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Food Innovate Summit, Amsterdam 2017
The future of sugar reduction

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How will the future of sugar reduction look?
Regular Reduced
sugar
Mid cal
all
natural
Mid cal Zero
Benchmark <30% reduction
Clean label
>30% reduction
Stevia
>30% reduction
Artificial
sweeteners
100% reduction
Artificial
sweeteners
?
?

3.
Sugar reduction is not just
about replacing sugar.
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4.
Politics of food & health Consumer empowerment Naturally perfect
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The trends
Shaping the future of sugar reduction
Designed perfection Breaking through

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1.
The silent reduction
of sugar in existing
brands is viable today
but long term this
approach is limited.
2.
Both natural and
artificial sweeteners
have long term
futures as sugar
replacers.
3.
Emerging
generations will
seek satisfaction
beyond sugar and
sweetness.
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Our predictions

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The taste challenge
What does sugar taste like?
Sugar reduction results in:
• decrease of the sweet perception
• decrease of the flavour intensity
• decrease of the fruitiness
(estery orange and pulpy)
When sweeteners are used,
additional taste challenges appear:
• lack of upfront sweetness impact
• off-notes, such as bitterness, licorice,
metallic notes and astringency
• lingering sweetness
• flavour profile interactions
• lack of body, mouthfeel

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The taste challenge
What does sugar taste like?
Sugar reduction results in: When sweeteners are
used, additional taste
challenges appear:

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Intensity Quality Enjoyment
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The role of flavour in sugar reduction
Don’t just think about sweetness
Does it taste like sugar?
Improve mouthfeel
Reduce off-notes of
sweeteners
Improve sugar-like
sweetness profile
Does it taste sweet?
Improve perception of
sweetness intensity
Does it taste good?
Rebalance the flavour
Optimize overal
product taste
Drive consumer
preference

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Prediction 1.
The silent reduction of sugar in exiting brands is viable today
but long term growth of this approach is limited
Why?
• Limitations of taxation
• Push for transparency
• Manufacturer’s self-imposed limitations

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Silent reduction
30% reduction, without impacting the sensory profile
-10% sugar reduction
• Usage of TasteSolutions® Sweet
modifier flavour
• Rework on flavour profile
-30% sugar reduction
• Usage of TasteSolutions® Sweet & Juice
modifier flavours
• Rework on flavour profile
No impact of sugar reduction
on sweetness (intensity and
release), mouthfeel perceptions
and flavour profile
No significant differences between full sugar target and
prototypes on any of the Sense It® attributes
The same great taste
experience for your
consumer’s favourite drinks
Reduced
sugar

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Prediction 2.
Both natural & artificial sweeteners have long term futures
as sugar replacers
Why?
• Natural isn’t always “perfect” enough
• Desire for lowest possible calories
• Taste, value, habits

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Mid cal all natural products
Objective parity of liking with current full sugar version
50% sugar reduced CSD
• From 14 to 7 brix
• Addition of artificial sweeteners
• TasteSolutions® Sweet modifier flavours
• Rework on flavour profile
Product test with 100 consumers
Sugar reduced version significantly
more liked than full sugar product
Superior consumer liking
for low sugar alternative
Mid cal

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Prediction 3.
Emerging generations will seek satisfaction beyond sugar
and sweetness
Why?
• Solutions that mimic sugar aren’t satisfying enough for many
• Less sweet products are desired, but often lack more
than sweetness
• New generations want different experiences and profiles

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Natural, no added sugar
Create a new, tasteful product
No added sugar juice drink
• Addition of Stevia
• Usage of TasteSolutions® Sweet & Juice
modifier flavours
• Rework on flavour profile
Product test with 200 consumers
Achieve similar level of liking
score as successful full sugar
juices on the market
New non-added sugar
products that provide
tasteful and enjoyable
experience
Natural
No
Added
sugar

15.
1.
The silent reduction
of sugar in existing
brands is viable today
but long term this
approach is limited
2.
Both natural and
artificial sweeteners
have long term
futures as sugar
replacers
3.
Emerging generations
will seek satisfaction
beyond sugar and
sweetness
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How Givaudan is preparing for the future...
INTENSITY:
Fully compliant FMPs
and the broadest industry
portfolio of proprietary
ingredients
QUALITY:
Solutions tailored to
specific sweeteners that
bring the best possible
sweetness quality
SATISFACTION:
Flavours so satisfying,
that less sweetness is
still fully liked

16.
Sugar reduction is not just
about replacing sugar.
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Thank you
Food Innovate Summit, Amsterdam, May 2017