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Consumers want clean label soft drinks

18 November 2013

INGREDIENTS. Sugar and sweetener consumption are changing across many markets globally, driven by governmental taxations, health concerns and a shift in consumer sentiment. Today’s consumers are more aware of food health and safety than ever before. According to Canadean Ingredients, the government taxations may be an overall industry driver, but increasing positive sentiments towards all natural sweetness and clean label products has been the strongest incentive for the FMCG industry.

Aspartame is losing dominance to Stevia and Sucralose

Recent Canadean Ingredient data shows that Aspartame is rapidly losing its dominance in soft drink formulations to Stevia, Sucralose, Erythritol and Acesulfame Potassium. Within the next five years, the sweetener is forecasted to face negative growth rates between 0.1 to -1.7% (about 8500 tonnes in 2018). Its main market will be powdered soft drinks in Asia, Latin America and Africa. Sucralose consumption in soft drinks is forecasted to grow annually between 1.9 to 6.6 % (about 1600 tonnes in 2018) and across most soft drinks categories. Standardised Stevia sweeteners consumption has a steep growth of 12.3% with an estimated volume sale of 8000 tonnes in 2018.

Soft drinks products with reduced sugar and natural sweeteners are witnessing increasing growth in the Western markets among leading brands. The middle calorie segment has become a new mainstream market.

“At Canadean Ingredients we believe that all-natural and less sugar is an important focus for the ingredient industry, as evidenced in our consumer sentiment studies. This is the case, not just for soft drinks, but in all food and beverage categories” says Karin Nielsen, Director Canadean Ingredients.

“The ingredient and food industry need to consider the current sweeteners marketing mix and how they present their products for this new important segment.” 

Consumers want clean label soft drinks

According to Canadean research, honey as all natural, is perceived to be the healthiest choice of sugars/sweeteners, followed by Stevia and cane sugar. More women than men believe that Stevia is the healthiest choice, suggesting that more women are more up-to-date on this natural sweetener, whereas more men have the non-caloric Sucralose on the radar as an indicator of the healthier choice.

Canadean Ingredients will present key findings in Sweeteners and Flavours at this year’s FiE (Food and Natural Ingredients Exhibition) in Frankfurt Germany. Find Canadean at the Industry Insights Theatre, stand 9B82. The fair is open from the 19th to the 21st of November, 2013, at the Frankfurt Messe, Germany. Go to website.

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