Major Brands adapt to the Low or No-sugar Trend.

How major brands are following the trend on low or no-sugar food and beverages which have accelerated after the increase in consumer awareness and demand for healthier products by the pandemic hit.

FREMONT, CA: After COVID'19 led to rapid growth in consumer awareness and demand for healthier products, the major brands across the region are continuing to double their reformulation efforts across sugar, salt, and fat reduction. Owing to which an outlook into what actions APAC food-beverage firms are taking regarding healthier product reformulation was covered in the FNA Deep Dive edition. Even before the pandemic hit the region, sugar reduction in sugar-sweetened beverages was one of the largest sectors that were focused in regards to reformulation and the pandemic has accelerated this even further. The global market for sugar alternatives is projected to reach 20.6 billion dollars by 2025 at a CAGR of 4.5 percent, which was valued at 16.5 billion dollars in 2020.

Experts are expecting to see the fastest rate of growth, especially in the APAC region, owing to the growing consumer awareness, a surge in income and purchasing power, and rising investments. In order to appeal to consumers in the region, even beverage firms such as Coca-Cola, who are aware of this trend, are also taking necessary actions on developing low and no-sugar products by improving the recipe of its Coca-Cola Zero Sugar to be as similar to that of the classic version as possible even without sugar in it.

On which, Rustam Gabaydullin, Coca-Cola Singapore and Malaysia Marketing Manager told Food Navigator-Asia that on how they have blended the flavors and ingredients in the recipe of Coca-Cola Zero Sugar in order to maintain the same classic version and to achieve their goal to get as close as they can with the taste of Coca-Cola Classic but with zero sugar and calories. Further, he added that the growing demand for Coca-Cola Zero Sugar especially in the ASEAN region is noticed owing to the increasing health consciousness, however, they still tend to enjoy the refreshing taste of Coca-Cola​.