Keeping up with the latest advances in sweeteners is important for staying relevant in the nutraceutical space. Research continues to indicate that taste is a top purchase driver alongside other product attributes.
“Consumers’ first priority is typically the health benefits or nutrients being provided in the product,” said Amber McKinzie, marketing manager for sugar reduction at Cargill. “Historically, sugar content was a secondary concern, but that is changing. Today, label considerations play a bigger role in purchase decisions, and as a result, we’re fielding more requests for reduced and no-sugar-added formulations. It’s not enough, however, for brands to roll out low- and no-added-sugar products. Consumers are also avoiding artificial sweeteners, and have high demands for taste and texture.”
Non-sugar sweeteners have been under increased scrutiny from global regulators and other organizations, which have questioned whether they should be so abundant in the diet.
The World Health Organization (WHO), for instance, issued a recommendation in 2023 not to use non-sugar sweeteners for weight control. Recent observational studies have also reported links between heavy sweetener use and potential cardiovascular issues.
The International Agency on Research For Cancer issued a report in 2023 that concluded aspartame is “possibly carcinogenic,” based on limited evidence from animal studies.
In response, the International Food Information Council (IFIC) sought to determine how much U.S. consumers’ opinions on sweeteners have shifted.
The organization found that 33% of Americans reported changing their low- and no-calorie sweetener (LNCS) consumption from 2023 to 2024. While 10% said they increased LNCS consumption and 6% reported starting to consume LNCS, 11% said they decreased LNCS intake, and 6% said they stopped consumption. Thirty-four percent of respondents made no changes to their consumption, and 30% reported not consuming any LNCS at all in the 12 months prior to taking the survey.
Those who reduced or stopped LNCS cited dietary shifts (36%), and concerns over safety (31%), while those who increased or began using LNCS were motivated by weight management goals (29%) or heard that they were safe to consume (21%).
While Americans are looking for guidance to make informed choices, guidance updates from global agencies “had little, if any, net effect on American low- and no-calorie sweetener consumption habits,” said Kris Sollid, RD, senior director of research and consumer insights at IFIC.
Americans formed their opinions on LNCS safety mostly by doing their own research (42%), while 31% talked to health professionals. While perceptions of the safety of certain LNCS can be low, 56% of participants agreed they can benefit some people’s health, with 25% strongly agreeing, IFIC noted.
Consumers are starting to phase out sweeteners that seem more synthetic, like aspartame, sucralose, and even sugar alcohols, with a preference for items they recognize like monk fruit, stevia, and caloric sweeteners.
Among IFIC survey participants, honey led in approval rating, (7.3 out of 10), followed by brown sugar (6.6). Among LNCS, stevia ranked highest with a 4.8 rating, followed by monk fruit (4.3).
Awareness of allulose, a trace sugar with no glycemic impact, remains low, with just 13% of Americans indicating they’ve heard of it. Commercialized and deemed Generally Recognized As Safe (GRAS) in 2015, allulose has a glycemic index of zero and may even suppress glucose response. Several major functional food and beverage brands, including Chobani, Huel, Liquid IV, and more, have bought into this fermentation-derived sweetener.
“Overall, we continue to see the trend of Americans preferring to consume food and beverages with caloric sweeteners more than those with low- and no-calorie sweeteners, sugar alcohols, or allulose,” said Sollid.
Cargill’s proprietary research has shown that shoppers rank promises of “no artificial sweeteners” among the most influential to purchase decisions, “though claims around sugar content, including ‘no added sugar,’ ‘reduced sugar,’ and ‘sugar-free’ also carry weight with large numbers of shoppers,” said McKinzie. “These concerns around sugar and artificial sweeteners make stevia a clear winner in formulations, something that’s evident in product sales. In the supplements space, products made with nutritive sweeteners showed modest growth. In contrast, products made with non-artificial sweeteners like stevia grew significantly. Over the last year, sales of supplements made with stevia were up 37.1% and those containing erythritol were up 22.2%,” she said, citing Nielsen IQ data.
“There’s a broad consumer shift away from artificial sweeteners like aspartame and sucralose, which are increasingly viewed as unnatural and potentially harmful due to concerns about microbiome disruption, neurotoxin formation, or instability under heat,” concurred Thom King, chief innovations officer at Icon Foods.
While stevia tends to offer greater functionality than monk fruit, it’s viewed as less natural than the latter, largely due to earlier versions of stevia sweeteners that left certain off-notes, King said. “While consumer perception leans toward monk fruit, it’s not without its own flavor challenges, such as melon rind or dark caramel off-notes. However, innovations in bio-converted monk fruit, such as 99% pure mogroside V, which is expected by Q4 of this year, are addressing these issues.”
While “closer-to-nature” sweeteners are valued across the board, “sweetener considerations change depending on the product category, with 57% of consumers in North America more likely to scrutinize beverage product labels for the type of sweetening ingredient over other product categories,” said Sarah Diedrich, senior marketing director for global sweetening and texturizing solutions at ADM, citing the company’s proprietary consumer research.
“In North America, 69% of consumers state sweetening ingredients are most important when selecting new carbonated soft drinks, 66% for energy drinks, and 63% for sports drinks,” she continued. “Reviewing the sweetening ingredients of health-forward options like a new nutrition or protein bar are also important for 65% of consumers.” While consumers may be more forgiving for other categories like sweet snacks and frozen treats, they still remain selective, and clean labels are a baseline expectation, she added.
Like many other global manufacturing segments, supply chain issues are anticipated for sweeteners, King noted, and doubly so for the many sweeteners that are surging in popularity.
“Tariffs, particularly those related to imports from China, continue to impact price stability, creating challenges for ingredient sourcing,” he said. “For example, monk fruit, which is seeing growing demand due to its recent approval in the E.U. for monk fruit juice and concoctions, could experience upward pricing pressure as supply struggles to keep pace with global demand. Shifts in the market for erythritol may impact formulations and costs. Staying ahead of these dynamics and partnering with a reliable supplier will be critical for maintaining consistency and profitability.”
The rise of GLP-1 receptor agonist medications has thrust the importance of blood sugar management into the public’s consciousness. It’s also created booming demand for a variety of low- to no-calorie sweetening solutions.
“Weight management transcends mere calorie reduction,” said Kyle Krause, regional product manager for functional fibers and carbohydrates at Beneo. “Consumers are increasingly adopting a holistic approach, emphasizing balanced nutrition that supports overall well-being including mood management, blood sugar management, fiber and protein content, and gut health. Increased knowledge about blood sugar management can be assumed … The idea of ‘good versus bad carbs’ is also growing in consumers’ concerns.”
An ADM survey of 1,500 U.S. adults taking anti-obesity medications found that 57% of respondents now pay more attention to a product’s added sugar content, Diedrich said. Meanwhile, a projected 57% of the general U.S. adult population is taking specific action to reduce blood sugar, with 70% of those respondents indicating they’re incorporating low-sugar options into their diets, per ADM’s findings.
King noted a rise in extremely nutrient-dense functional foods that are relatively light in order to address nausea associated with GLP-1 agonist medications. “There’s a noticeable resurgence in keto-friendly products, as ‘keto’ signals low or no sugar to consumers,” he said. “Eliminating processed sugars is becoming a priority, as more consumers recognize the link between elevated blood sugar and long-term health issues, including neurodegenerative diseases, which some doctors have coined ‘Type 3 diabetes.’ Looking ahead, 2025 is going to be the ‘year of the CGM (continuous glucose monitor),’ as prices drop and people become more curious about how to track and manage their blood sugar in real time.”
“Companies like Nestlé, ConAgra’s Healthy Choice, and Smoothie King are taking the lead by incorporating front-of-package callouts such as ‘GLP-1 friendly’ and ‘blood sugar friendly,’” said Kash Rocheleau, CEO of Icon Foods. “These callouts not only resonate with GLP-1 users, but also health-conscious consumers. It also positions a company as proactive in addressing emerging health trends, and demonstrates leadership in a space where consumer demand for low- or no-sugar, nutrient-dense products continues to grow. Clear messaging is likely to become a competitive differentiator for brands.”
Such nutrient-dense meals and meal replacements can be challenging to work with, said Bret Barhoover, marketing director for specialized nutrition at Cargill. “For processors, the key is limiting added calories from sugar while still delivering an enjoyable eating and drinking experience. Consumers may be drawn to protein-fortified foods and beverages, but at high levels, protein can bring bitterness, astringency, and other sensory challenges. Product developers need sweetener systems that can handle those complexities.”
“Where the powerlifter may prioritize performance over sensory considerations, mainstream consumers are less forgiving,” said Smaro Kokkinidou, principal food scientist at Cargill. “While they may prefer the added impact associated with functional ingredients, if the finished product doesn’t taste good, they won’t purchase it again.”
With consumer-grade continuous glucose monitoring devices now available to the public, there will be a more widespread understanding about respective blood glucose impacts across different caloric sweetener types, noted Tim Gallagher, head of category development for nutrition and confection at Tate & Lyle. “A little-known fact is that fructose has a low impact on blood glucose, so it can be a good option to consider in addition to high-intensity sweeteners and allulose for products that have low-glycemic consumers in mind.”
Many intense sweeteners and bulk sugar replacers on the market today can still come with off-tastes, a lack of building properties, or poor technical performance in certain food, beverage, or supplement formats, noted Krause. High-performing ingredients that pair well with other natural or artificial sweeteners can make or break new products.
The sugar content of gummy supplements has been one of the biggest points of contention for the format. But completely removing sugar from a gummy is no small undertaking.
“One of the biggest challenges is activating starch to create a solid, chewy texture. To compensate, formulators need to lean heavily on fibers, gelatins, and pectins to get the right consistency,” said King. “Beyond texture, one of the biggest concerns with sugar-free gummies is their impact on digestion. A common issue is brands using only one type of fiber, rather than stacking multiple fibers. This can create significant gut discomfort, leading to bloating, gas, or digestive distress.”
Combining different fibers with varied rates of metabolism could be a winning strategy. Icon Foods recently launched two fiber blends for this purpose. FibRefine 3.0 is a blend of soluble tapioca fiber, chicory root inulin, and polydextrose, while the Organic FibRefine 3.5 is a blend of tapioca fiber, agave inulin, and gum acacia, all from organic sources. These blends are supported for inclusion rates of 15 grams per serving without the gastrointestinal complaints associated with single-fiber formulations and the fiber blends alone contain 30% of the sweetness of sugar.
“We help brands overcome gummy formulation hurdles through our Replace Rebalance Rebuild method, which replaces sweetness, rebalances flavor, and rebuilds functionality,” said Diedrich. “In concepts like our finger lime mint gummies, we bring together our SweetRight Edge stevia solutions with ADM/Matsutani LLC’s Fibersol, a soluble prebiotic dietary fiber.”
Maltitol, which has commonly been used to sweeten sugar-free gummies, is being phased out due to its laxative properties, said King. Approaches that involve allulose in syrup and crystal form, alongside high-intensity sweeteners like stevia or monk fruit extracts, are more compatible, he added. “At the end of the day, stacking fibers and choosing the right sweeteners is critical for success in sugar-free gummies.”
In addition to addressing texture, sta
