Magazine: Sweet(ener) life

In the last few years sugar retail sales stagnated, but sales of alternative sweeteners (sugar substitutes) were able to grow considerably. Ákos Fodor, marketing manager of Magyar Cukor Manufaktúra Kft. told our magazine that this process had started years earlier. However, alternative sweetener sales still only represent a small portion of sugar sales in terms of volume.

Márton Csere, marketing manager of Nyírfacukor Kft. reckons that in the sugar substitute category the same seasonality can be observed as in the sugar category. According to Viktória Kürti, brand manager of DunaPro, some consumers choose alternative sweeteners due to health reasons, while others switch to sugar substitutes because of wellness considerations. Gábor Nagy, sales manager of Politur Szövetkezet opines that sales of traditional sweeteners dropped a little, because consumer demand has shifted in the direction of sweeteners of natural origin.

DunaPro’s experience is that those who start using sugar substitutes due to health reasons are more sensitive to product prices. Those who start using them because of wellness reasons aren’t price-sensitive. Magyar Cukor Manufaktúra Kft.’s observation is that the importance of discount stores is growing in this segment. Consumers are looking for small-size products more often.

Politur Szövetkezet’s natural-origin sweeteners are available in various sizes and formats (powder, tablet, liquid). Nyírfacukor Kft.’s experts think that shoppers like the products they are used to, and it is important for them to get them in a packaging that reflects their natural source. They also like it if these products are comfortable and easy to use.

DunaPro is the distributor of two alternative sweetener brands, more traditional Pötyi and novelty brand Canderel. In addition to being made from aspartame and stevia, sucralose-based products are now also available in shops. Sucralose is the only sugar-based but calorie-free sweetener. Its taste is similar to sugar’s and it is characterised by great stability. The product can be found on store shelves in tablet and powder formats. Politur Szövetkezet manufactures different mixes of thaumatin and stevia, together with other types of natural sweeteners.

Magyar Cukor Manufaktúra Kft. puts two new alternative sweetener products on the market this autumn. Sweeteners made from erythritol and coconut nectar products will be launched, joining the well-known xylitol products that the company has been offering so far. Both products offer a superb choice for health-conscious consumers, in part thanks to their lower glycemic index.

In May 2016 Nyírfacukor Kft. was the first in the category to put products in a spout cap doypack packaging on the Hungarian market. This solution makes product use much more practical and has long been demanded by consumers. What is more, the company is also working on new ideas which are likely to prove to be innovative even at world level.