U.S.
Close
NUTRITION BENEFITS
BALANCED INDULGENCE
CLEAN & CLEAR LABELS
North America
REGION:
Europe
Latn America
Asia Pacific
Rebuildingfunctionality
Consumers are Sweet Savvy
Consumers Around the Globe Navigate Sugar Reduction
Replace
Navigate the sugar reduction journey around the world
Start Now
Partner for Sweet Success
Methodology
Deep Dive into a World Craving Less Sugars
ADM is your go-to partner for addressing sugar reduction needs and overcoming formulation challenges worldwide.
Get a pulse on current consumer attitudes and behaviors around sugars with ADM’s Outside Voice℠ proprietary research studies, which span across 4 REGIONS and 15 COUNTRIES, surveying 13,900 respondents in 12 LANGUAGES, to analyze the decision-making process influencing purchase and consumption habits.
Click on the iconsfor results by country or by region
Replicate Full Sugar Taste
Solve the industry’s most pressing challenges with SweetEdge®
Rebalance
Rebuild®
Transform your offerings with cutting-edge innovation and insights from ADM. By taking proactive steps to address your sugar reduction challenges today, you can succeed in this ever-evolving journey to achieve great taste and performance—all while reducing sugars.
Replacing sweetness
Rebalancing flavor
ARCHER DANIELS MIDLAND COMPANY DISCLAIMS ANY AND ALL WARRANTIES, WHETHER EXPRESS OR IMPLIED, AND SPECIFICALLY DISCLAIMS THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, AND NON-INFRINGEMENT. OUR RESPONSIBILITY FOR ANY CLAIM IS LIMITED TO THE PURCHASE PRICE OF MATERIAL PURCHASED FROM US. CUSTOMERS ARE RESPONSIBLE FOR OBTAINING ANY LICENSES OR OTHER RIGHTS THAT MAY BE NECESSARY TO MAKE, USE, OR SELL PRODUCTS CONTAINING OUR INGREDIENTS. ANY CLAIMS MADE BY CUSTOMERS REGARDING INGREDIENT TRAITS MUST BE BASED ON THE SCIENTIFIC STANDARD AND REGULATORY/LEGISLATIVE REQUIREMENTS OF THE COUNTRY IN WHICH THE FINAL PRODUCTS ARE OFFERED FOR SALE.
GLOBAL NUTRITION SUPPLY CHAIN
Vast Portfolio of Ingredients
Data & Insights on Consumer Perception & Desire
FormulationExpertise
With a holistic and unmatched approach to sugar reduction,we serve as catalysts of change:
As consumer demands evolve and the regulatory landscape grows more complex worldwide, navigating food and beverage formulation can seem daunting.
ADM adapts to customer and business needs through continued advancements in breakthrough ingredients that focus on consumers’ top priorities. In addition to expecting reduced sugars, they seek:
Understanding Today’s Empowered Consumers
READ LABELS METICULOUSLY
SEEK OUT PARTICULAR INGREDIENTS
DEMAND TRANSPARENCY IN SOURCING
CONSIDER ENVIRONMENTAL IMPACT
Sugar reduction is a balancing act, as modern consumers are increasingly empowered, informed and selective:
79% of U.S. adults limit or avoid sugars Emphasize both great taste and reduced sugars with shared importance Beverages are the most scrutinized when it comes to sugar content and ingredients More likely to view the sugars or sweeteners used on label than other nutrition insights
Methodology Online survey conducted in 15 countries across 12 languages intended to understand consumer attitudes and behaviors around sugar reduction and align values to purchase patterns.
Key insights deep dive into trends:
Attitudes around sugar
Evaluation of product labels
Ingredient preferences
Behaviors across categories
Sample Criteria: Samples are representative of the population based on census data for U.S., Mexico, Brazil and 8 European countries. Asia Pacific samples are representative of major cities across the 4 countries.US: N=2,300 LATAM: N=800; 400 per country EUROPE: N=8,000; 1,000 per country APAC: N=2,800, 700 per country
Unlocking Nature. Enriching Life. sugarreduction@adm.com CKNAEM24(2597/01)
ADM Outside VoiceSM Sugar Reduction Consumer Research 2024 © 2024 Archer Daniels Midland Company
Brazil
88% of Brazilian adults limit or avoid sugars Holds high regard for products with sustainable sourcing claims Seeks alternative sweetening sources like honey Prioritizes reduced sugars mostly in specialized nutrition and beverages especially meal replacement bars, soda and energy drinks
Mexico
92% of Mexican adults limit or avoid sugars Taking action to maintain healthy weight and mental health Seeks out plant-based claims and alternative sweeteners like stevia and agave More likely to have purchased reduced calorie hard seltzers and RTD cocktails
United Kingdom
77% of UK adults limit or avoid sugars Emphasize both great taste and reduced sugars with shared importance Seeks out alternative sweeteners with less avoidance to artificial ingredients than other EU countries Prioritize products that have functional claims including high protein, high fibre and added vitamins/minerals more than other countries
France
83% of French adults limit or avoid sugars Prioritize clean label, recognizable ingredients and seek out Non-GMO or organic claims Sugars in culinary sauces are of more concern than any other category Quality is valued over cost savings in baked goods with significant more likelihood to have purchased artisan breads and cakes than other countries
Spain
91% of Spanish adults limit or avoid sugars Prioritize meeting wellness goals over appealing taste, marking a significant departure from other countries Seeks out alternative sweeteners including stevia and displays a stronger avoidance to artificial ingredients Responses suggest a more preventative approach to maintaining weight and increased attention on calorie intake than other countries
Italy
87% of Italian adults limit or avoid sugars Prioritize meeting wellness goals over appealing taste, marking a significant departure from other countries Displays a stronger avoidance to artificial sweetener ingredients Increased preventative approach on immune health and weight maintenance
Netherlands
80% of Dutch adults limit or reduce or avoid sugars Seek out claims for plant-based ingredients and natural sweeteners More likely to have purchased indulgent categories like carbonated soft drinks, chocolates and ice creams While they may purchase indulgent products, they claim more than any other country, to desire health benefits from their food and beverages
Germany
78% of German adults limit or avoid sugars Indulgence is strongly prioritized more than any other attribute or country Seek out claims for plant-based and no artificial ingredients Sugars in non-alcoholic beverages products are of top concern and they are more likely to have purchased energy drinks, RTD coffees and cocktail mixers than other countries
Romania
89% of Romanian adults limit or avoid sugars Prioritizes reducing sugars over all other attributes Seeks out sugars from natural sources like fruits and honey Strong prioritization for plant-based and sustainably sourced ingredients
Poland
83% of Polish adults limit or avoid sugars Seeks out alternative sweeteners including stevia and erythritol More likely to have purchased nutrition bars and sports performance drinks Responses suggest strong athletic performance in their routines and being more mindful of their cardiovascular health
China
84% of Chinese adults limit or avoid sugars More likely to avoid products containing artificial sweeteners Prioritizes indulgent food and drink in a balanced diet more than other APAC countries More likely to review sweetener use in sports drinks and protein powders
Japan
62% of Japanese adults limit or avoid sugars Likelihood to be more cost conscious on products with health and wellness benefits More likely to be limiting sugars and carbohydrates because of maintaining weight Overall, respondents were much less familiar with alternative sweetening ingredients than other APAC countries
Vietnam
83% of Vietnamese adults limit or avoid sugars Holds high regard for products with sustainable sourcing and plant-based claims More greatly prioritizes products with added functional benefits of high fibre and added vitamins/minerals Seeks out alternative sweeteners with less avoidance to particular artificial and bulk sweeteners than other APAC countries
Australia
82% of Australian adults limit or avoid sugars More likely to seek out sugar-free rather than partially reduced, more than all other APAC countries Prioritizes sugar reduction mostly in snacks and beverages Least likely to review the sweetener used in confections and alcoholic beverages
Leverage the Full ADM Pantry
Solving the industry’s most pressing challenges with SweetEdge®:
Transform your offerings with cutting-edge innovation and insights from ADM. By taking proactive steps to address your sugar reduct on challenges starting today, you can embrace this ever-evolving journey to achieve great taste and performance—all while reducing sugar.
Sugar Reduction Trends by Region: Asia Pacific
8 out of 10 APAC adults intentionally avoid or reduce sugar in their diets; this is especially truewhen also seeking natural claims and monitoring calorie intake.
Going Beyond Sugars
Although sugar influences purchasing choices, it’s essential to delve deeper into consumers’ unique needs beyond just sugar reduction. Sugar reduction is moreimportant when:
1
more when also seeking low-calorie
Although sugar influences purchasing choices, it's essential to delve deeper into consumers' unique needs beyond just sugar reduction. Sugar reduction is more important when:
%
more when also seeking clean label
more when also seekingindulgence
8 out of 10 APAC adults intentionally avoid or reduce sugar in their diets; this is especially true when also seeking natural claims and monitoring calorie intake.
product priorities
top reasons for limiting sugars
behaviors per category
Priorities Taste holds the top spot in consumer priorities. However, recent shifts indicate that reducing sugar content has surged in importance. Failure to meet multiple expectations means shoppers are likely to seek alternative products that fulfill additional criteria.
When searching for new options across 7 categories, APAC consumer priorities sway the most across countries:
45%
38%
26%
Watching calories
Harmful to the body
Don’t like how I feel
Consumer sugar reduction behaviors vary, depending on the category:
87% Non-Alcoholic Beverages
87% Bars & Snacks
85% Dairy
82% Sauces & Dressings
82% Baked Goods
81% Candies & Chocolate
79% Alcoholic Beverages
Consumers are purposefully reviewing labels to align with their sugar reduction goals, focusing on:
The sweetening ingredients are most important when selecting a new...
Carbonated soft drink: 38% Juice drink: 37% Energy drink: 26%
Salad dressing: 47% Condiment: 42% Global culinary sauce: 37%
Chips: 37% Fruit snack/Dried fruit: 33% Cereal/granola bar: 32%
Cake: 35% Cookies: 34% Sweet bread/bun: 31%
Yogurt: 43% Milk (unflavored): 35% Ice cream: 34%
Chocolate: 58% Non-chocolate candy: 38% Chewing gum: 25%
Beer: 49% Wine: 36% RTD cocktail: 34%
Nutrition Facts
+
Calories Per Serving
Sugars Per Serving
Ingredient List
Sweetening Ingredients
Percent of Consumers Review...
Sugar Reduction Trends by Region: Europe
% of EU Adults That Limit or Avoid Sugar by Region
more when also seeking low calorie
more when also seeking indulgence
An average of 8 out of 10 EU adults intentionally avoid or reduce sugar in their diets and of the 8 countries surveyed, some found as high as 9 out of 10 consumers.
Going beyond sugars
Priorities Taste holds the top spot in consumer priorities. However, recent shifts indicate that reducing sugar content has surged in importance, now ranking just as high as taste for many consumers. Failure to meet these expectations means shoppers are likely to seek alternative products that fulfill both criteria.
When searching for new options across 7 categories, EU consumer say their priorities include:
53%
36%
34%
Products are too sweet
83% Bars & Snacks
77% Dairy
86% Sauces & Dressings
79% Baked Goods
78% Candies & Chocolate
65% Alcoholic Beverages
Carbonated soft drink: 42% Juice: 31% Ready-to-drink tea: 17%
Condiment: 34% Pasta sauce: 30% Honey: 22%
Chips: 24% Cereal/granola bar: 23% Crackers: 21%
Cookies: 35% Sliced bread: 19% RTE cereal/granola: 19%
Yogurt: 31% Milk (unflavored): 23% Ice cream: 21%
Chocolate candy: 39% Non-chocolate candy: 25% Chewing gum: 20%
Beer/cider: 31% Wine: 26% Hard spirits: 14%
Behaviors per category
69%
80%
Western Europe
Germany, France, Netherlands
Eastern Europe
Poland, Romania
86%
Southern Europe
Spain, Italy
89%
Sugar Reduction Trends by Region: Latin America
Adapting to warning labels
An average of 9 out of 10 LATAM adults intentionally avoid or reduce sugar in their diets and consumers are adapting to new taxes and labels on products with excess sugars.
35%
90% Specialized Nutrition
86% Dairy
68% Alcoholic Beverages
88% Non-Alcoholic Beverages
84% Snacks & Confections
84% Baked Goods
Carbonated soft drink: 52% Juice drink: 44% Sports drink: 22%
Protein/energy bar: 31% RTD nutritional drink: 28% Meal replacement bar: 28%
Chocolate: 50% Cereal bars: 39%(Mexico only) Sweets: 27%
Cookies: 39% RTE cereal/granola: 29% Sweet breads: 29%
Yogurt: 28% Yogurt drink: 25% Milk (unflavored): 25%
Beer: 39% Wine: 31% RTD Cocktail: 21%
Retail products are now scattered with black boxes or stop signs, pointing out to consumers which products are in excess for nutrients like sugars, sodium, saturated fat and calories.
Over 40% of consumers say they will continue to buy all products despite having the warning label.
Opinions on the black warning label:
Products seen most with the label: 59% Chocolates 52% Non-Alcoholic Beverages 48% Cereals 47% Sweet Candies 42% Snacks 42% Dairy
Taste holds the top spot in consumer priorities. However, recent shifts indicate that reducing sugar content has surged in importance. Failure to meet multiple expectations means shoppers are likely to seek alternative products that fulfill additional criteria. When searching for new options across 6 categories, LATAM consumers say their priorities include:
Sugar Reduction Trends by Region: North America
8 out of 10 U.S. adults intentionally avoid or reduce sugar in their diets with a majority stating it’s the most important thing they’re addressing in their diets.
39%
In foods lacking other nutrients
Consumer sugar reduction behaviors vary, depending on the category, with indulgent products like chocolate being more forgiving.
66% Non-Alcoholic Beverages
60% Bars & Snacks
44% Candies & Chocolate
61% Sauces & Dressings
56% Baked Goods
54% Dairy
Carbonated soft drink: 69% Energy drink: 66% Sports drink: 63%
Pancake syrup: 69% Salad dressing: 49% Global culinary sauce: 43%
Nutrition/protein bar: 65% Fruit snack/dried fruit: 63% Cereal/granola bar: 61%
Fruit pie: 60% Cookies: 55% Cake: 53%
Milk alternative: 59% Ice cream: 54% Yogurt: 50%
Chocolate candy: 59% Chewing gum: 57% Non-chocolate candy: 52%
Taste holds the top spot in consumer priorities. However, recent shifts indicate that reducing sugar content has surged in importance, now ranking just as high as taste for many consumers. Failure to meet these expectations means shoppers are likely to seek alternative products that fulfill both criteria.
When searching for new options across 6 categories, U.S. consumers say their priorities include: