Sugar is top of mind with consumers, they still want to enjoy the foods they crave but with less sugar and without compromising on the taste, texture or quality of the product. According to HealthFocus International research, sugar is the first item consumers look for on a Nutrition Facts label (see “Navigating the World of Sweeteners”). Also, the 2020 IFIC “Food & Health Survey” shows that 74 percent of consumers are trying to limit or avoid sugars.
Snack and bakery companies can employ many different strategies to reduce sugar. “We’ve seen brands introduce smaller-sized, full-sugar portions, including minis, bites, and thins, as a way to reduce sugar and calories on packaging,” says Tim Christensen, senior food technologist, R&D bakery applications, Cargill, Minneapolis. Other companies have embraced reformulations or introduced new products with lower sugar levels. “However, not all sweeteners are equal in the eyes of the consumer,” he says.