USA – According to ADM’s Outside Voice survey of 13,900 people across 15 countries, 83% of respondents are limiting or avoiding sugar in their diets, though priorities and product categories of concern differ significantly between regions.
Diverse regional priorities in sugar monitoring
The study spotlights a growing global focus on reducing sugar consumption, but with localized variations.
In North America, 69% of shoppers scrutinize labels on pancake syrups for sugar content, a concern not mirrored in other regions.
Globally, non-alcoholic beverages remain a focal point for sugar reduction. However, preferences shift when it comes to specific categories: North Americans emphasize milk alternatives, Europeans evaluate chocolates and pastries, and Latin Americans and Asia-Pacific consumers prioritize snacks and specialized nutrition products.
“Monitoring sugar consumption is a universal concern,” noted Sarah Diedrich, Senior Marketing Director of Global Sweetening & Texturizing Solutions at ADM. “Our research has revealed the unique motivations behind label-reading behaviors and the distinct ingredient preferences that drive consumer choices.”
Tool to navigate global sugar trends
To assist manufacturers in decoding these trends, ADM has launched an interactive insights tool. This platform offers a comprehensive view of global sugar reduction efforts, detailing the nuances of consumer behavior in individual markets.
In Mexico, Spain, Romania, and Brazil, over 90% of respondents actively limit or avoid sugar, reflecting a strong commitment to reducing sugar consumption.
In the Asia-Pacific region, consumers prioritize health benefits and ingredient quality more than other areas, showcasing a preference for products that align with wellness goals.
Polish shoppers exhibit heightened interest in nutrition bars and sports drinks, driven by a focus on athletic and cardiovascular objectives.
In Australia, sugar-free products are more popular than those with partially reduced sugar, highlighting a clear preference for complete sugar elimination.
Mexican consumers favor plant-based claims and natural sweeteners such as stevia and agave, while in Brazil, sustainable sourcing claims significantly influence purchasing decisions.
ADM’s tool not only maps these preferences but provides manufacturers with actionable data to guide formulation strategies and support market entry.
Balancing taste with nutrition goals
ADM’s research reveals that while consumers demand reduced sugar options, taste remains a non-negotiable factor.
In indulgent categories such as confections, ice cream, and bakery items, there is a shift toward examining ingredient quality and sweetening choices rather than strict calorie counts.
“Our Replace, Rebalance, Rebuild approach enables us to replicate full-sugar taste while meeting consumer demands,” explained Diedrich. “By leveraging sweetening systems, flavors, and enabling ingredients, we help manufacturers deliver great-tasting products with reduced sugar content and clean label appeal.”
Commitment to innovation in sugar reduction
ADM’s extensive research and evolving ingredient portfolio position it as a leader in addressing sugar reduction challenges.
From alternative sweeteners to advanced formulation techniques, the company continues to provide solutions that balance health, taste, and sustainability.
“Helping brands navigate consumer desires for limiting sugar is just the beginning,” Diedrich concluded. “Our holistic approach combines insights, ingredient innovation, and formulation expertise to support global nutrition goals.”
