Motion on Sugar’s stance on how society can cut back their sugar consumption revolves round implementing a multifaceted method involving schooling, trade improvements and coverage interventions.
World efforts to scale back sugar
“Empowering shoppers with clear, clear labelling and elevating consciousness of the well being impacts of extreme sugar consumption is significant,” says Dr Kawther Hashem, Head of Analysis and Impression at Motion on Sugar primarily based at Queen Mary College of London.
Offering shoppers with readability on merchandise’ claims, components and sourcing is a key pattern in 2025, reflecting shoppers’ requires elevated transparency on the contents of the gadgets of their baskets. Market analysis firm Innova has launched its prime developments for 2025, anticipating ingredient high quality might be an growing focus for private-label manufacturers.
“Authorities initiatives, reminiscent of obligatory sugar discount targets and incentivising more healthy reformulation, are additionally essential to shift consumption patterns at scale,” Hashem says. In response to the Weight problems Proof Hub, a minimum of 54 international locations worldwide have launched taxes on sugar-sweetened drinks, prompting shifts within the meals and beverage’s outlook on sugar content material in formulations.
The World Well being Organisation (WHO) advisable the globe make strides in direction of lowering the consumption of free sugars nearly a decade in the past, advising shoppers to decrease their every day sugar consumption to lower than 10% of their general power consumption. The World Motion on Salt, Sugar & Well being, a part of Queen Mary College of London, has just lately celebrated its schooling and knowledge initiative, Sugar Consciousness Week. Happening from 18th-Twenty fourth November, the week calls on producers to decrease the quantity of sugar of their formulations.
In the meantime, in trade, pure sweeteners and zero-sugar alternate options to weight-reduction plan merchandise have appeared as main evolutions of the sugar-reduction motion in 2024.
Confectionery can contribute to sugar-reduction efforts
The confectionery trade performs a key position by reformulating merchandise to comprise much less sugar and energy. “Innovating with pure sweeteners, smaller portion sizes and providing a various vary of low- and no-sugar choices can considerably cut back the sugar consumption in shoppers,” says Hashem.
In 2024, confectionery shoppers are more and more exploring more healthy alternate options to conventional treats. As a part of its ‘More healthy Dwelling’ pattern, Innova analysis finds that sugar discount is the first focus for innovation in confectionery, with sugar discount driving new product improvement (NPD) in chocolate, sweet and gum. Information from analysis supplier Circana reveals that in 2022, low-sugar varieties have been an vital buying driver for confectionery shoppers, with greater than 40% in search of low-sugar varieties.
“Moreover, accountable advertising practices, reminiscent of not focusing on kids with excessive sugar merchandise, are equally vital,” Hashem provides.
Changing typical ranges of sugar in well-liked confectionery merchandise with lowered sugar choices can present an answer. Nevertheless, efficient advertising methods are wanted to advertise them and solely after they substitute the favored merchandise. “Simply creating extra selection doesn’t essentially persuade shoppers to modify to more healthy alternate options, solely when the more healthy different is the choice accessible,” Hashem says.
Indulgence and more healthy alternate options
Because the sugar-reduction pattern grows, producers are exploring methods to stability responding to shoppers’ curiosity in indulgence with better-for-you varieties. Motion on Sugar highlights that almost all merchandise are indulgent from a dietary perspective inside confectionery.
“By definition, a confectionery shouldn’t be a wholesome meals,” says Hashem. “It received’t be a wholesome meals, and corporations should be trustworthy about this,” Hashem provides. The organisation confirms that whereas there may be ‘more healthy’ confectionery, there may be not wholesome confectionery, a minimum of in accordance with present measures of the healthfulness of food and drinks merchandise utilizing the Nutrient Profile Mannequin, developed by the UK’s Meals Requirements Company.
In response to ongoing efforts to scale back the quantity of sugar in world formulations, the confectionery sector can pursue a number of measures. “The confectionery sector ought to take proactive steps to reformulate merchandise, innovate more healthy alternate options and cut back portion sizes the place applicable,” says Hashem.
Together with committing to accountable advertising, notably avoiding the promotion of high-sugar merchandise to kids, the organisation states producers must work with retailers to not fall foul of the present promotions rules, reminiscent of these applied within the UK on excessive in fats, salt or sugar (HFSS) merchandise.
