthier foods. People increasingly believe that “you get what you pay for” when it comes to health and wellness.
There is a clear and growing demand for sugar alternatives, particularly among demographics like diabetics and health-conscious consumers, driving the increased use of sugar substitutes.
Companies mistakenly alter their ingredient lists to replace sugar with artificial sweeteners, such as aspartame, in an attempt to make products healthier. However, growing evidence indicates that artificial substitutes may have negative health effects. Knowing this, it begs the question: What is a solution to the problems linked to classic sugar and artificial sweeteners? The answer can be found in Intelligent Sugar’s natural alternatives.
Embracing the Future of Natural Sugar Alternatives
The rise in food processing and demand for low-sugar products has fuelled the popularity of natural alternatives like galactose. Dr Johannes Coy, founder of Intelligent Sugar GmbH, recognised the potential of natural sugars as healthier alternatives to sugar and artificial sweeteners. Galactose is one of Dr Coy’s natural sugar alternatives, along with tagatose, isomaltulose, trehalose, and ribose. Dr Coy’s sugar mixtures combine these sugars to stabilise blood glucose and insulin levels, making them suitable for various aspects of a healthier lifestyle without sacrificing sweetness.
At Nutritelligence, we help food companies focus on the balance between health and taste achieved with Dr Coy’s revolutionary natural sugar mixtures. Partnering with us allows brands to leverage our scientific expertise in product development. Together, we can offer multifunctional products that appeal to today’s health-conscious consumers, ensuring your brand stays relevant and competitive in an ever-changing market.
Contact us for more information.
Resources
https://www.sciencedirect.com/science/article/abs/pii/S0924224422000498
https://onlinelibrary.wiley.com/doi/full/10.1111/obr.13525
https://link.springer.com/chapter/10.1007/978-981-15-6663-9_4
https://www.sciencedirect.com/science/article/abs/pii/S2452263517300022
