Category
Lifestyle
Assisted Choices
Trend cluster
Category
Anti-Sugar
Brands ditch sugar for plant-based sweeteners to satisfy healthy consumers.
4.1
Trend score
Trend
What is the Anti-Sugar trend?
Anti-Sugar: Responding to the booming health product market, brands are turning to plant-based sweeteners like stevia and xylitol to deliver products that satisfy consumer demand for low calorie choices. Costing significantly less than traditional sugar or artificial sweeteners for brands to use in products, the natural sweeteners are being used as an ecological option for health-conscious consumers to maintain preferences for sweet indulgences without guilt.
Trend themes
Themes within the Anti-Sugar trend
Three behaviours holding the trend together01
Plant-based Sweeteners
Brands are ditching sugar for plant-based sweeteners like stevia and xylitol, creating opportunities for natural and low calorie products.
02
Sugar-Free Alternatives
Consumers seeking healthy alternatives are driving the demand for sugar-free products, creating opportunities for companies to offer new and inventive sugar-free snacks, sweets and drinks.
03
Functional Ingredients
Consumers are seeking out prebiotic and vitamin-enriched products, creating opportunities for brands to offer health-focused snacks and drinks.
Industry implications
What the Anti-Sugar trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Brands in the food and beverage industry can leverage the trend towards natural and functional ingredients to develop and market new, healthier products.
For
Health and Wellness
Companies in the health and wellness industry can take advantage of the demand for sugar-free products to create new and innovative products that cater to consumers' dietary needs.
For
Consumer Goods
Consumer goods companies can tap into the trend towards plant-based sweeteners and sugar-free alternatives to offer new products that appeal to health-conscious consumers.
Workshop question
What consumer desire would a sugar-free offering from McCormick fulfill? What sugar alternative best pairs with that intention?
Trend signals
Trend signals for Anti-Sugar
Trend score 4.1 out of 10, from popularity 62%, activity 53%, freshness 8%.
Popularity62%
Activity53%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Anti-Sugar trend
8 featured examples from Feb 2, 2016 to May 3, 2019CategoryLifestyle
Sugar-Free Ice Creams
Denada Makes Creamy, Indulgent, Guilt-Free Frozen Desserts
The health and wellness food industry can capitalize on the trend of sugar-free ice creams by creating innovative products that meet consumers' health-conscious demands.
CategoryLifestyle
Sugar-Free Electrolyte Beverages
Propel Water Vitamin Boost Contains No Artificial Sweeteners
The beverage industry can tap into the trend of sugar-free electrolyte beverages by developing innovative and healthier drink options.
CategoryLifestyle
Honey-Filled Chocolates
Heavenly Organics' Chocolate Honey Patties Boast Two to Four Ingredients
Disruptive innovation opportunity: Explore the market for organic food products and create innovative snacks with organic, raw ingredients.
CategoryLifestyle
Sugarless Cold Pressed Juices
The Naked Juices Offer Full Health Benefits Without Preservatives
Disruptive innovation opportunity: Explore new techniques and ingredients to produce sugarless cold pressed juices.
CategoryLifestyle
Prebiotic Plant-Based Sweeteners
Plant-Based Artisan's 'Vegan Honea' is Orange Blossom-Infused
The introduction of inventive plant-based sweeteners disrupts the traditional sweetener industry and provides alternative options for consumers.
CategoryLife-Stages
Teeth-Cleaning Confections
Zollipops' Sugar-Free Treats Promote a Clean and Healthy Mouth
Disruptive innovation opportunity: Incorporate sugar-free and natural ingredients into candy manufacturing processes to meet the growing demand for healthier treats.
CategoryLifestyle
Keto-Friendly Chocolate Chips
Explorado Market Created Ultra-Clean, Free-From Keto Chocolate Chips
The food and beverage industry can explore the development of more clean and multi-diet friendly products to cater to a wide range of dietary restrictions and preferences.
CategoryLifestyle
Sugarless Prebiotic Sweeteners
'PrebioSweet' is a Sugar-Free Sweetener for the Digestive System
Food and beverage companies can create more healthier options for consumers by producing prebiotic sweetener products like PrebioSweet.
