# Anti-Sugar Brands ditch sugar for plant-based sweeteners to satisfy healthy consumers. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Jan 17, 2014, updated Feb 24, 2014 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/antisugar ## Key Figures - Trend score: 4.1/10 - Evidence articles: 8 ## 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. ## At a Glance - Evidence: 8 featured examples - Articles from: Feb 2, 2016 to May 3, 2019 - Published: Jan 17, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Anti-Sugar trend ### Plant-based Sweeteners Brands are ditching sugar for plant-based sweeteners like stevia and xylitol, creating opportunities for natural and low calorie products. ### 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. ### Functional Ingredients Consumers are seeking out prebiotic and vitamin-enriched products, creating opportunities for brands to offer health-focused snacks and drinks. ## What the Anti-Sugar trend means for industry ### For 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 for Anti-Sugar Trend score 4.1 out of 10, from popularity 62%, activity 53%, freshness 8%. - Popularity: 62% - Activity: 53% - Freshness: 8% ## Examples of the Anti-Sugar trend 8 featured examples from Feb 2, 2016 to May 3, 2019. - [Sugar-Free Ice Creams](https://www.trendhunter.com/trends/sugar-free-ice-cream): Denada Makes Creamy, Indulgent, Guilt-Free Frozen Desserts (Category: Lifestyle) Implication: 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. - [Sugar-Free Electrolyte Beverages](https://www.trendhunter.com/trends/electrolyte-beverage): Propel Water Vitamin Boost Contains No Artificial Sweeteners (Category: Lifestyle) Implication: The beverage industry can tap into the trend of sugar-free electrolyte beverages by developing innovative and healthier drink options. - [Honey-Filled Chocolates](https://www.trendhunter.com/trends/heavenly-organics): Heavenly Organics' Chocolate Honey Patties Boast Two to Four Ingredients (Category: Lifestyle) Implication: Disruptive innovation opportunity: Explore the market for organic food products and create innovative snacks with organic, raw ingredients. - [Sugarless Cold Pressed Juices](https://www.trendhunter.com/trends/cold-pressed-juices): The Naked Juices Offer Full Health Benefits Without Preservatives (Category: Lifestyle) Implication: Disruptive innovation opportunity: Explore new techniques and ingredients to produce sugarless cold pressed juices. - [Prebiotic Plant-Based Sweeteners](https://www.trendhunter.com/trends/plant-based-sweetener): Plant-Based Artisan's 'Vegan Honea' is Orange Blossom-Infused (Category: Lifestyle) Implication: The introduction of inventive plant-based sweeteners disrupts the traditional sweetener industry and provides alternative options for consumers. - [Teeth-Cleaning Confections](https://www.trendhunter.com/trends/zollipops): Zollipops' Sugar-Free Treats Promote a Clean and Healthy Mouth (Category: Life-Stages) Implication: Disruptive innovation opportunity: Incorporate sugar-free and natural ingredients into candy manufacturing processes to meet the growing demand for healthier treats. - [Keto-Friendly Chocolate Chips](https://www.trendhunter.com/trends/keto-chocolate-chips): Explorado Market Created Ultra-Clean, Free-From Keto Chocolate Chips (Category: Lifestyle) Implication: 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. - [Sugarless Prebiotic Sweeteners](https://www.trendhunter.com/trends/sugar-free-sweetener): 'PrebioSweet' is a Sugar-Free Sweetener for the Digestive System (Category: Lifestyle) Implication: Food and beverage companies can create more healthier options for consumers by producing prebiotic sweetener products like PrebioSweet. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)