The backlash against sugar is changing consumer attitudes and this is having an effect on global markets, according to a new report by Euromonitor International.
Euromonitor’s Global Consumer Trends Survey revealed that 42 per cent of consumers now seek out food labels with limited or no added sugar.
The negative attitude towards sugar is driving big changes in trends with consumers making a conscious effort to either reduce their sweet food and drink intake or eschew sugar completely.
The World Health Organisation recently said that cutting the recommended daily sugar limit in half to 5 per cent would have additional benefits and consequently, manufacturers are being forced to reduce sugar content and develop natural alternatives to artificial sweeteners.
The research identifies 34 global markets, all of which saw a five-year rise in obesity, including the US, where the number of obese adults rose from 34 per cent in 2008 to 41 per cent in 2013.
The study also highlighted how 27 markets globally saw an increase in diabetes.
“Sugar is now seen as a health risk by most, and as toxic as tobacco by some,” says Gina Westbrook, director of strategy briefings at Euromonitor.
She continued: “Sugar has endured a tide of negative public opinion as the amount of scientific research linking the rise in sugar intake with obesity has increased, leading the government to become increasingly concerned about the rising cost of illnesses such as diabetes and cancer.”
In February, Mexico introduced a ground-breaking tax on sugar-sweetened beverages, said added Westbrook.
“Companies will continue to work with ingredients suppliers to develop new alternatives, with natural sweeteners like stevia holding the greatest growth potential,” she said.
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