# Upcycled Sweetener Brands are launching sugar alternatives that repurpose food waste. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Jun 8, 2020 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/upcycled-sweetener ## Key Figures - Trend score: 3.7/10 - Evidence articles: 5 ## What is the Upcycled Sweetener trend? **Upcycled Sweetener:** Brands are launching sugar alternatives made from upcycled products such as cocoa shells, apples, pears, and dates to sweeten food and beverages—which typically end up in landfills. These offerings come in both liquid and granular formats to suit a variety of needs. ## The consumer insight behind the Upcycled Sweetener trend Eco-conscious consumers have become aware—and concerned—with the staggering amount of food waste taking place across the globe. This demographic is conscious of how their consumption habits impact the environment, and in an effort to reduce their carbon footprint, they are turning to brands that offer upcycled products to mitigate the environmental impacts of food production. ## At a Glance - Evidence: 5 featured examples - Articles from: Jun 21, 2019 to Feb 16, 2021 - Published: Jun 8, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Upcycled Sweetener trend ### Upcycled Sweeteners Upcycling food waste to create healthy sweeteners and supplements, including those made from cocoa shells, apples, pears, and dates, satisfies eco-conscious consumers' desire to reduce their carbon footprint and encourages making more mindful consumption choices. ### Food Waste-Based Sweeteners Fooditive's zero-calorie sweetener, made from apples and pears with brown spots or unconventional colors, is a new and more environmentally sustainable alternative to natural and artificial sweeteners. ### Naturally Sweetened Chocolate Companies like Koa and Lindt are reducing waste and increasing value creation in cocoa-growing regions by using cocoa pulp powder as a natural sweetener option for chocolate bars. ## What the Upcycled Sweetener trend means for industry ### For Food & Beverage industry Upcycling food waste to create new, healthy products such as sweeteners directly addresses the consumers' environmental concerns while simultaneously encouraging the idea of mindful consumption that is inherent in our society. ### For Agricultural industry Upcycling farm and food waste into products with high value application such as natural sweeteners and supplements builds a more sustainable future in agriculture. ### For Sustainability industry Designing and developing new products that are not only healthy but also mitigate environmental damage from waste, provides a disruptive innovation opportunity for the sustainability industry. ## Workshop question How can your brand empower consumers to be more eco-friendly? ## Trend signals for Upcycled Sweetener Trend score 3.7 out of 10, from popularity 56%, activity 47%, freshness 9%. - Popularity: 56% - Activity: 47% - Freshness: 9% ## Examples of the Upcycled Sweetener trend 5 featured examples from Jun 21, 2019 to Feb 16, 2021. - [Upcycled Cocoa-Based Sweeteners](https://www.trendhunter.com/trends/healy-group): The Healy Group Debuted a Sugar Alternative Called PrimaFI Cocoa (Category: Eco) Implication: The food manufacturing industry can explore opportunities for developing new products that utilize upcycled food waste and alternative sweeteners like PrimaFi Cocoa. - [Food Waste-Based Sweeteners](https://www.trendhunter.com/trends/zerocalorie-sweetener): Fooditive's Zero-Calorie Sweetener is Made from Apples & Pears (Category: Lifestyle) Implication: Food manufacturers can explore the production of zero-waste food products, such as sweeteners made from food waste, to tap into the growing demand for sustainable and eco-friendly… - [Alternative Superfood Sweeteners](https://www.trendhunter.com/trends/superfood-sweeteners): D'vash Organics' Sweeteners are Made with Dates & Sweet Potatoes (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop new sweetener products and diversify the sweetener market within the food and beverage industry. - [Closed Loop Agriculture](https://www.trendhunter.com/trends/comet-bio): Comet Bio Upcycles Farm Waste into Healthy Sweeteners and Supplements (Category: Tech) Implication: Comet Bio's upcycled sweeteners can be utilized by the food and beverage industry to create healthier products with reduced sugar content. - [Naturally Sweetened Chocolate Bars](https://www.trendhunter.com/trends/naturally-sweetened-chocolate-bars): Koa and Lindt Created Bars Sweetened with Cocoa Pulp Powder (Category: Lifestyle) Implication: Chocolate industry can innovate their products by using alternative sweeteners like cocoa pulp powder. ## 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)