Consumers cut back on sugar for their long-term health, study shows

Kerry found in its latest consumer research that consumers are cutting back on sugar for their long-term health. Seven in 10 respondents said they are reducing their sugar consumption to live a healthier life, and almost six in 10 want to avoid future medical problems.

The consumer research, which Kerry conducted in late 2022 by surveying more than 12,000 people across 24 countries, provides a roadmap for food manufacturers to follow as they reduce sugar in their products.

Nearly two-thirds of global consumers think sugar is important in food and drink because it tastes good. However, 77% say the kind of sweetener in products is important to them and about 30% of consumers are looking for strictly no-sugar options.

While most people say they want less sugar in their food and drink, they are interested in sweet indulgences. For items that provide more of an emotional indulgence, such as ice cream or a chocolate with a cup of coffee, consumers tend to think less about the amount of sugar in the product.

Kerry’s survey showed consumers worldwide are most interested in natural sweeteners. In the U.S., nearly seven in 10 say natural sweeteners are their preference. And their preferred natural sweetener is honey — with 54% saying it is their sweetener of choice.

Just over half of U.S. consumers said sugar is a preferred sweetener, but others are gaining popularity. Three in 10 said maple syrup is a top sweetener, while a quarter said they are most interested in stevia.

Consumer desire to eat and drink items that promote long-term health will only grow. Kerry found that survey respondents by age group, ranging from Gen Zers to baby boomers, felt the same about health risks of sugar consumption, including diabetes, high blood pressure and increased risk of a heart attack.

Sustainability — from both an environmental and human rights standpoint — is becoming more important to consumers.

Taking into account the above, sugar reduction should also be considered for “the message you’re sending out, because you can link sustainability and sourcing of it as well” – Soumya Nair, global director of research and insights at Kerry said.

Food Dive