As many as 86% of consumers are limiting sugar in their diets, according to Mintel.
“Sugar reduction is still a top priority for many consumers and therefore, many brands,” said Holly McHugh, Imbibe Inc., during her trends presentation in the sports nutrition workshop at SupplySide East trade show in April 2019. “As changes to the nutrition facts panel loom, brands are highlighting ‘no added sugars,’ in products, which will make it a top claim next year.”
She explained the main challenge for brands is that consumers still want a sweet flavor but less sugar, and many are avoiding artificial sweeteners and flavors. Stevia has become the leading alternative.
