Sugar reduction is not only top of mind for many consumers, but the U.S. Food and Drug Administration (FDA) as well. In January, the FDA proposed a front-of-package (FOP) nutrition label for most packaged foods. 

If enacted, the FOP nutrition label, also referred to as the “Nutrition Info box,” would provide information on saturated fat, sodium, and added sugars content in a simple format showing whether the food has “Low,” “Med” or “High” levels of these nutrients.

“The science on saturated fat, sodium, and added sugars is clear,” said FDA Commissioner Robert M. Califf, M.D., in a statement. “Nearly everyone knows or cares for someone with a chronic disease that is due, in part, to the food we eat.”

These statements make it clear that sugar is a serious topic for the dairy industry — as well as ingredient suppliers — to address. Fortunately, as Dairy Foods has covered in recent years, sugar reduction remains a top priority for the dairy industry.

Therefore, let’s take an in-depth look at sugar reduction in relationship to the hot GLP-1 weight management trend, what types of dairy products are capitalizing on the sugar-reduction trend, plus much more.

Starting off with GLP-1 and related health and wellness trends, registered dietitian June Thompson stated during “Leveraging Dairy’s Health Halo to Attract Young and Non-Traditional Consumers,” an educational session taking place on Jan. 27 during the IDFA Dairy Forum, that consumers on GLP-1 medications must make nutrient-dense food choices.

“There is nothing better than dairy to do that,” she asserts.

“This is a huge opportunity for dairy,” adds Amanda Blechman, nutrition and scientific affairs for Danone North America. “It is a very hot trend that does not seem to be going anywhere.”

“Dairy is a healthy food that tastes good,” continues Yin Woon Rani, CEO of the National Fluid Milk Processor Promotion Board. “We need to get that message out before the window closes.”

In a separate IDFA session on Jan. 28 entitled “Dairy in an Evolving Health Environment,” Marie Latulippe, director of science programs, Institute for the Advancement of Food and Nutrition Sciences, noted some companies are marketing yogurt toward those on GLP-1, and anecdotally, these campaigns are working. 

Joanne Slavin, Ph.D., RDN, professor, Department of Food Science and Nutrition, University of Minnesota, stressed that protein is key for GLP-1 users, because people taking these medications are losing weight as intended, but are also losing muscle mass at the same time. 

“They need high-quality protein,” Dr. Slavin said. “Dairy is in a great position.”

Reduced sugar and GLP-1s

Responding directly to Dairy Foods regarding reduced-sugar dairy products and the health and wellness GLP-1 opportunity, Cargill’s Bret Barhoover, marketing director for specialized nutrition, Wayzata, Minn.-based Cargill, suggests reduced and no-sugar-added formulations are a natural complement to broader health and wellness trends.

“Whether consumers are using GLP-1 medications for weight management or are reducing sugar intake as part of their overall wellness plan, demand for reduced and no-sugar-added products continues to grow. For processors, the key is limiting added calories from sugar while still delivering an enjoyable eating and drinking experience,” he says. 

“Sustaining weight loss is just as important as [losing] it, and consumers will need ongoing nutritional support to maintain their progress,” Barhoover adds. “Without lasting lifestyle changes, they may quickly regain lost pounds. Food solutions that offer reduced sugar, fewer calories, and positive nutrition can help bridge the gap.”

ADM’s proprietary research shows that 57% of U.S. adults are taking specific actions to manage their blood sugar, with 70% seeking more low-sugar options. Concurrently, the rapidly growing segment of consumers engaging with anti-obesity medications (AOMs), including GLP-1 receptor agonists, is putting an even greater spotlight on sugar reduction, states Kristina Arslain, technical solutions manager for the Chicago-based company.

“Among over 1,500 active AOM users in the U.S., 57% state they now pay more attention to a product’s added sugar content. These consumers also experience altered taste preferences and sweetness perceptions, with 64% saying they have fewer cravings for sweet foods,” Arslain reveals. “These compounding factors make reduced-sugar products with the right sweetening solutions a critical component for consumers taking AOMs, those reducing or discontinuing their use, as well as those on different weight management journeys.”

Dairy manufacturers wishing to reach these AOM consumers with tasty low- or no-sugar products should clearly communicate the connection to metabolic health support, Arslain suggests. “Notably, 83% of AOM users find products specifically marketed as being supportive of people on GLP-1 treatments appealing, and over 80% would be willing to pay more for these food and beverage products.”

Although reducing sugar can be ideal for marketing to those on AOMs, there can be other sugar-reduction benefits as well. According to Emily O’Chiu, Food Scientist II, Fenton, Mo.-based IFPC, “Cutting back on sugar can help to avoid blood sugar spikes and improve insulin sensitivity. Additionally, some sugar replacement solutions like soluble corn fiber and inulin are prebiotics with major benefits to digestive wellness and support a healthy gut microbiome.”

Cargill’s Amber McKinzie, marketing manager for sugar reduction, notes, “Beyond weight gain and obesity, the Centers for Disease Control links overconsumption of added sugar to health problems such as type-2 diabetes and heart disease.” 

Ideal sugar replacements

Obviously, reduced-sugar dairy products have to taste good, or consumers will not purchase them. Several natural sugar-replacement ingredients are available, including stevia. 

The Global Stevia Drinks Market was valued at $723.9 million in 2023 and is anticipated to reach $1.049 billion by 2030, achieving a compound annual growth rate of 5.4% during the forecast period 2024 to 2030, according to India-based Values Reports. 

Cargill's McKinzie adds: “When it comes to sugar reduction, there’s never a single, drop-in solution that meets every goal and solves every challenge. Label considerations, sugar-reduction and/or calorie-reduction goals and cost-in-use requirements are among the factors we consider with every project. Further, each application brings its own unique challenges. That’s why we’ve developed a portfolio of sugar-reduction tools that includes sweeteners like stevia, erythritol and allulose, along with other supporting ingredients like texturizers and emulsifiers.”

 “When it comes to sugar reduction, there’s never a single, drop-in solution that meets every goal and solves every challenge. Label considerations, sugar-reduction and/or calorie-reduction goals and cost-in-use requirements are among the factors we consider with every project,” McKinzie says. “Further, each application brings its own unique challenges. That’s why we’ve developed a portfolio of sugar-reduction tools that includes sweeteners like stevia, erythritol and allulose, along with other supporting ingredients like texturizers and emulsifiers.”

ADM takes a holistic approach to sugar reduction via its Replace Rebalance Rebuild solutions method, which replaces sweetness, rebalances flavor and rebuilds functionality, Arslain maintains. “This approach, coupled with our extensive sweetening solutions portfolio, enables dairy manufacturers to find the ideal sweetening system that checks the boxes on taste, texture, clean labels and cost.

“Stevia is an excellent naturally sourced, plant-based sweetener for reduced-sugar dairy products. Stevia innovation has accelerated in recent years, with advancements in extraction, formulation understanding and agronomy bringing forth new plant varietals that have the highest performing attributes of the stevia leaf,” Arslain adds. 

O’Chiu and the IFPC team focus on allulose and inulin, which are popular ingredients for replacing the texture and bulk of sugar in a formula while also having a clean taste. “They can be used in combination with high-intensity sweeteners like stevia and monk fruit extract, which are clean-label friendly and can mimic the sweetness levels consumers are used to from sugar,” she notes.

“Yogurt is one of the dairy segments that has effectively capitalized on the reduced/no-sugar trend,” O’Chiu continues. “Consumers are increasingly looking for functional foods that not only taste good but also support digestive and immune health. The cultured dairy product market that is an entry point for dairy producers to make use of new sugar replacers and other health-focused ingredients meet those demands.”

Dairy and sugar reduction 

When consumers think of reduced-sugar products, yogurt would perhaps come first to mind. 

“High-protein yogurts, wellness shakes and ultrafiltered milks are examples of dairy products capitalizing on the reduced and no-sugar-added trend. These products appeal to calorie-conscious consumers looking for nutrient-dense foods, and brands are taking note,” McKinzie says. “There may also be opportunities for reduced-sugar, high-protein frozen desserts. Even consumers following weight-loss programs still enjoy the occasional permissible indulgence.”

In North America, 47% of consumers look at added sugars per serving on dairy product labels, ADM research notes. “Yogurts (drinkable and spoonable) and frozen treats lead the charge for reduced-sugar product development, answering the call for more options that deliver on the ‘healthy indulgence’ trend currently dominating the market,” Arslain mentions. “We see particular growth for low- or no-sugar alternative dairy products, especially plant-based milk alternatives, because they require sweetening solutions to support appealing sensory experiences.”

At the same time, 49% of North American consumers review the sweetening ingredients listed on dairy products, indicating the significance of offering quality solutions, finds ADM research. This is specifically in focus for milk alternatives, too, with 59% of consumers stating sweetening ingredients are the most important factor when selecting a new milk alternative, ADM research reveals.

“Similarly, this factor is considered when consumers are selecting ice cream (54%) and yogurt (50%) options. While limiting added sugar content is a key component for consumers’ purchasing decisions, for many dairy and alternative dairy shoppers, it comes down to the sweetening ingredient used, indicating opportunity for familiar, premium sweeteners like stevia or agave,” Arslain notes.

The future is now

Anyone who attended January’s IDFA Dairy Forum could attest to health and wellness trends dominating many conversations, as well as being the subject of multiple aforementioned educational sessions. Hence, the future is now regarding sugar reduction. But, where will it go from here?

In the United States, eight in 10 adults are intentionally avoiding or reducing sugar in their diets, with the majority stating it’s the most important part of their diet they’re addressing, according to ADM research. “This is a noteworthy group of consumers, and we see sugar reduction continuing to be a priority for shoppers, particularly when considering other factors influencing their purchasing choices and driving them to reduced- or zero-sugar dairy and alternative dairy products,” Arslain predicts.

“For example, 62% of North American consumers say that sugar reduction is more important when also seeking low-calorie offerings. Plus, the top three reasons North American consumers say they’re actively trying to limit added sugar is because they believe it is ‘harmful to the body,’ they’re ‘watching calories,’ or they find that sugar is ‘in foods lacking other nutrients,’” the ADM executive continues.

Cargill proprietary research finds sugar tops the list of ingredients consumers wish to avoid. “When it comes to on-pack information, consumers are more likely to check the amount of sugar versus look for a specific sweetener or claim,” McKinzie reveals.

In addition, artificial sweeteners have fallen out of favor with consumers, according to Cargill. “Shoppers rank promises of ‘no artificial sweeteners’ among the most influential on purchase decisions, though claims around sugar content — including ‘no added sugar,’ ‘reduced sugar’ and ‘sugar-free’ — also carry weight with large numbers of shoppers,” the Cargill executive adds. 

Based upon several data points, it is likely consumer demand for reduced and no-added-sugar products will continue to rise as more people prioritize wellness. 

“However, it’s also important to recognize that consumers aren’t willing to compromise on taste, texture and other sensory characteristics,” McKinsie stresses. “They expect reduced-sugar dairy products to deliver similar indulgent experiences as their full-sugar counterparts. Fortunately, advances in ingredient solutions and formulation science are making it possible to deliver on both demands.”Fix,no back to backquotes for sept sources

IFPC’s O’Chiu concludes: “As more people become aware of the links between sugar and chronic health issues, the desire for products that fit within that lifestyle will persist. In the future, this demand will likely drive further innovation in sweetener alternatives and formulations that don’t compromise on taste, texture, or functionality. Overall, the reduced-sugar trend is not just a passing fad but is deeply tied to broader health and wellness movements, and it’s only going to grow as consumers become more educated about its long-term health benefits.”