Sugars and Sweeteners
compromise!
Suzanne Callander reports on the ongoing consumer demand for reduced-sugar offerings. The dealbreakers for any better-for-you options, however, are taste and indulgence, which remain the main reasons that consumers will purchase confectionery.
T
here can be no denying that the Covid-19 pandemic has made consumers far more conscious about their long-term health and related to this, their eating and drinking habits. Research conducted in 2021 by FMCG Gurus found that 66% of global consumers had become more conscious about their overall health because of the virus, while 76% said that they planned to improve their diets. After eating more fruit, the second most popular strategy that consumers planned to adopt was to reduce their sugar intake. For the confectionery sector this means the need to focus on sugar reduction is growing, especially as many consumers feel they have gained weight over the last couple of years due to increased levels of comfort eating and reduced levels of
18 Kennedy’s Confection April 2022
activity. FMCG Gurus found that 56% of consumers say that their attitude towards sugar has changed over the last two years, with more urgency being placed on reducing intake of the ingredient. However, when reducing their sugar intake, it appears that consumers are not willing to compromise on taste or indulgence, with 51% of consumers admitting that they associate products with reduced sugar content to be less tasty. The challenge for confectioners, therefore, is to find a solution that can help reduce the sugar content of products, but which will not impact negatively on taste. Adding a further element to this challenge, consumers are also keen for their sweeteners to come from natural sources – with 50% of consumers saying they believe natural sweeteners are healthier than sugar.
KennedysConfection.com
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