Today’s consumer has a love/hate relationship with sugar. On the one hand, human beings crave sweetness - and the demand for sugary foods and beverages that scratch that itch is not going anywhere. On the other hand, consumers have a growing awareness of the impact excessive added sugar can have on health. 

According to the International Food Information Council’s “2024 Food and Health Survey”, the share of US consumers trying to limit their sugar consumption increased from 61% to 66%.1 How can the industry satisfy consumer taste buds while addressing the need for reduced sugar in processed foods? Reducing sugar content while maintaining flavour and functionality continues to be a central challenge in food and beverage reformulation.