Consumers Crave Low-Sugar, Clean-Label Options
It’s not just policymakers sounding the alarm, consumers themselves are driving the low-sugar trend. In fact, a strong majority are actively seeking to slash sugar from their diets. According to a 2023 International Food Information Council survey, 72% of consumers are looking to limit or avoid sugar altogether. This demand has sparked a boom in zero-sugar and low-sugar products across nearly every food and beverage category. What started as a “diet” products craze has evolved into a broader “zero-sugar” movement, now a key selling point on packaging. One market analysis projects the global zero-sugar food and beverage market will grow from $19.2 billion in 2023 to $23.3 billion by 2028. Clearly, products positioned as low-sugar or no-sugar are no niche play: they’re becoming the norm.
Why the shift?
Today’s buyers are label-savvy and health-conscious. They’re scanning ingredient lists for hidden sugars in everything from cereals to sauces. As one expert noted, “added sugar shows up where you don’t expect it” and when a brand finds a way to eliminate it no sugar added that still tastes great, the product can barely stay on shelves. Consumers have learned that less sugar often means a cleaner label and a healthier product, so they’re rewarding brands that figure out how to deliver sweetness without the sugar crash.
At the same time, consumers are getting pickier about how sweetness is achieved. There’s growing skepticism of artificial sweeteners, driving interest toward natural sweeteners like stevia and monk fruit . But even those have limitations – some people detect off-tastes, and others prefer an entirely clean-label approach (nothing artificial or highly processed). This is where innovative food tech and ingredients come in. To truly crack the sugar reduction puzzle, many brands are looking beyond traditional sweeteners and asking: Can we make foods taste great with less sugar, and without dumping in loads of additives?
