As consumers scrutinize their sugar intake, brands have the opportunity to expand their appeal with products featuring sugar-free or low-sugar alternatives. Consumers take a personalized approach to meeting their health and wellness goals, and thus sweetening and sugar reduction is not achievable in a one-size-fits all solution.

When it comes to sugars, a personalized approach is necessary. According to ADM’s OutsideVoiceSM research platform, sugar-conscious consumers tend to fall into one of three categories, each with its own attitudes, behaviors and ingredient preferences.

Meet: The Prohibitionists

16% of consumers are considered Prohibitionists and say too much sugar and artificial sweeteners are unnecessary in products today. They’re driven by concerns about weight loss, blood sugar, mood and performance, or the management of chronic diseases. They’re also very aware of sugar lurking in various categories, and will avoid sweeteners that get a bad rep, as well as entire categories like soda or fruit juice.

Reduced Sugar Glucose Syrup:

Meet: The Moderationists

28% of consumers fall into this category, agreeing that balance is critical when it comes to sugar. These consumers crave permissible indulgence and seek higher quality products they can savor. They’re willing to indulge in a bite of cake, or a sweet treat on the weekends. For these consumers, improved ingredients and balanced indulgence are key.

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Meet: The Naturalists

Lastly, we have the consumers who embrace sugar when it’s used purposefully. About 30% of consumers fall under this category. These consumers want an elevated experience from sources such as cane, maple, palm, honey, date and coconut, as well as zero calorie natural sweeteners. In addition to being more inclined to purchase naturally sweetened products, they may also prefer less-sweet food and beverage profiles.Reduced Sugar Glucose Syrup:

Allulose:

Dry Molasses and Honey: