Balancing Health and Indulgence: Are your ingredients attracting or repelling target consumers?

SPONSORED CONTENT FROM MycoTechnology Feb. 24, 2025 at 12:00 am

Brands are navigating complex attitudes toward sugar reduction. Research shows that American consumers are looking for new, better-tasting sugar alternatives.

Beverage formulators are adapting to ever-evolving trends and increasingly complex consumer preferences. Both indulgence and health are key factors in purchasing decisions, and many brands are striving for balance in order to maximize appeal.

Taste is undoubtedly a priority, but consumers are also mindful of gaining functional health benefits, reducing sugar intake, and avoiding artificial ingredients.¹ Nearly 80% of American adults say that they read nutrition facts panels² and there is more information available about the perceived health effects of ingredients than ever before, presenting both opportunities and challenges for those who are trying to make informed product choices.

The Shift Toward Sugar Reduction

Sugar reduction has become one of the most critical goals for health organizations, manufacturers, and consumers alike. In the US, 60% of consumers exceed the intake recommended by national dietary guidelines³, and most are now aiming to curb their sugar consumption. Recent research commissioned by MycoTechnology explored attitudes toward sugar reduction and high-intensity sweeteners among a sample of US adult consumers, revealing sugar as the top item that people want to reduce in their diets. Despite good intentions, 54% claim that they still struggle to limit their consumption because they “can’t resist it”. While there are many non-caloric alternatives used in food and beverages today, they are not all equal in the eyes of consumers, and sugar reduction remains a challenge.

Consumer Sacrifices and Missed Market Opportunities

In the current market, consumers often need to prioritize certain preferences, while sacrificing others. When asked about what they look for in food and beverage products, respondents showed interest in clean-label ingredients, combined with an avoidance of artificial additives. Over 80% believe that naturally derived sweeteners are healthier than their artificial counterparts, and there is general uncertainty about the safety of existing sweeteners. Taste is a major pain point in reduced sugar formulations, and 75% of US adults say that they wish there were better-tasting non-caloric options available.¹

Consequently, many people are simply opting out of sweetened product categories. Among consumers who are actively reducing their sugar intake, 71% responded that they achieve this goal by eating fewer sweet foods, and 55% by drinking fewer sweet beverages.¹ Only 31% said that they are using products with non-caloric sweeteners, highlighting limitations across existing formulations and the way that they are perceived by consumers.

Caroline Schwarzman, MycoTechnology’s Head of Business Development, comments, “Sugar reduction is top of mind for consumers, but many feel that achieving this goal requires sacrifice—on taste, price or perceived health risks. This trade-off is preventing the reduced sugar market from reaching its full potential.”

A Dynamic Approach to Consumer Satisfaction

It’s clear that there isn’t a one-size-fits-all solution when it comes to sugar reduction, and according to consumers, there is room for improvement. While many people consume naturally derived sweeteners, 7 in 10 of those consumers say that they would be interested in new options.¹ More diverse ingredient toolkits can allow formulators to adapt to changing consumer preferences, tailor products to their target markets, and reach a wider customer base that might otherwise opt out.

Tapping into unique, naturally derived ingredients can reduce the need to compromise between taste and clean labels, allowing formulators to broaden their appeal. MycoTechnology’s fungi-derived ingredient solutions are developed to facilitate both health and indulgence. ClearIQ™ natural flavor, created via mushroom mycelial fermentation, is a clean-label, multifunctional flavor modifier that helps to mitigate a range of challenging off-notes, enabling the inclusion of more nutritious ingredients without impacting flavor profiles. In response to current sugar reduction challenges, MycoTechnology is also developing the first ever sweet protein from honey truffles, offering a new solution to limit sugar while checking more boxes for consumers.

“We’re excited to deliver this new, naturally derived sugar alternative to the market, with a clean sweetness profile and low cost-in-use,” says Jordi Ferre, MycoTechnology’s CEO, “This innovative solution targets the top concerns of consumers and has the potential to unlock major opportunities in the market, supporting global sugar reduction efforts.”

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