The sweetener market is in crisis – natural alternatives are coming to the fore

More and more consumers – especially the younger generation – are looking for short, natural ingredient lists. Scientific findings are also not helpful in judging artificial sweeteners: Australian research has linked regular consumption of diet sodas to a higher risk of type 2 diabetes, while Brazilian studies have linked high consumption of sweeteners to faster cognitive decline.

Manufacturers are responding to this with a dual strategy. On the one hand, through reformulation: artificial sweeteners are increasingly being replaced by more natural alternatives – such as stevia, monk fruit, allulose or tagatose – often in the form of a mixture in order to improve taste and mouthfeel. On the other hand, through diversification: sugary versions have been brought back in several markets so as not to lose distrustful consumers.

The trend clearly shows: the market is in search of balance. Customers are open to innovation, but they expect clear information about the ingredients of products and the results of research. Manufacturers must therefore simultaneously meet health and environmental expectations, while also serving price- and taste-sensitive consumers.