Consumer studies indicate significant market demand for natural sugar substitutes
American consumers are increasingly seeking to cut back on sugar and find new, better-tasting, low-calorie substitutes.
Recent consumer research commissioned by food and beverage ingredient innovator, MycoTechnology, examines attitudes toward sugar reduction and high-intensity sweeteners, uncovering key opportunities in the market.
MycoTechnology partnered with Brightfield Group to gather proprietary, AI-driven insights among a sample of US adult consumers, finding that sugar is the top item people want to reduce in their diets. However, 75% also wish there were better-tasting non-caloric options, highlighting taste as a major pain point in the current market.
Of those who are actively reducing their sugar intake, 71% report that they do so by eating fewer sweet foods, versus only 31% that are using products with non-caloric sweeteners, indicating room for improvement across reduced sugar formulations. Additionally, 7 in 10 consumers that use non-caloric, naturally derived sweeteners report that they would be interested in new options. The survey also showed widespread interest in clean label ingredients, combined with negative perceptions of artificial sweeteners.
“This research demonstrates clear demand in the market for new, appealing sweeteners that are derived from nature,” said Caroline Schwarzman, MycoTechnology’s head of business development. “Sugar reduction is top of mind for consumers, but many feel that achieving this goal requires sacrifice—on taste, price or perceived health risks. This trade-off is preventing the reduced sugar market from reaching its full potential.”
In response to this critical food system challenge, MycoTechnology is developing the first ever sweet protein from honey truffles, offering an unparalleled solution for sugar reduction. Following the achievement of several technical and safety milestones, the company continues to scale production and is collaborating with food and beverage innovators to bring honey truffle sweetener to market.
“Innovative fermentation technologies have allowed us to target common challenges, establishing a clean sweetness profile with proven safety and digestibility performance, and low cost-in-use,” added Ranjan Patnaik, Ph.D.,MycoTechnology’s CTO. “This new solution is designed to address the top concerns of consumers, presenting an opportunity for food and beverage innovators to meet demands and stand out on the shelf.”
