Across the globe, everyone is reining in their sugar intake, according to ADM, which recently launched a new interactive tool designed to provide consumer insights on regional sugar reduction trends.
 
ADM researchers surveyed 13,900 people in 15 countries across four regions to determine their purchase behaviors. On average, 83% of consumers are limiting or avoiding sugars in their diets, but the products of particular concern vary widely.
 
In North America, 69% of shoppers evaluate pancake syrup bottles to review sugar content and ingredients on labels, while syrup doesn’t make the list in other regions. Sugar scrutiny over non-alcoholic beverages is a global priority, but sweetener preferences vary widely across different regions. North Americans prioritize milk alternatives, while Europeans are focused on the quality of chocolates and pastries, and in Latin America and Asia Pacific, snacks and specialized nutrition are top areas for product evaluation.
 
“It’s clear how significant monitoring sugar consumption is, no matter the region. That’s why we have invested in extensive research and analysis to understand attitudes towards sugar, motivations for reading labels, and unique ingredient preferences,” said Sarah Diedrich, senior marketing director for global sweetening and texturizing solutions at ADM. “We began this journey two years ago, and it has culminated in the launch of a new interactive insights tool that provides users with an in-depth look at the nuances of consumer behavior across the globe.”
 
A significant majority of the population is reducing their sugar intake, with countries like Mexico, Spain, Romania, and Brazil seeing 90% of consumers declare they limit or avoid sugars. Respondents place sugar reduction on equal footing with satisfying taste across most of the globe, and Asia Pacific consumers prioritize it even more substantially.
 
“Our research delivers valuable insights for product development,” said Diedrich. “It serves as a roadmap for formulation strategies, highlighting the 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. 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.”
 
With the insights tool, country-specific highlights are a major feature. For instance, consumers in Poland are more likely to have purchased nutrition bars and sports performance drinks, citing athletic and cardiovascular goals more than other European nations. Australians are more likely to seek out sugar-free products rather than offerings with partially reduced sugar, particularly when compared to three other Asia Pacific countries. In Mexico, plant-based claims and alternative sweeteners like stevia and agave are sought after, and Brazilians hold high regard for products with sustainable sourcing claims.
 
“These are just a few trends identified in the extensive statistics organized in our new interactive tool, designed to help navigate consumer desires for limiting sugars,” said Diedrich. “Supplying global and local insights is just the first step to our holistic approach to achieving successful sweetening solutions. Paired with formulation expertise and our vast portfolio of ingredients – all parts come together to address global nutrition goals.”
 
ADM specializes in replicating full-sugar taste through its proprietary approach, which combines sweetening systems with flavors and other enabling ingredients to replace sweetness, rebalance flavor, and rebuild functionality.