Low-and-No-Sugar-Beverages webinar, ‘Sugar reduction is still overwhelmingly important to American consumers’

Low-and-No-Sugar-Beverages webinar, ‘Sugar reduction is still overwhelmingly important to American consumers’

August 4, 2022 Off By administrator

“Sugar reduction is still overwhelmingly important to American consumers as a top healthy priority.

“61% of US respondents in our Global Health and Nutrition survey earlier this year reported actively avoiding sugar from their food and beverages. The figure is slightly higher among older respondent and among female respondents vs. males, but this is a priority that cuts across US demographics,”​ said Telford in FoodNavigator-USA’s Low-and-No-Sugar Beverages: From Soda 2.0 to Flavored Waters online event​​ held last week. 

Despite the importance of sugar reduction from a public health perspective, consumers are now motivated by a number of other factors to reduce their sugar consumption, Telford pointed out.

“Over the last four years that we’ve been running this ​[Global Health and Nutrition] survey, weight loss or weight management has actually declined slightly as a reason consumers give us to avoid sugar even as their intent to avoid sugar has remained consistently high over that time frame,”​ said Telford, noting that consumers are citing other reasons for avoiding or reducing sugar such as recommendations from friends and family and social media becoming important motivators and digestive health concerns.

‘We don’t see as many diet brands’

The industry has also responded to this shift in consumer motivations, noted Telford.

“We don’t see as many diet brands, that’s not central to the message of zero sugar products anymore. And US palates seem to be changing over this time frame as well. This probably reflects attitudes not just to sugar as an ingredient, but maybe to attitudes overall and how much sweetness we need to see in our food,”​ he said. 

Image credit: source