Market Trends of United States Food Sweetener Industry
Demand for Plant-based and Clean-label Solutions
The low-sugar, naturally sweet, plant-based ingredients witnessed a growing demand in the market, with monk fruit and stevia being two high-intensity plant-based sweeteners approved by FDA GRAS. The domestic demand for clean labels or natural food products is rising, owing to the growing consumer awareness about the negative health effects of artificial ingredients. In a survey conducted by the International Food Information Council, United States, in 2021, almost 48% of respondents claimed that they paid more attention to the ingredient list on goods and beverages than they did five years ago. Over 22% of respondents said they make an effort to buy foods and drinks with clean ingredients whenever they shop for groceries online.
Clean label is now regarded as a standard in the food industry. A minimal, transparent, and recognizable ingredient list is highly demanded by consumers worldwide, which propels manufacturers to highlight the product's natural origin. Concerns about food handling and excessive usage of food additives, preservatives, sweeteners, and flavorings have led to the consumer demand for transparency in the label and the food supply chain. Food manufacturers are required to include the contents and place of origin on the label. This has led manufacturers to increase the usage of maple syrup in food applications, leading to a rise in the production of maple syrup in the country. Amid growing awareness of the ill effects of artificial additives, the lack of a clean label is proving to be a major restraint in the market.
Increased Application of Sweeteners Across the Bakery Industry
Some of the important functions of sweeteners in bakery products include sweetening, tenderizing, and batter aeration (crystallized sugars). Bakers across the country use sweeteners in biscuits, bread, rolls, cakes, cookies, crackers, doughnuts, and frostings across the United States. According to the Bureau of Labor Statistics, the United States had about 180,000 bakers in 2021. Along with the growth of the bakery industry, the sweetener market is thriving across the United States. Additionally, the rising preference for natural sweeteners in such baked products for health reasons is driving the market's growth.
Consumers across the United States are becoming increasingly sophisticated in their knowledge of health and wellness food products, and many are seeking to alter their diets accordingly. With the growth in food products catering to health-conscious consumers, there is an increase in demand for whole wheat, low-calorie or sugar-free, and gluten-free bakery products, creating potential for low-calorie sugar substitutes in the country. Companies across the region are including bakery ingredients in their portfolios and introducing stevia into their products. Not only does this provide businesses with options to avoid sugar taxes, but it encourages a healthier lifestyle for consumers, thus driving the market.
