Consumer research commissioned by functional food and beverage specialist MycoTechnology has revealed that consumers want tasty and low-calorie sweetening solutions.
Throughout the survey, it was apparent that sugar is the top ingredient that people want to consume less of in their diets.
Although many were actively reducing their sugar intake, 75% of respondents wished there were tastier low-calorie sweetener options.
This highlights the need for sweetening solutions that are both appealing in taste and easily to incorporate into functional foods and beverages.
Consumer dietary habits shifting
With a high proportion of consumers looking to reduce their sugar intake, MycoTechnology wanted to get to the bottom of how they're achieving this.
During the survey, the company asked about participants' dietay habits, and what they prefer when looking for a sugar replacement solution.
71% reported that they eat fewer sweet foods, but only 31% said they use products with non-caloric sweeteners.
This indicates that there is significant room for growth in the natural sweetening market, and reduced sugar formulations still need improvement.
Seven in ten consumers also stated that they would be interested in trying novel zero calorie, naturally derived sweeteners.
However, taste and calorie profile are only some of the elements that respondents considered when picking a sweetened product, as they also looked for clean label ingredients owing to their negative perceptions on the current range of artificial sweeteners.
Head of Business Development at MycoTechnology, Caroline Schwarzman, commented: “This research demonstrates clear demand in the market for new, appealing sweeteners that are derived from nature.”
“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.”
Tackling sweetener challenges with sweetened proteins
With the public steadily moving away from high-sugar products, MycoTechnology believes there is a crucial need for pleasant low-calorie sweetening solutions that can offer functional benefits.
Therefore the company is developing a sweet protein from honey truffles — the first ever on the market.
So far, MycoTechnology has achieved several technical and safety milestones, and the company is working on scaling its production.
“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 CTO, Ranjan Patnaik. “
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.”
[Image credit: Getty Images]
