EU sugar-reduction drive gaining traction amid reformulation investments

30 Jun 2022 --- The European soft drinks sector has delivered a 17.7% reduction in average added sugars in the last seven years based on the bolstered health and nutrition commitments set out by the Union of European Soft Drinks Associations (UNESDA). About 3.6% of that figure was achieved in only two years as the sector strives to reduce these sugars by another 10% by 2025.

“This will represent an overall reduction of 33% in average added sugars over the past two decades,” Nicholas Hodac, director general, UNESDA, tells FoodIngredientsFirst. 

“As we progress with our sugar reduction efforts, it is important to ensure that our consumers keep a tasteful experience. Reducing the average added sugars in our soft drinks is always a gradual process. Consumers need to follow us and accept the new portfolio of reformulated beverages and new products with no and low-calorie products.”

The sugar reduction gains have been realized using low-calorie sweeteners, which have been evaluated as safe by the European Food Safety Authority and authorized by the European Commission.

“They are key ingredients to reduce the sugar intake from our drinks while allowing consumers to enjoy the same level of sweetness,” says Hodac.

Going sweet on reduction commitmentsRoughly a 26% sugar reduction has been achieved in the last 22 years. 
Europe’s soft drinks sector has achieved an average market share of over 29% of no-and-low calorie products in Europe, with some markets as high as 40 to 50%.

“Our commitment applies to all soft drinks categories under UNESDA’s remit, including still drinks, fruit drinks, carbonates, energy drinks, sports drinks, dilutables, iced teas and coffees, and flavored waters. It excludes bottled waters, 100% juices, milk-based and hot beverages,” Hodac continues.

According to Innova Market Insights, concern over sugar intake and interest in sugar reduction drive a sophisticated approach to sweetening foods and beverages. The market researcher says there is a clear focus on three parallel areas: natural sweeteners, less sweetening and no sweetness. 

UNESDA corporate members have made significant investments in reformulation and new product development to reduce average added sugars in their drinks to provide consumers with healthier drink choices. The value of the investments has not been disclosed.

The sector has achieved a 26% reduction in average added sugars since 2000.

“This shows that over the past two decades, we have committed to helping consumers manage their intake of added sugars from soft drinks and enable moderate consumption patterns through smaller pack sizes,” explains Hodac.

Conduct that leaves a sweet aftertasteLow-calorie sweeteners have been used to achieve sugar reductions. 
While the European soft drink sector is not the largest contributor to the total added sugars intake of Europeans, it will continue to promote healthier dietary habits, UNESDA reports. The industry has made a recent sugar reduction commitment under the EU Code of Conduct on Responsible Food Business and Marketing Practices under the EU Farm to Fork Strategy umbrella.

The code of conduct is one of the first deliverables of the EU Farm to Fork Strategy to encourage sustainable practices across the food supply chain and UNESDA is among its first signatories.

Hodac continues: “Encouraging consumers toward healthier dietary habits is also a core part of our contribution to the European Commission’s objective of achieving a healthier and more sustainable food system.”

“It also demonstrates our ongoing commitment to encourage consumers toward healthier drink options by offering them more no- and low-calorie products,’’ adds Ian Ellington, president of UNESDA Soft Drinks Europe and senior VP for PepsiCo in Europe.

Nutrition and circularity goals
UNESDA’s health and nutrition commitments include responsible advertising and marketing practices to children under 13 across all media, intensified actions to act responsibly in EU primary and secondary schools to achieve full compliance and easy-to-understand front-of-pack nutrition labeling to help consumers make informed dietary choices.

On the sustainability side, UNESDA has pledged to achieve full circularity for beverage packaging by 2030. UNESDA’s Circular Packaging Vision 2030 states that beverage packaging will be recyclable by 2025 and PET bottles will contain 50% recycled content.

By Inga de Jong