How are consumers thinking about the sugar reduction and sweeteners

Sugar reduction has become a macro health trend amongconsumers who believe the dietary shift leads to general wellness and health,according to Euromonitor research

Consumers are increasingly citingsugar reduction as one of their top health priorities, particularly when itcomes to weight management. According to the global market intelligencefirm's Voice of the Consumer: Health and Nutrition Survey, more than half(53%) of consumers surveyed cited “Eat less sugar”​ as theirpreferred method of weight loss. 

When asked about reasons foravoiding sugar in 2020, 58% of respondents cited a general avoidance statingthat it was simply, “better for me to avoid it,”​  followed byit “makes me feel healthier,”​ noted by 57% of respondents. 

"These results show that consumers arechoosing to avoid sugar with the desire to increase general wellness and for afeeling of healthiness. More consumers are prioritizing the idea of feelinggood by taking a proactive, long-term approach,"​wrote Euromonitor global industry manager Maria Mascaraque​​,who noted that consumers' attitudes have shifted to see sugar as in oppositionto their health and wellness goals.