USA | Most American consumers have aimed to reduce their sugar intake and continue to look for new, better-tasting, non-caloric alternatives.
Recent consumer research commissioned by food and beverage ingredient innovator MycoTechnology, Inc. examined attitudes toward sugar reduction and high-intensity sweeteners, uncovering critical market opportunities.
MycoTechnology partnered with Brightfield Group to gather proprietary, AI-driven insights among a sample of US adult consumers. The study found that sugar was the top item people wanted to reduce in their diets.
However, 75 percent also wished there were better-tasting non-caloric options, highlighting taste as a significant pain point in the current market.
Of those who actively reduced their sugar intake, 71 percent reported eating fewer sweet foods, versus only 31 percent using products with non-caloric sweeteners. This indicated room for improvement across reduced-sugar formulations.
Additionally, 7 in 10 consumers who used non-caloric, naturally derived sweeteners reported being interested in new options. There was also widespread interest in clean-label ingredients and negative perceptions of artificial sweeteners.
“This research demonstrates clear demand in the market for new, appealing sweeteners derived from nature,” said Caroline Schwarzman, MycoTechnology’s Head of Business Development.
“Sugar reduction is at the top of consumers' minds, but many feel that achieving this goal requires sacrifice—on taste, price, or perceived health risks. This trade-off prevents the reduced sugar market from reaching its full potential.”
In response, MycoTechnology has developed the first-ever sweet protein from honey truffles, offering an unparalleled solution for sugar reduction. The company continued to scale production and collaborated with food and beverage innovators to bring Honey Truffle Sweetener to market.
“Innovative fermentation technologies have allowed us to target common challenges, establishing a clean sweetness profile with proven safety and digestibility performance and low cost-in-use,” said Ranjan Patnaik, Ph.D., MycoTechnology’s CTO.
“This new solution is designed to address the top concerns of consumers, presenting an opportunity for food and beverage innovators to meet demands and stand out on the shelf.”
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