Sugar reduction in confectionery: “Friendly-labeling is more than a trend,” says Roquette exec

29 Apr 2019 --- Many consumers today are aware of the need to reduce their consumption of sugar, but the levels of implementation vary from one country to the next. Increased global attention on sugar reduction has resulted in many multinationals expanding their portfolio of sugar-reduced or sugar-free options for those health-conscious consumers. Today, sugar reduction initiatives are typically based on voluntary programs, with only the beverage segment standing out with fines for non-compliance on sugar content on sugar-sweetened beverages. The food industry is at the first stages in terms of the path of nutritional profile improvement and, according to Sébastien Adelis, Global Market Manager for Confectionery at Roquette, soluble fibers could hold potential amid this drive.

Sugar remains top-of-mind in terms of health for consumers. In a 2018 Innova Market Insights Consumer Lifestyle and Attitudes Survey 2018, nearly 7 out of 10 consumers across the countries surveyed (US, UK, France, Germany, China and Brazil) had reduced their sugar intake.

“Sugar reduction is an urgent objective for many food manufacturers,” Adelis notes, highlighting that there are three main drivers of this trend; public health factors, regulatory pressure and consumer perceptions & expectations.

In its 2015 Guideline Report on Sugars intake for adults and children, the World Health Organization (WHO) identified an excessive added or free sugars intake in the daily diet as a risk factor for some Non-Communicable Diseases (NCDs). “WHO also points to excessive sugar consumption as a risk factor for obesity, diabetes and cardiovascular diseases (CVDs),” Adelis comments. The number one NCD is diabetes which has increased dramatically over recent years: the number of cases has risen from 108 million in 1980 to 422 million in 2014.

In light of these gloomy statistics about the negative impact of too much sugar, the WHO decreased its recommendation for the consumption of added sugars from 10 to 5 percent of the energy component in the daily diet. It called on public authorities to adopt policies to reduce added sugars in everyday foods.

“Since then the authorities have used three ways of tackling the problem,” Adelis explains. 

These are: 

• Better or clearer information about the nutritional value of the food either through traffic light labeling or more transparent nutritional panels; 
• Taxes on foods and/or beverages with excessive sugar content; 
• Advertising bans on sugary foods, especially when children are the sales target.

The food applications that have tended to see the highest levels of progress in the sugar reduction space are the ones with higher sugar content levels, including beverages, bakery and confectionery applications. “Baked goods and confectionery are impacted equally. The food matrices affected especially are chocolate, jellies, cereal and cereal bars. The first brands to move to sugar-reduced options will be the mass-market ones,” he comments. 

The food industry will likely come under increasing pressure through both penalties from public authorities and changing consumer demands, stresses Adelis. “Today, the initiatives for reducing sugars are voluntary programs, with each country applying their own rules. We must expect a future fragmentation of penalty levels,” he continues. 

“With consumers being increasingly aware of the impact of foods on their health, more are looking for ways to maintain a healthy lifestyle, and sugar remains top-of-mind in terms of health for consumers. Food manufacturers need to address this growing demand for healthier food options.”

But there is also a clean label dynamic at work that presents its own formulation challenges. “Friendly-labeling is more than a trend,” says Adelis. “Consumers are calling for simple and staple ingredients. The food industry challenge is to meet this demand.”

Moreover, taste remains the most critical factor for consumers when purchasing food, he stresses. The challenge, therefore, is to lower the sugar content levels while maintaining the organoleptic properties of the end product. 

“We do not expect this trend to change,” notes Adelis. “Consumers have concerns over quality and safety. Naturality has become a megatrend and sugar corresponds to that trend, but simultaneously, doesn't answer the demand for health and wellness needs.”

“On the one hand, the natural trend is to consume less simple sugars and fewer calories. On the other, sugar is considered a natural ingredient. Nevertheless, sugar will remain the ‘bad guy.’ Many food manufacturers have taken the view that this less sweet taste should last for a long time. It will require consumer education and less sugar will likely become the new standard,” he muses. 

One of the strategies to offer a natural solution that can aid in sugar reduction is the adoption of soluble fibers in new product formulations. Roquette is undergoing significant development within this space.

“The roads for innovation are numerous and we can offer a wide range of solutions to meet the challenges in this space, including economy, labeling and sensory. One of the best solutions for partial sugar substitution are soluble fibers,” he claims.  

“We are investigating ways to develop the market demands for healthier and more natural-based ingredients for sugar reduction, but I do foresee that fiber could be the biggest contender for replacing sugar,” Adelis notes. “This ingredient stands out as the best affordable compromise to replacing sugar.”

Fiber can also act as a bulking agent with a neutral taste. According to Adelis, “the use of fibers will drive the consumer to a gradual reduction of sweetness,” he mentions.

With its range of Nutriose soluble fibers, Roquette seeks to offer a reliable and clean-label solution for sugar reduction projects, says Adelis. To food manufacturers willing to achieve partial sugars substitution, Roquette also offers a solution from plant origin with a neutral taste, which preserves the original flavor of the products, and whose digestive tolerance is clinically proven; the soluble fiber Nutriose.

This soluble fiber meets consumer demand for more naturalness since it can be labeled as “dietary fiber” or “soluble dietary fiber.”

In addition to its digestive tolerance), Nutriose soluble fiber has a low glycaemic and insulinemic index that helps maintain metabolism and intestinal health. “Nutriose soluble fiber contains half as many calories (2kcal/g) as sugar and does not add taste. Adding it to your diet does not change the sweet taste of sugar, but will reduce the intake,” explains Adelis.

Finally, within the space of nutritional improvement, proteins also have a pivotal role to play. “More and more food manufacturers see an opportunity to improve the nutritional profile of their products while increasing the protein content and claiming it on the packaging,” Adelis concludes. 

By Elizabeth Green