“No longer sweet young things”: Boomers drive demand for sugar replacement, says Innova Market Insights

23 May 2019 --- As sugar becomes more central to the obesity debate, its reduction is becoming a major dietary target for many consumers. This is manifesting itself most clearly in the Baby Boomer demographic (born 1946-1964). Innova Market Insights research shows that one in two US Boomers have been reducing their sugar intake or buying more reduced sugar products, while two in five are cutting back on their consumption of sweet snacks.

This trend is supported by research into the typical shopping basket. “Boomers are below-average purchasers of certain sweet products such as chocolate, desserts & ice cream and snack bars,” says Lu Ann Williams, Director of Innovation at Innova Market Insights. 

“In contrast, they are markedly more important in the yogurt, sweet baked goods and breakfast cereals categories, so these could offer opportunities for sugar reduction,” she adds.

The US yogurt category is already seeing high levels of low/no sugar development, with 20 percent of all launches in 2018 carrying such claims, up from just four percent in 2013. Breakfast cereals and sweet baked goods have not followed suit, however, with just two percent penetration for reduced sugar products in 2018.

Some of the most innovative companies presenting at IFT are featured in FoodIngredientsFirst's show preview. Food ingredients on display at this year's event will include sucralose, stevia, nitamycin, organic blue agave amber nectar, ultragrain pasta, pectin, isolated soy protein and green mandarin essential oil. 

At the IFT Food Expo 2019 in New Orleans (3-5 June), Innova Market Insights will outline several platforms related to sugar reduction:

• Sugar Substitution: Two in five US consumers use sweeteners “because they like sweet things but want to reduce the calories.”

• Sugar Reduction: Three in five US consumers would “rather cut back on sugar than consume alternative sweeteners.”

• Beyond Sweetness: One in two US consumers prefer savory to sweet taste in an afternoon snack.

• Sweet Science: Patent activity is thriving in natural sweeteners.

Moreover, Innova Market Insights will also be highlighting the latest flavor trends at Booth #5051. Consumers are moving out of their comfort zones to explore bolder flavors and multisensory food experiences. In fact, 64 percent of US consumers state that they “love to discover flavors from other cultures,” according to a 2018 Innova Market Insights consumer survey. 

The dynamic has led to several flavor trends, with 15 percent average annual growth in food & beverage launches with a flavor from East Asia (Global, 2014-2018), for example. Fresh and zesty citrus flavors are on the rise, with 26 percent growth reported in food & beverage launches with yuzu flavor (global, 2018 vs. 2017). The market researcher will also note how opportunities for reduced sugar intake are being exploited on four different platforms, as manufacturers address evolving consumer demands. Innova Market Insights' Taste the Trend Pavilion will feature a series of essential presentations on consumer trends, taking the development forward, with insights on targeting all generations. The display will feature in-depth analysis on issues driving the food and beverage landscape, including innovative packaging ideas and plant-based trends, to name a few.