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NPD in action: Sugar reduction

Apr 2020

Sugar reduction remains high on the agenda for brands and suppliers, with sugar-related claims witnessing an average annual growth of 19 percent in food and beverage products launched globally between 2015 and 2019. Substituting sugar with natural sweetening solutions are on trend – sweeteners like stevia, monk fruit and allulose are increasingly applied within new product formulations.

Doisy and Dam
Silk Almendra
Koelln
The Skinny Food
Ice Crime Vanilla
Smartsweets
Nestle
Bitty Cookieland
Mr Kipling
Heinz

8/10

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Bitty Cookieland Chocolate Vanilla Cookies with Chocolate Topping (Colombia). Vanilla cookies with chocolate topping in a 40 g plastic packet. Gluten-free. No sugar added, sweetened with stevia. Made with rice flour.

With global sustainability and personal health being important drivers of consumer choices, plant-forward innovation is setting the pace for the wider food industry, as identified by Innova Market Insights’ number two of the Top Ten Trends for 2022: “Plant-Based: The Canvas for Innovation”. This is seen in the use of plant-based colorings, with frequently used coloring ingredients being safflower, beetroot and carrot (Global, 2021), and on the rise coloring ingredients such as sweet potato, apple, and charcoal (Global, CAGR 2017-2021).
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“Shared Planet” is the number one trend leading the Innova Market Insights’ Top Ten Trends for 2022. Consumers now rank planetary health as their number one concern, overtaking personal health, which has been the top priority in recent years. There is now a general acceptance that planetary health is a shared responsibility of both the industry and consumers can play their part in shaping a sustainable and prosperous future.
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As 2022 is approaching, Innova Market Insights released its Top Ten Trends for 2022. “Shared Planet” leads the list, focusing on how both the industry and consumers can play their part in shaping a sustainable and prosperous future. Other key trends expected to influence the food and beverage industry in 2022 are “Plant-Based: The Canvas for Innovation”, “Tech to Table”, “Shifting Occasions” and “Voice of the Consumer”.
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Prepared meals continue to grow as the stay-at-home lifestyles prompted by COVID-19 demand for more convenient home cooking. Global launch activity is driven by trends in plant-based, better-for-you, clean label and environmental sustainability of the product and packaging.
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Consumers seek to reduce consumption of certain ingredients that they perceive to have negative effects on their health or the health of the planet. The industry responds by including ‘free from’ claims to tailor food products to these consumer needs. ‘Free from’ products typically include prominent ‘free from’ claims on front of pack.
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Vanilla remains a classic ingredient in the categories confectionery, bakery, and desserts and ice cream. New flavor combinations including vanilla are being explored in other categories, such as Alcoholic Beverages, Baby & Toddlers, Soft Drinks, Spreads, and Snacks. Alcoholic Beverages is the fastest-growing category for vanilla flavor with an average annual growth of +17% (Global, CAGR 2016-2020).
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