The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreMar 2016
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The current outcry over sugar use appears to provide an obvious opportunity for increased consumption of polyols and high intensity sweeteners (speciality sweeteners). However, this notion is simplistic, neglecting the reasons that govern how speciality sweeteners are used and disregarding consumer sentiment. This report outlines the factors that control speciality sweetener consumption and identifies the key trends that offer suppliers opportunities, as well as those that threaten growth.
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With manufacturers coming under more and more pressure to reduce the sugar content of their products, reformulation to incorporate low calorie speciality sweeteners would seem like an obvious option. This basic idea does not take into account the technical limitations that prevent use of speciality sweeteners in several product areas, as well as sweetener costs, which can force manufacturers to look for alternative options.
Current demand for natural ingredients puts most speciality sweeteners at a disadvantage as consumers avoid artificial additives. While this has enabled the rise of stevia, it is a barrier to sustained growth in speciality sweeteners as a whole. Regardless of naturalness, certain sweeteners have garnered negative reputations due to association with negative health effects. This has seen manufacturers try to replace them with alternative sweeteners.
While demand for speciality sweeteners declines in the developed regions of Western Europe and North America, growth in emerging regions, particularly Asia Pacific and the Middle East and Africa is expected to continue. Increased consumption of products such as chewing gum and carbonates, which use significant quantities of speciality sweeteners, is forecast in these regions and this should provide opportunities for sweetener suppliers.
Future development in sweeteners will focus almost entirely on finding new natural sweeteners that can emulate the success of stevia. There will also be further refinement of stevia with the goal of providing a sweetener that enables 100% sugar replacement, tastes good and is natural. This will see new manufacturing methods such as fermentation increase in prominence.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.