Carl is the Principal Innovation Guide at Mintel. Carl is liable for offering consulting providers to purchasers within the Americas, with a concentrate on CPG, Magnificence and Skilled Companies companies.
For many years, nutritionists, physicians, and scientists have warned in opposition to the detrimental results of sugar on well being and have cautioned in opposition to overconsumption. For a lot of this era, shoppers ignored the recommendation and indulged in sugary treats of all varieties, satisfying their cravings whereas compromising their long-term well-being. Nevertheless, over the past a number of years, there was a notable shift in client habits: demand for low-sugar merchandise has elevated dramatically as shoppers heed the recommendation of well being professionals and take motion to prioritize their long-term well being by decreasing sugar consumption.
Broad demand for low sugar is pushed by well being aspirations
In keeping with Mintel analysis, practically three in 5 shoppers are selecting low-sugar merchandise for his or her common well being. The low-sugar market, strictly outlined in as merchandise that include 3g or much less of sugar per serving, has scaled quickly behind client demand throughout each meals and beverage. Specialised diets play a restricted position in low-sugar decision-making in comparison with total well being aspirations.
There are various extra merchandise claiming to be low in sugar (“sugar diminished by 25%”; “30% decrease than the main model”) that include increased ranges than the usual, however these have been excluded from the market evaluation as an example the extent to which shoppers need to cut back sugar consumption.
Pure sweeteners are gaining favor with shoppers
As extra shoppers look to scale back sugar, lots of them are in search of pure options. Greater than two-thirds of shoppers agree it’s important that sugar or sweetness comes from pure sources. The naturally sweetened low-sugar market is almost 4 occasions bigger than the artificially sweetened low-sugar market. Whereas low-sugar merchandise of all formulations are rising, naturally sweetened low-sugar merchandise are rising quicker than artificially sweetened merchandise.
Gaining share throughout aisles
Traditionally, low-sugar merchandise catered to weight reduction packages and diabetic shoppers, and due to this fact, had been featured in pharmacy aisles away from on a regular basis meals and beverage client site visitors. Lately, mainstream shoppers prioritizing well being have began to demand low-sugar options throughout practically all aisles of the shop. The place accessible, low-sugar merchandise are rising quicker than their higher-sugar competitors, claiming significant market share and illustrating the numerous demand for low-sugar merchandise. The diagram beneath highlights aisles within the grocery retailer the place low-sugar product development is outpacing higher-sugar options.
Supply: Mintel and SPINS (MULO and Pure; 52 Weeks ending 11/01/2020 vs Prior Years)
Progressive manufacturers main with low-sugar
One of many earliest classes the place low-sugar innovation first gained traction was wellness bars, the place low-sugar manufacturers reminiscent of Quest and One Bar gained market share by offering scrumptious, wholesome options to class incumbents. At this time, low-sugar merchandise account for over 33% of all wellness bar gross sales and development continues to outpace higher-sugar wellness bars, suggesting that market share features will proceed.
A number of classes analogous to wellness bars reminiscent of cookies, chocolate sweet, and non-chocolate sweet, amongst different sugary indulgences, are all within the early levels of innovation with low-sugar merchandise accounting for lower than 5% of the classes. Notable low-sugar model, Lily’s Sweets, produces chocolate merchandise which can be low-sugar in each chocolate sweet and baking, with a mission to ship scrumptious chocolate with pure sweeteners and no added sugar. Lily’s Sweets merchandise began within the sweet aisle of pure meals shops and may now be discovered throughout the nation in sweet and baking aisles at grocery shops and mass retailers.
What we expect
Between the mainstream client attraction of low-sugar merchandise and the doorway of modern manufacturers bringing high-quality choices to market, there may be important alternative forward for the low-sugar market. Mintel estimates the low-sugar market might add a further $36 billion within the subsequent three years, persevering with the current development trajectory and gaining market share throughout meals and beverage.
