Reduced sugar: opportunity knocks

Happy New Year all, I hope everyone enjoyed the festive season.

As we step into 2016, thoughts turn to what’s in store for the food and drink industry over the next 12 months – and sugar, which generated significant debate in 2015, seems set to dominate this year too.

With the media paying increasingly close attention to sugar consumption, it goes without saying that consumers are now wary of their sugar intake, with the majority of consumers in key European markets reportedly cutting back on their consumption of sugar.

According to new research by Mintel, more than three in five Italian (64 per cent), Spanish (63 per cent) and Polish (61 per cent) consumers say they are actively reducing or avoiding sugary foods, and over half of French (59 per cent) and German (51 per cent) consumers say the same.

The research also identifies a gap in the market for product launches carrying a low, no or reduced sugar claim.

Although Italian consumers show the greatest interest in avoiding sugary foods, according to Mintel, just three per cent of food and drink products launched between January and October 2015 in Italy featured a low, no or reduced sugar claim.

In Poland, France and Germany, that figure was four per cent, and for Spain, it was five per cent.

In addition, the research shows consumers are looking for reduced sugar levels in a number of categories; 66 per cent of Polish and 60 per cent of Spanish and French consumers agree that there aren’t enough healthy sweets available, for example.

With a high percentage of consumers actively reducing consumption of sugary foods, there is an opportunity for manufacturers to appeal to those seeking reduced sugar alternatives with new product development.

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