Navigating Expo-Alternative Sweeteners

Navigating Expo

Your guide to understanding the sweet side of Natural Products Expo West

mericans’ ongoing struggle with obesity and diabetes continues to drive strong growth in two key areas: healthy fats and alternative sweeteners. Use this guide to help you understand the category and find innovative brands and products in the space. The growth of alternative sweeteners is driven by a few different factors. The obesity and diabetes epidemics are the macro forces that don’t seem to be going anywhere, and are major influences on consumer choices and behaviors. As research has evolved around sugar and processed foods, the importance of a healthy microbiome and how the body stores fat, consumers have taken a growing interest in avoiding or reducing their consumption of refined sugars. They still want to enjoy foods and indulge in things like dessert, but there’s a growing expectation that they can do so in healthier ways—and that’s driving growth for alternative sweeteners, both as a standalone category and as ingredients in countless packaged foods and beverages.

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What to know about alternative sweeteners

Consumer segments driving growth of alternative sweeteners

Consumers who are calorie conscious but may be avoiding the chemical additives in alternative sweeteners of the past; and consumers who are diabetic or prediabetic or watching their glycemic index for some other reason.

Consumers who simply want to indulge in sweets but feel they can do so in ways that don’t have the negative health impacts that they associate with high-fructose corn syrup or other refined processed sugars.

This trend has manifested in a variety of products and categories. Monkfruit is a fast-growing natural sweetener. While it has small market share, it has the fastest growth—more than doubling its products from 152 at Expo West 2017 to 319 at Expo West 2019 (representing 88% share growth), said Amanda Hartt, lead market analyst for NEXT Data & Insights, the research arm of New Hope Network. Erythritol has momentum, with nearly 30% share growth in the same period, while stevia actually declined 20% of share growth. Blends are also on the rise, said Hartt, “as a way to help capture the health benefits while preserving the taste and flavor and texture of the product.” Growth is strong even among more caloric sweeteners, such as honey and date syrup, that have appeal just because they’re less processed and may have a lower glycemic load than refined sugar.

Keto

Because the vilification of sugar is central to the keto and paleo diets, they have contributed to the rise of low-glycemic options on the market—which are also attracting a wider audience as even non-dieting consumers pay more attention to what they’re eating and take control of their health. As a result, while low-glycemic is down overall, there’s growth in categories that naturally offer low-glycemic options as buyers seek to avoid the spikes in blood sugar that they’ve been cautioned to avoid: bakery; sauces, spices and seasonings; frozen food; dairy; drinks; snacks, cookies and candy.

The fat- and protein-heavy diet continues to grow, driven by the larger consumer trend toward healthy fats and vilifying sugar, and the high rates of diabetes and obesity underlying that trend. Product offerings that make it easier for people to follow the diet are expanding, with on-trend ingredients like MCT oil and pili nuts growing quickly. Keto-friendly products have shown up across the food, beverage and supplement categories, with share growth of keto catering products at 87% in hard-to-achieve ketosis carb-loading categories like snacks, cookies, baked goods and granola bars.

Market manifestations

BioNeutra North America, Inc. Fearless Keto Outer Aisle Run-A-Ton Group

KetoLogic/FBOMB Kiss My Keto NuNaturals Sencha Naturals

KiZE Concepts Solara Laboratories Verve, Inc.

Market manifestations

Consumers are increasingly showing an interest in supporting companies that align with their values, particularly in the natural foods industry. And a growing number of brands are exploring different ways to create both social impact as well as high-quality products that consumers want to buy. When it comes to alternative sweeteners, companies are proving that sourcing and mission matters. From giving back to their communities, to limiting use of plastic in their packaging, to making commitments to environmental and social justice, more alternative sweetener companies are building social impact into their missions.

Social impact

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With the many roles sugar plays in a food system, it might seem that sacrifices are inevitable in sugar reduction. Discover how innovations in stevia are breaking new ground in sweetness.

Sweet Spot: The Growing Interest in Stevia Sweeteners

Wholesome Allulose is a delicious rare sugar that is calorie free. This non-GMO calorie free sweetener tastes like sugar with a mild clean sweetness, no bitterness and no aftertaste. Allulose is found naturally in figs, raisins and kiwi, and ours is made from non-GMO corn. Wholesome Allulose is also free from fillers, preservatives and flavors, making it the perfect zero calorie sweetener. Granulated Allulose is the best calorie free sweetener for baking. Allulose keeps cupcakes, muffins, quick breads and brownies moist and fluffy rather than dried out. Allulose dissolves easily so it’s perfect for your morning coffee, iced tea, smoothies or sprinkling over granola. Wholesome Allulose contains 0 net carbs, is Keto Certified, and has no glycemic impact, so you can use it to keep life’s moments sweet while keeping carbs low.

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Monkfruit is a fast-growing natural sweetener

152

products in 2017

319

Blends are also on the rise, as a way to help capture the health benefits while preserving the taste and flavor and texture of the product.”

When it comes to alternative sweeteners, we recommend trying items with different types of sweeteners as many people have personal preferences on which type of sweeteners they enjoy.”

products in 2019

BioNeutra North America, Inc. Fatso High Performance Peanut Butter Fearless Keto Outer Aisle KetoLogic/FBOMB Kiss My Keto KiZE Concepts Know Brainer Foods Lily's Sweets Love Good Fats Madhava, Ltd. Marquis Beverages

Minna NuNaturals Poppilu, Inc. Sencha Naturals Smart Baking Company Solara Laboratories Steaz Genius Foods Unbun Foods Verve, Inc. World Finer Foods

There’s some evolution underway in how brands communicate the use of these ingredients on their labels. Some are starting to distinguish between “no added sugars” and “no added sweeteners” and some are even starting to use “no sugar alcohols.” Growth of alternative sweeteners transcends any particular category. Non- or low-caloric sweeteners like monkfruit and stevia are concentrated mainly in the condiments, confectionaries and beverage categories, while caloric-but-less-processed sweeteners like fruit juice, date sugar or date syrup, honey, agave, tapioca or maple syrup and coconut sugar are showing up in everything from energy bars to bottled beverages. The broad reach of the trend might be extra incentive for retailers to pay attention. “Natural sweeteners have certainly expanded,” said Aaron Gottschalk, general manager of Wildberries Marketplace. “We are dedicating two shelves to the SKUs we carry. Swerve and Lonkato are probably the top sellers of the burgeoning category.” Angela Carren, Nature's Food Patch digital marketing and promotions manager, recommends sampling products before stocking as much as possible. “When it comes to alternative sweeteners, we recommend trying items with different types of sweeteners as many people have personal preferences on which type of sweeteners they enjoy.”

Erythritol has momentum

NEXT Data & Insights

- Amanda Hartt lead market analyst, NEXT Data & Insights

- Angela Carren digital marketing & promotions manager, Nature's Food Patch

#3476 #H614 #M316 #5683 #H1004 #4971 #H432 #N1901 #5057 #H321 #2405 #2132

#H1112 #414 #H529 #5642 #H1002 #4578 #1956 #1088 #8615 #5537 #982

The broad reach of the trend might be extra incentive for retailers to pay attention. “Natural sweeteners have certainly expanded,” said Aaron Gottschalk, general manager of Wildberries Marketplace. “We are dedicating two shelves to the SKUs we carry. Swerve and Lonkato are probably the top sellers of the burgeoning category.” Angela Carren, Nature's Food Patch digital marketing and promotions manager, recommends sampling products before stocking as much as possible. “When it comes to alternative sweeteners, we recommend trying items with different types of sweeteners as many people have personal preferences on which type of sweeteners they enjoy.”

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