ADM has unveiled a new interactive insights tool that examines how people across the world are navigating their sugar reduction journeys.
This follows proprietary research conducted by the American agribusiness over the past two years including an online survey of around 13,900 people in 15 countries across four regions. Among the topics discussed with respondents were their attitudes around sugar, evaluation of product labels, ingredient preferences, and behaviours across categories.
Comprehensive data from the survey has been compiled in the interactive tool, allowing food and beverage manufacturers to toggle between different countries to get a clear view of their similarities and differences.
The research found that on average, 83% of consumers are limiting or avoiding sugars in their diets – however, the products of particular concern vary widely.
The UK was below the global average with only 77% of adults looking to limit or avoid sugars. This was actually one of the lowest rates across the entire world, only above Japan’s 62%. Meanwhile, European citizens appeared keener to reduce their sugar intake, recording proportions of 78% in Germany, 80% in the Netherlands, 83% in France, 87% in Italy, and 91% in Spain.
Additionally, Brits were found to be seeking out alternative sweeteners with less avoidance to artificial ingredients compared to consumers in other countries on the continent. Great taste and reduced sugar were regarded with shared importance by those surveyed in the UK, who were also prioritising products that have functional claims including high protein, high fibre, and added vitamins and minerals.
“It’s clear how significant monitoring sugar consumption is, no matter the region,” commented Sarah Diedrich, senior marketing director, global sweetening & texturising solutions at ADM. “That’s why we have invested in extensive research and analysis to understand attitudes towards sugar, motivations for reading labels, and unique ingredient preferences.”
Diedrich said ADM’s research delivers valuable insights for product development and serves as a roadmap for formulation strategies, highlighting the most important elements on nutrition labels and ingredient declarations that resonate with shoppers from one category to the next.
“Furthermore, we leverage this data when partnering with brands as they enter new global markets. For example, we’ve observed that consumers are more forgiving on calories and sugar tallies in indulgent food categories like confections, ice creams and sweet bakery,” she added.
“However, there is a notable shift toward reviewing the quality of ingredients and sweetening choices in these segments. From this foundation, we can educate brands on the acceptability of ingredients in different regions, which allows them to appropriately balance great taste with label appeal.”
ADM said it was uniquely positioned to replicate full-sugar taste through its proprietary approach, Replace Rebalance Rebuild, which uses sweetening systems alongside flavours and enabling ingredients to replace sweetness, rebalance flavour, and rebuild functionality.
The new interactive tool can be accessed it for free via this registration link.
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