# Atypical Sweetener Consumers swap refined sugars for natural-based alternatives. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Jun 16, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/niche-sweetener ## Key Figures - Trend score: 2.9/10 - Evidence articles: 8 ## What is the Atypical Sweetener trend? **Atypical Sweetener:** With the harmful effects of excess sugar consumption now being widely publicized, consumers have begun searching for low-calorie alternatives. The rising popularity of less refined sugars and sweeteners -- especially those that come from natural sources -- indicates not only that preventative health is at the forefront of consumers' purchasing decisions; it also showcases a willingness on the part of the Western consumer to look at other cultures for health inspiration. ## At a Glance - Evidence: 8 featured examples - Articles from: May 28, 2015 to Jan 18, 2017 - Published: Jun 16, 2015 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Atypical Sweetener trend ### Less Refined Sweeteners Consumers are turning to low-calorie natural-based sweeteners. ### Sugar-Free Products A growing demand for sugar-free alternatives to popular treats. ### De-Sugared Beverages De-sugared or sugar-free options of popular juice drinks are gaining popularity. ## What the Atypical Sweetener trend means for industry ### For Food & Beverage Industry Opportunities arise for businesses to cater to the growing popularity of less refined and sugar-free alternatives in their products. ### For Health and Wellness Industry Businesses can capitalize on health-conscious consumers looking for healthier sugar alternatives. ### For Cultural Industry Companies can bring cultural awareness by incorporating traditional recipes and celebrations into their products. ## Workshop question What outside influences can you draw from to intrigue consumers looking for something new? ## Trend signals for Atypical Sweetener Trend score 2.9 out of 10, from popularity 41%, activity 37%, freshness 8%. - Popularity: 41% - Activity: 37% - Freshness: 8% ## Examples of the Atypical Sweetener trend 8 featured examples from May 28, 2015 to Jan 18, 2017. - [Flavorful De-Sugared Juices](https://www.trendhunter.com/trends/tart-cherry-juice): The Edit De-Sugared 100% Tart Cherry Juice Has Antioxidant Properties (Category: Lifestyle) Implication: Opportunity for beverage companies to innovate and offer healthier, low-sugar options to meet consumer demand. - [Decadent Sugar-Free Cakes](https://www.trendhunter.com/trends/sweetened-with-natural-ingredients): This Rich Chocolate Cake is Sweetened with Natural Ingredients (Category: Lifestyle) Implication: The bakery industry can incorporate natural sweeteners to offer healthier alternatives of cakes, pastries, and baked goods, meeting the consumer's growing demand for healthy optio… - [Guilt-Free Artisan Confections](https://www.trendhunter.com/trends/raw-cocoa): Zimt's Organic Treats are Made from Raw Cocoa Ingredients (Category: Lifestyle) Implication: Opportunity for companies in the food and beverage industry to create organic and raw vegan chocolate products to cater to health-conscious consumers. - [Sugar-Free Wellness Chocolates](https://www.trendhunter.com/trends/maza-chocolate): MAZA Chocolate is Sweetened with Nothing but Organic Palmyra Nectar (Category: Lifestyle) Implication: Incorporating sugar-free options into chocolate production can attract health-conscious consumers and meet their demand for indulgent yet healthier treats. - [Tea-Infused Toppings](https://www.trendhunter.com/trends/coconut-whipped-cream): Masala Chai Tea Mixed In With Coconut Whipped Cream Goes Great On Fruit (Category: Lifestyle) Implication: Opportunities for businesses to create and market coconut whipped cream and masala chai-infused products. - [Sweet Sugar Skull Cookies](https://www.trendhunter.com/trends/sugar-skull-cookies): Starbucks is Celebrating Day of the Dead with Sugar Skull Shortbread (Category: Lifestyle) Implication: The food and beverage industry can leverage the trend of offering unique and culturally relevant treats to attract customers and enhance their overall experience. - [Diabetic-Friendly Jams](https://www.trendhunter.com/trends/fruit-jams): The New Stute Foods Fruit Jams Have No Added Sugar (Category: Lifestyle) Implication: Food manufacturers can introduce a line of diabetic-friendly products to appeal to health-conscious consumers and those with dietary restrictions. - [Remixed Sandwich Desserts](https://www.trendhunter.com/trends/sandwich-dessert): The Minimalist Baker's PB & J Muffins are Vegan-Approved (Category: Lifestyle) Implication: Disruptive Innovation Opportunity: Research and develop new plant-based and healthier food products to meet the growing demand for nutritious and sustainable options. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)