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class="header_item"> <form class="search-form" method="get" action="https://asiafoodjournal.com/" role="search"><label class="search-form-label screen-reader-text" for="searchform-1">Search this website</label><input class="search-form-input" type="search" name="s" id="searchform-1" placeholder="Search this website"><input class="search-form-submit" type="submit" value="Search"><meta content="https://asiafoodjournal.com/?s={s}"></form> </div> </div> </div> <div id="post-sharer"> <h6><strong>Share</strong></h6> <a href="https://www.facebook.com/sharer/sharer.php?u=https://asiafoodjournal.com/new-consumer-research-reveals-demand-new-naturally-derived-sugar-alternatives/" target="_blank" rel="noopener" class="facebook"><i class="fab fa-facebook-square"></i></a> <a href="https://twitter.com/intent/tweet?url=https://asiafoodjournal.com/new-consumer-research-reveals-demand-new-naturally-derived-sugar-alternatives//&text=New consumer research reveals widespread demand for new naturally derived sugar alternatives" target="_blank" rel="noopener" class="twitter"><i class="fab fa-twitter-square"></i></a> <a href="https://pinterest.com/pin/create/button/?url=https://asiafoodjournal.com/new-consumer-research-reveals-demand-new-naturally-derived-sugar-alternatives//&media=&description=New consumer research reveals widespread demand for new naturally derived sugar alternatives" target="_blank" rel="noopener" class="pinterest"><i class="fab fa-pinterest-square"></i></a> <a href="https://www.linkedin.com/shareArticle?mini=true&url=https://asiafoodjournal.com/new-consumer-research-reveals-demand-new-naturally-derived-sugar-alternatives//&title=New consumer research reveals widespread demand for new naturally derived sugar alternatives&summary=<p>Most American consumers are now aiming to reduce their sugar intake, and continue to look for new, better-tasting, non-caloric alternatives. Recent consumer research commissioned by food and beverage ingredient innovator, MycoTechnology, Inc., examines attitudes toward sugar reduction and high-intensity sweeteners, uncovering key opportunities in the market.</p> &source=" target="_blank" rel="noopener" class="linkedin"><i class="fab fa-linkedin"></i></a> <a href="/cdn-cgi/l/email-protection#452c2b232a05203d24283529206b262a287a633630272f202631780b203265262a2b363028203765372036202437262d653720332024293665322c212036353720242165212028242b2165232a37652b2032652b243130372429293c652120372c3320216536302224376524293120372b24312c33203663272a213c782d313135367f6a6a24362c24232a2a212f2a30372b24296b262a286a2b203268262a2b363028203768372036202437262d683720332024293668212028242b21682b2032682b243130372429293c682120372c3320216836302224376824293120372b24312c3320366a" target="_blank" rel="noopener" class="email"><i class="fas fa-envelope-square"></i></a> </div> </div> </div></header><div class="site-inner"><div class="content-sidebar-wrap"><main class="content" id="genesis-content"><div class="before-content-ads" class="widget-area"><div id="ai_widget-5" class="widget-container block-widget"><div class='code-block code-block-4' style='margin: 8px auto; text-align: center; display: block; clear: both;'> <a href="https://asiafoodjournal.com/advertise-with-us/"><img src="/wp-content/uploads/2023/06/horizontal-banner.png" alt="Leaderboard of Asia Food Journal" /></a> </div> </div><div id="text-5" class="widget-container widget_text"> <div class="textwidget"> </div> </div><div id="ai_widget-8" class="widget-container block-widget"><div class='code-block code-block-5' style='margin: 8px 0; clear: both;'>   <br /> <div class="a-single a-7"><a class="gofollow" data-track="NywwLDEsNjA=" href="https://foodafrica-expo.com" target="_blank"><img src="https://asiafoodjournal.com/wp-content/uploads/2024/07/afj-boombox2-dec.jpg" /></a></div><br /> <div class="a-single a-8"><a class="gofollow" data-track="OCwwLDEsNjA=" href="https://pacprocess-mea.com" target="_blank"><img src="https://asiafoodjournal.com/wp-content/uploads/2024/07/afj-boombox3-dec.jpg" /></a></div></div> </div><div id="custom_html-8" class="widget_text widget-container widget_custom_html"><div class="textwidget custom-html-widget"><style> #ai_widget-8, #text-5 { display: none; } @media only screen and (max-width: 500px) { #text-5, #home-beforecontent-ads { display: block !important; } #custom-boombox .video-container { margin-bottom: 40px; } } </style></div></div></div><article class="post-12308 post type-post status-publish format-standard has-post-thumbnail category-asia-food-journal category-ingredients tag-consumer-research tag-ingredients tag-mycotechnology tag-naturally-derived-sugar-alternatives entry" aria-label="New consumer research reveals widespread demand for new naturally derived sugar alternatives"><header class="entry-header"><h1 class="entry-title">New consumer research reveals widespread demand for new naturally derived sugar alternatives</h1> <p class="entry-meta"><time class="entry-time">November 20, 2024</time> by Asia Food Journal </p></header><div class="entry-content"><img width="740" height="500" src="https://asiafoodjournal.com/wp-content/uploads/2024/11/Myco_Consumer-Insights_Getty-e1732026120440.jpg" class="post-featured-img wp-post-image" alt="naturally derived sugar alternatives" decoding="async" /><div class="wp-caption thumb-caption"> <p class="wp-caption-text thumb-caption-text">Courtesy of MycoTechnology</p> </div> <p>Most American consumers are now aiming to reduce their sugar intake, and continue to look for new, better-tasting, non-caloric alternatives. <a href="https://hubs.la/Q02XCWWl0" target="_blank" rel="noreferrer noopener">Recent consumer research</a> commissioned by food and beverage ingredient innovator, MycoTechnology, Inc., examines attitudes toward sugar reduction and high-intensity sweeteners, uncovering key opportunities in the market.</p> <p>MycoTechnology partnered with <a href="https://www.brightfieldgroup.com/" target="_blank" rel="noreferrer noopener">Brightfield Group</a> to gather proprietary, AI-driven insights among a sample of US adult consumers, finding that sugar is the top item people want to reduce in their diets. However, 75 percent also wish there were better-tasting non-caloric options, highlighting taste as a major pain point in the current market.</p><div class='code-block code-block-6' style='margin: 8px auto 20px; text-align: center; display: block; clear: both;'> <a href="/subscribe/"><img src="/wp-content/uploads/2021/08/ad-leaderboard.jpg" alt="Leaderboard of Asia Food Journal" /></a> </div> <p>Of those who are actively reducing their sugar intake, 71 percent report that they do so by eating fewer sweet foods, versus only 31 percent that are using products with non-caloric sweeteners, indicating room for improvement across reduced sugar formulations. Additionally, 7 in 10 consumers who use non-caloric, naturally derived sweeteners report that they would be interested in new options. The survey also showed widespread interest in clean label ingredients, combined with negative perceptions of artificial sweeteners.</p> <p>“This research demonstrates clear demand in the market for new, appealing sweeteners that are derived from nature,” said Caroline Schwarzman, MycoTechnology’s Head of Business Development. “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.”</p> <p>In response to this critical food system challenge, MycoTechnology is developing the first-ever <a href="https://go.mycoiq.com/honey-truffle-sweetener" target="_blank" rel="noreferrer noopener">sweet protein from honey truffles,</a> offering an unparalleled solution for sugar reduction. Following the achievement of several technical and safety milestones, the company continues to scale production and is collaborating with food and beverage innovators to bring Honey Truffle Sweetener to market.</p> <p>“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,” added Ranjan Patnaik, Ph.D., MycoTechnology’s CTO. “This new solution is designed to address the top concerns of consumers, presenting an opportunity for food and beverage innovators to meet demands and stand out on the shelf.”MycoTechnology will host a workshop at <a href="https://www.bevnet.com/events/bevnetlive" target="_blank" rel="noreferrer noopener">BevNET Live</a> on December 9th in Marina del Rey, California, featuring findings from their proprietary consumer research and an exclusive tasting of Honey Truffle Sweetener. Led by Caroline Schwarzman, attendees will explore ways to maximize customer satisfaction using innovative approaches to sugar reduction and flavor. <a href="https://win.bevnet.com/bevnet-live/mycotechnology" target="_blank" rel="noreferrer noopener">Visit the event page</a> to learn more and register.</p> <p></p>   </div><footer class="entry-footer"><p class="entry-meta"><span class="entry-tags">Other Topics: <a href="https://asiafoodjournal.com/tag/consumer-research/" rel="tag">consumer research</a>, <a href="https://asiafoodjournal.com/tag/ingredients/" rel="tag">Ingredients</a>, <a href="https://asiafoodjournal.com/tag/mycotechnology/" rel="tag">MycoTechnology</a>, <a href="https://asiafoodjournal.com/tag/naturally-derived-sugar-alternatives/" rel="tag">naturally derived sugar alternatives</a></span></p></footer></article><div id="related-articles"><h3>Related Articles</h3><ul><li><a 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