The sweetener trust crisis brands can’t ignore

Why consumers don’t trust sweeteners

• Most consumers distrust sweeteners, especially those seen as synthetic
• Health concerns include links to metabolism issues and type 2 diabetes
• ‘Sugar-free’ labels often reduce perceived taste and enjoyment
• Shoppers prefer clean-label products with simple, natural ingredients
• Chemical-sounding names lower consumer confidence
• Social media misinformation is worsening sweetener scepticism
• Brands risk losing customers if they don’t balance health and taste

The sugar versus sweetener debate has been raging for decades, with strong feelings on both sides.

On that one hand, consumers want to reduce the amount of sugar they consume, with market analysts Innova Market Insights noting the global trend toward health and wellness is leading consumers to choose foods and beverages with less sugar or no sugar.

But on the other, sweeteners are proving a less than popular solution.

In fact, the sugar versus sweetener debate has become so divisive, that manufacturers are switching both ways – some from sugar to sweeteners and others from sweeteners to sugar – in efforts to meet conflicting customer demands.

PepsiCo and Coca-Cola are the perfect example of these competing trends – PepsiCo is in the process reformulating to replace sugar with low-calorie sweeteners in a large section of its drinks portfolio, while rival Coca-Cola has announced plans to offer multiple sweetening options including reverting some products to cane sugar in its portfolio.

Elsewhere, confectionery giants Nestlé, Mondelēz International, and The Hershey Company all have product ranges containing both sugar and sweeteners.

And while the arguments against sugar are fairly straightforward – it’s high in calories which could lead to weight gain and type 2 diabetes – the arguments against sweeteners are far more complex, leaving consumers infinitely more concerned.

“Despite their rising popularity, sweeteners – especially artificial sweeteners – face significant consumer distrust,” says Nandini Roy Choudhury, principal consultant for food and beverage at industry analytics group Future Market Insights.

So, why don’t consumers trust sweeteners?

Recipes Why don’t consumers trust sweeteners?

A new Future Market Insights report has found that most respondents hold negative attitudes toward sweeteners, regardless of label awareness.

This distrust is especially prevalent in relation to sweeteners perceived as ‘synthetic’, with many consumers opting for natural ingredients, such as sugar, instead.

Reasons shoppers don’t trust sweeteners:

• Safety and health concerns: Scientific studies on the potential negative health impacts of sweeteners – in particular, the effects on metabolism, the gut microbiome, and long-term health – has fuelled widespread consumer concern. What’s more, a recent study out of Australia found artificially sweetened drinks could lead to a 38% higher risk of developing type 2 diabetes, compared with sugar-sweetened drinks.

• Taste: Another major challenge food and beverage brands face in switching to sweeteners is taste. Many consumers simply don’t like the taste of many of the sweeteners on the market, complaining they leave a bitter aftertaste that lingers long after consumption. Saccharin, acesulfame K (Ace-K), and stevia are particularly known for being bitter. Having said that, natural sweeteners such as monk fruit and allulose are known for bringing only sweet flavours to to food and beverage products, with no bitterness at all.

• Taste perception: Studies have shown that labelling products as ‘sugar-free’ often leads to lower perceived sweetness and tastiness, resulting in a reduced desire to buy the product at all. In short, consumers still view sugar-sweetened treats as more enjoyable.

• Clean label and ingredient transparency: Many consumers are sceptical of chemical-sounding names and prioritise simplicity. Future Market Insights found that consumers increasingly favour clean-label products, and distrust artificial ingredients, such as synthetic sweeteners.

• Misinformation: Misleading or sensationalist claims spread via social media have skewed perceptions of sweetener safety. Combined, these factors mean many consumers are choosing to avoid sweeteners, especially ones clearly labelled artificial, despite wanting reduced-sugar products.

Also read → Misinformation in F&B: How industry is fighting back

Recipes The future of sweeteners in food and beverage

As the sweetener debate intensifies, food and beverage brands face a pivotal moment. With consumer trust in artificial ingredients waning and demand for clean-label, products rising, the industry must rethink its approach, particularly as switching to sweeteners could make them taste less appealing to loyal customers.

“Manufacturers must decide whether sugar reduction is worthwhile,” says Maria Mascaraque, global insight manager for food and dairy at Euromonitor. “Reformulation could endanger the taste that made the product attractive in the first place, while inaction could see consumers move to a category perceived as being healthier. Finding the right balance on this front would be key to future success.”

Whatever manufacturers decide, future success will hinge on transparency, innovation, and a deep understanding of what today’s shoppers truly value.

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