Consumer study reveals market gap for natural sugar alternatives
New research from MycoTechnology highlights consumer preferences for sugar reduction and natural sweeteners, as the company prepares to showcase its novel honey truffle-derived sweet protein at BevNET Live this December.
Research findings
A new consumer study has identified significant market potential for naturally derived sugar alternatives in the United States, with data showing that sugar reduction remains the primary dietary modification goal amongst adults. The research, commissioned by ingredients firm MycoTechnology and conducted by Brightfield Group using AI-driven analytics, found that 75% of respondents desire better-tasting non-caloric sweetener options.
Consumer behaviour patterns
The study revealed that most consumers attempting to reduce sugar intake (71%) primarily do so by limiting their consumption of sweet foods, rather than adopting sugar alternatives. Only 31% reported using non-caloric sweeteners, suggesting significant barriers to adoption of current market offerings.
Furthermore, amongst users of natural non-caloric sweeteners, 70% expressed interest in trying new options. The data indicated widespread preference for clean label ingredients, coupled with negative associations regarding artificial sweeteners.
Technical development
MycoTechnology’s response to these findings has been the development of what it claims is the first sweet protein derived from honey truffles. According to Dr Ranjan Patnaik, the company’s Chief Technology Officer, their fermentation process has addressed key technical challenges: “Innovative fermentation technologies have allowed us to target common challenges, establishing a clean sweetness profile with proven safety and digestibility performance, and low cost-in-use.”
Market implications
Caroline Schwarzman, Head of Business Development at MycoTechnology, noted that current market offerings often require compromises: “Sugar reduction is top of mind for consumers, but many feel that achieving this goal requires sacrifice—on taste, price or perceived health risks. This trade-off is preventing the reduced sugar market from reaching its full potential.”
Industry event showcase
Food and beverage professionals can experience the new sweetener at BevNET Live on 9 December in Marina del Rey, California. The company will conduct a workshop featuring both research findings and product tasting sessions. The event will explore strategies for optimising customer satisfaction through innovative approaches to sugar reduction and flavour enhancement. Visit the event page to learn more and register.
MycoTechnology, established in 2013 and based in Aurora, Colorado, has raised $220M in funding and operates from an 86,000 sq ft facility. The company specialises in fungal fermentation technology and has previously brought ClearIQ™ natural flavour modifier to market globally.
