While Canadians look to lower their sugar intake, we give you the lowdown on the newest sweetener options available.
By Steve Hanson
One of the dominant North American trends is the desire for consumers to reduce the amount of sugar in their diets. High sugar intake has been associated with obesity, diabetes, heart disease and tooth decay. According to the Canadian Sugar Institute, Canadians consume approximately 110 grams of sugar daily from both natural and added sources. In contrast, American consumers eat 133 grams per day. When analyzing sugar consumption data for Canada over the past three decades, consumption has remained flat to declining.
According to a recent report issued by Mintel and Leatherhead Food Research, the market for sugar substitutes or intense sweeteners that include artificial sweeteners such as aspartame and sucralose along with natural options such as stevia will continue to grow.
This report estimated the 2013 global market for intense sweeteners utilized as food and beverage additives at US$1.27 billion, a 2.8 per cent increase compared to 2012 figures. By 2017, global market value is expected to increase to approximately US$1.4 billion, a rise of 9.7 per cent over 2013 figures.
Over the past few years, media attention for sugar and its potential impact on health along with the debate over artificial sweeteners has prompted consumers to evaluate options and reduce intake.
Sweeteners with health benefits?
Sweeteners are facing an uphill battle. Over the course of time, products high in sugar have not been marketed for their health benefits. Soft drinks and candy have always sold well regardless of whether or not any health benefits were present. However, given a greater emphasis on healthy eating, organizations and consumers are questioning ingredients utilized in the food supply. Consumers want good taste along with good health. This philosophy is changing how people view sweeteners. It means that new, natural sweetener manufacturers are conducting scientific research to support potential health benefits.
An example to consider is cocoa from chocolate. Dark chocolate has witnessed a boost in both sales and its perception based on its health benefits. Dark chocolate is rich in flavanols, which are powerful antioxidants known to offer health benefits for heart health and diabetes. In order for new sweeteners to succeed, they are going to have to address their impact on health and demonstrate potential benefits.
Natural sweetener up-and-comers
Natural, plant-derived alternatives to regular sugar include honey, molasses, agave and maple syrup. However, these options have limitations and are also high in calories. Four natural sweeteners that have received the most attention include stevia, monk fruit, date sugar and xylitol.
Stevia is a low-calorie natural sweetener made from the leaves of the Stevia rebaudiana plant. Stevia contains a number of compounds called glycosides that contribute to its sweet taste. The glycoside most commonly utilized from stevia is rebaudoside A (Reb A), though others have been identified and are being studied. Each of the glycosides has a specific profile that may contribute a differing degree of sweetness or taste profile.
While only a few years ago it was mostly found in health food stores, stevia has witnessed its inclusion in a number of major consumer brands as the primary sweetener.
Studies have demonstrated that stevia may help regulate blood sugar by increasing glucose tolerance and inhibiting glucose absorption.
Date sugar is made from dried dates, which are naturally very sweet. Though dates are high in calories, they are also virtually fat-free while containing fibre and protein, so date sugar can be used as a healthier alternative to brown sugar. However, using date sugar has its limitations. It will not dissolve in liquid, so it should not be used to add sweetness to drinks, and does not melt in the way granulated sugar does, so care should be taken when consumers choose to substitute date sugar for granulated.
Xylitol is a non-fermentable sugar alcohol that is found in low concentrations in the fibers of many fruits and vegetables. This sweetener is often used in chewing gum and lozenges to add sweetness while keeping the product in the low-calorie range. Studies have shown that xylitol has a beneficial effect on dental health while containing 33 per cent fewer calories than sucrose, yet offering a comparable sweetness. It also does not affect insulin levels of people that suffer from diabetes. It is found to have little to no side effects in human consumption, compared to other sweetener alternatives.
Monk fruit, also known as luo han guo, is also receiving significant attention. Cultivated in regions of China and Thailand, monk fruit looks like a melon, though it is in the gourd family. It contains a compound called magroside that can be 200 to 500 times sweeter than sugar. Monk fruit sweeteners offer great taste and are natural, zero-calorie, high-intensity sweeteners. Awareness of monk fruit is growing and products containing it are now starting to hit store shelves. There are a number of traditional health benefits associated with the consumption of monk fruit in China that include overall well being and longevity.
The regulatory front for sweeteners
With heightened consumer interest and need for greater transparency in packaged foods, ingredients with a negative impact on health are under greater scrutiny. In animal studies, it was demonstrated that artificial sweeteners may increase insulin response and contribute to obesity. However, these same results have not been confirmed in humans. Regardless, negative consumer perceptions surround artificial sweeteners and consumer demand is shifting towards natural alternatives. Furthermore, the link between high sugar consumption and its negative health impact may soon prove overwhelming. As a result, more stringent regulations for food and beverages that are high in sugar are likely.
Health Canada has published a List of Permitted Sweeteners on its web site. The List includes both artificial and natural sweeteners allowed for use based on specified guidelines. In general, Health Canada has been progressive for the inclusion of new sweeteners based on an established safety assessment. In December 2013, monk fruit was allowed use as a tabletop sweetener and is now included on the List.
Functional sweeteners to drive growth
Consumers are no longer interested in sweeteners that only offer sweetness. New alternatives will need to be safe, along with offering new advantages such as calorie reduction or providing specific health benefits. The category will remain dynamic as the media will closely follow it and new, plant-derived sweetener options will continue to be introduced. These sweeteners will be evaluated both on their level of sweetness and for their health benefits with supporting science.
Three trends for sweeteners
Consumers are looking for ways to reduce sugar intake – Canadians are looking for ways decrease sugar consumption. This includes cutting out soft drinks/beverages and foods high in sugar.
Artificial sweeteners are out; natural, plant-derived sweeteners are in – Consumers have become more apprehensive in consuming artificial sweeteners prompting a shift towards alternative natural sweeteners. A number of natural sweetener ingredients have been introduced in the past several years that offer plant-derived alternatives to synthetic sweeteners.
Reduction of calories – It’s about reducing calorie intake. New, natural sweeteners such as stevia have significantly fewer calories. Consumers want natural options without the calories.
