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FLAVOUR & TRENDS


Less is more – the perfect balance of taste and


sweetness in beverages While the sugar-reduction trend started a number of years ago, it is still evolving and will, therefore, occupy the world for the next few years. Symrise’s vision is to provide consumers with better, more interesting and fun drinking experiences – minus the guilt or concerns.


onsumers feel an increasing desire for healthier, controlled lifestyles. While they crave beverages with less sweetness and fewer calories, they don’t want to compromise on the taste or experience. ‘Better-for-me’ has become a vital component of healthy drinking. Avoiding all the bad ingredients and getting more of the good ingredients makes for carefree and enjoyable healthy drinking. Healthfulness has invaded all areas of life, and the growing number of health foodies are looking for super-indulgent and worry-free foods and beverages. Leading a healthy lifestyle has become cool and stylish.


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Reasons for guilt-free enjoyment Consumers state many reasons for reducing their sugar or added calorie intake. Health-related concerns, such as obesity, diabetes, tooth decay and calorie or weight reduction, are among the main reasons for the reduction of sugar across all products and countries.


Delivering on this trend, healthier beverage variants are popping up all over the world. A closer look at recent market developments reveals that more than 60 % of product launches across Europe contain no or less sugar.


Symrise sees two reasons for this. On the one hand, consumer needs are changing; on the other hand, various governments including those in the UK, Portugal, and Spain are taking action and encouraging more sugar-reduced products by implementing sugar taxes. Consequently, food and drink manufacturers have started reformulating their products – as they do, they must meet the challenge of maintaining the taste experience that consumers love. At Symrise, it can help to meet these challenges.


12 | Beverage Essentials Handbook


Master the sugar reduction challenge Since sugar reduction impacts the overall taste profile, there are often taste challenges in ‘better-for-you’ products. At the same time, taste continues to drive consumer preferences. Symrise wants to satisfy the health demands of consumers by providing effective taste-balancing solutions. In doing so, it is also supporting the UN’s SDGs (Sustainable Development Goals) of responsible production and consumption, and good health and well-being.


Understand and decode sweetness In an environment of sugar taxes, increasing obesity and consumers looking for more natural sweetening solutions, Symrise is embarking on an ambitious journey to understand and decode sweetness.


Symrise recently conducted a cross-category consumer study to understand the relevance of sugar reduction and the potential of different sweet solutions. Research has shown that consumers actively seek sugar-reduced products and approximately 75 % of consumers can imagine choosing a sugar-reduced variant.


Consumer routes to enjoying sugar-reduced products


At the same time, consumers have different expectations for sugar reduction, which have been translated into three routes.


These three routes represent the minimal means of reducing sugar levels while they simultaneously meet consumers’ needs and wishes: 


Route one: the product tastes as sweet as the version with full-sugar content. Of consumers,


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