In 2021, the global reduced-sugar food and beverage market was estimated to be between USD 46.18 billion and USD 58.63 billion, and is expected to reach approximately USD 99.79 billion by 2030 or USD 124.61 billion by 2032, respectively.
With an increased emphasis on improved health and nutrition over the past half-decade or so, this isn’t surprising.
In addition to weight management, consumers looking to reduce or cut out sugar cite several personal health goals, including improved sleep, sharper thinking, and overall healthier ageing.
Yet, despite this immense growth potential and undeniable demand, a simple five-minute scroll through social media might give you a vastly different impression of what people are looking for.
While there is no shortage of recipes for “healthy” sweet treats, for every video showcasing the latest cottage cheese creation, there are just as many, if not more, unbelievably decadent mukbangs, sugar-laden secret menu items that make holiday party spreads seem like health and wellness retreats in comparison.
Still, this shouldn’t really come as a surprise.
According to Innova Market Insights, consumers undoubtedly want healthier choices, but (and this is a big but) that doesn’t mean they will compromise on taste and flavor.
Moreover, sugar-reduced indulgences must feel and taste indulgent.
Here lies the problem for many of these products: what they achieve in reducing or not adding sugar, they lose in enjoyment.
Fortunately, this is where flavor and sweetness enhancement techniques and technologies can help developers improve taste, increase enjoyment, and reduce sugar at the same time.
Strategies & Techniques for Reducing Sugar
In Innova’s analysis of the sugar reduction trend, they point out a very interesting reality.
Although sugar is identified as the number one “non-healthy” ingredient that people would want removed from indulgent foods, and that natural sweetener are their preferred method for sweetening products, a solid majority of consumers would rather “cut back” on sugar than use alternatives.
One reason for this may be that, beyond sweetness, it can alter the experience of a product, such as texture and baking, or viscosity and mouthfeel in beverages.
Another factor may be whether it is the intense, lingering sweetness and metallic off-notes of non-nutritive natural sweeteners like stevia and monkfruit, or the inherent taste qualities of natural substitutes like maple, coconut, and date sugar, or honey; it just isn’t the same.
Fortunately, there is something that can be done about this.
“When approaching projects needing to reduce sugar, we have a number of extremely effective tools that we use that are helpful in getting these formulations to where they want and need to be,” says Angie Lantman, Applications Manager North America at Edlong.
She explains, “Our incredible masking technologies and flavors with masking capabilities are great at reducing the metallic note or other off notes that occur when using high intensity sweeteners. In this way we’re able to help these alternative sweeteners work better and improve the overall taste experience.”
As previously mentioned, sugar levels can significantly impact the texture and mouthfeel of a product, substantially affecting one’s overall enjoyment, or lack thereof.
“There are some applications, especially in baking, where sugar impacts the overall functionality of a product, and after a certain point you need to start adding additional ingredients to counteract that,” states Lantman.
She continues, “However, for many beverages and desserts what you end up losing the most is that rich, indulgent, mouthfeel. And that is something we are well equipped to help build back.”
From dedicated tools to help improve mouthfeel to flavors that carry an inherent creamy and rich perception of indulgence, recreating a decadent full-sugar taste experience is a piece of reduced sugar cake.
However, according to Lantman, what really sets Edlong’s approach apart for developers is our sweetness enhancement capabilities.
“Whether you’re opting for a ‘no sugar added’ approach or actively working to reduce the overall amount of sugar in your formulation, our sweetness enhancement technologies combined with our authentic flavor profiles really are a game changer.”
A Flavor First Approach for Reducing Sugar & Sweetness Enhancement
Sometimes, reducing and removing sugar leaves you with no choice but to replace it with something else; yet, that doesn’t always have to be the case.
“For some products you can easily take out five to ten percent, or even more of the sugar without it making a meaningful difference in the performance of the food or beverage,” says Lantman.
This is where a flavor-first approach focused on sweetness enhancement comes in.
“Often times we can increase perceived sweetness and indulgence without added sweeteners, simply by incorporating one of our many sweet brown or dairy flavors. Everything from vanillas and caramels to milks, creams, and even butter can help build that perception of sweetness without actually adding any sugar or sweetener,” describes Lantman.
In other words, sweetness enhancement is about optimising the perception of the sugar and sweet notes already existing in a given product, without adding any sugar or alternative sweeteners.
Many of the sweet profiled flavors we use to accomplish this include Edlong’s proprietary Sweet Spot™ technology,
For a deeper look at how this works, check out this fantastic article by Eric Diaz, Certified Flavorist at Edlong.
Capitalizing on Comfort and Familiarity
An excellent way for developers to provide delicious, decadent, and indulgent products with less sugar is to lean into the familiar, cozy, and comforting flavors of fall and the upcoming holiday season.
Sweet caramels, spiced ciders, vanilla custards, and the now notorious pumpkin spice are the sweet brown flavors that get us through the shorter, colder days, but for many of us, fuel the renewal of our January gym membership.
Offering an alternative that provides all the taste, indulgence, and comfort with less sugar could present a major opportunity for companies venturing into this space.
The key to success with these reduced-sugar LTOs is no different from any of the other options previously discussed. It’s about recreating and providing an authentic experience that meets their expectations.
This should make these autumnal and winter flavors an extremely exciting option for developers looking for their next reduced sugar formulation.
Why?
Since many of these profiles are built around rich and indulgent sweet, brown, and dairy profiles, they are perfect candidates for a flavor-first sweetness enhancement strategy.
Whether it’s low, no, or simply less sugar, Edlong’s dedicated team of experts can help you reduce sugar without asking your consumers to reduce their expectations.
Topics: Better For YouDairy flavorsHealthy ReductionSweet dairy flavorsSweet Spot
Resource Type: Article