Global concerns over obesity, diabetes, and cardiovascular disease will usher in the new year’s health and wellness initiatives. Consumers will engage in the annual effort to seek out food and beverage choices with more moderate amounts of nutritive sweeteners (i.e., sucrose and fructose), lower amounts of “undesirable” fats, and fewer calories. 

Replacing sugar is more complex than simply replacing sweetness. Sugar carries flavor, enhances mouthfeel, provides bulk, is essential for browning through the Maillard reaction with amino acids, and attracts and retains moisture. In cookies and biscuits, for example, sugar interfaces with flour and fat to affect texture, firmness and spread. Without sugar, products may not crystallize properly, aerate, or set. 

In the United States, specifically, the Dietary Guidelines for Americans 2020-2025 call for consumers to “limit foods and beverages higher in added sugars” to less than 10% of daily calories. Research shows the top sources of added sugars in the US diet include sugar-sweetened beverages, desserts and sweet snacks, sweetened coffee and tea, and candy.

An emerging trend in the world of sweetness is that of “natural browns.” These predominantly nutritive sweeteners include organic and raw sugars that are less processed and align with health- and eco-friendly concerns as perceived by consumers.