Consumer Attitudes
The sugar phenomenon has been linked to contradictory consumer attitudes towards its reduction in confectionery and other foods. While global health trends pushed many food companies towards reducing or eliminating sugar from their products, consumers are not keen on artificial sweeteners replacing sugar, as it contradicts the ‘natural ingredients’ trend and considerably alters the flavour profile. Nevertheless, many food companies have been pushed towards dealing with the sugar content in their products due to consumer demand and changing regulations worldwide. This is evidenced by the FDA’s new nutrition facts panel in the US demanding larger and bolder calorie declarations on packaging. Meanwhile in the UK there is an ongoing sugar tax debate.
When it comes to sweeteners, the biggest hurdle has been the fact that the majority of consumers do not enjoy the taste of sweeteners and do not want to compromise flavour for health benefits. Moreover, the numbers that tolerate no-sugar or low-sugar products varies drastically from market to market. For example, 44% of soft drink sales in the UK have no sugar and no calories, compared to 1% in Lithuania and 7% in Italy according to UNESDA which represents approximately 75% of European soft drink manufacturers. According to Sula, a German sweets manufacturer with a market presence across Europe, Germany’s sugar-free sweets market accounts for 30% compared to the UK where approximately 5% of manufacturers replace sugar with sweeteners.
This is especially true for more indulgent products such as chocolate, as consumers prefer sugar replaced by premium ingredients rather than sweeteners.

Malachy Mitchell is co-founder and Managing Director of Farrelly & Mitchell. He works with CEOs, executives and leaders from private enterprises and public sector institutions helping to grow their food sector companies and agribusinesses.
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Sugar Rush or Sugar Push
While some segments of the free-from category have been experiencing exponential growth, recent data shows that overall global free-from and ‘reduced’ category sales has gone down 1% in the past year.

Consumer Attitudes
The sugar phenomenon has been linked to contradictory consumer attitudes towards its reduction in confectionery and other foods. While global health trends pushed many food companies towards reducing or eliminating sugar from their products, consumers are not keen on artificial sweeteners replacing sugar, as it contradicts the ‘natural ingredients’ trend and considerably alters the flavour profile. Nevertheless, many food companies have been pushed towards dealing with the sugar content in their products due to consumer demand and changing regulations worldwide. This is evidenced by the FDA’s new nutrition facts panel in the US demanding larger and bolder calorie declarations on packaging. Meanwhile in the UK there is an ongoing sugar tax debate.
When it comes to sweeteners, the biggest hurdle has been the fact that the majority of consumers do not enjoy the taste of sweeteners and do not want to compromise flavour for health benefits. Moreover, the numbers that tolerate no-sugar or low-sugar products varies drastically from market to market. For example, 44% of soft drink sales in the UK have no sugar and no calories, compared to 1% in Lithuania and 7% in Italy according to UNESDA which represents approximately 75% of European soft drink manufacturers. According to Sula, a German sweets manufacturer with a market presence across Europe, Germany’s sugar-free sweets market accounts for 30% compared to the UK where approximately 5% of manufacturers replace sugar with sweeteners.
This is especially true for more indulgent products such as chocolate, as consumers prefer sugar replaced by premium ingredients rather than sweeteners.

Malachy Mitchell is co-founder and Managing Director of Farrelly & Mitchell. He works with CEOs, executives and leaders from private enterprises and public sector institutions helping to grow their food sector companies and agribusinesses.
Subcribe today
Stay up to date with the latest agribusiness blog, Insights, and more sent straight to your inbox.
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Insect protein, how can companies overcome the ‘yuck’ factor?
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Food & beverage
The rise of agriculture as an institutional asset class
Food safety & security
BBC report draws on Farrelly & Mitchell analysis of COVID-19 impact in Arab nations
Food safety & security
Supply chains & food security: assessing the impact of disruptive forces
Food safety & security
Farrelly & Mitchell analysis: Lebanon explosion exposes lack of food security plan
Is Covid-19 accelerating ESG investment in food and agribusiness?
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Government & multilaterals