Euromonitor International has released a new report discussing the global backlash against sugar.
The report discusses changes in consumer attitudes towards sugar and the effect sugar is having on global markets.
Each of the 34 global markets identified in the report saw a five-year rise in obesity including the US, where the number of obese adults rose from 34 percent in 2008, to 41 percent in 2013. In addition 27 markets saw an increase in diabetes.
Euromonitor notes that the negative attitude towards sugar is driving changes in trends, with consumers either making a conscious effort to reduce their intake, or eliminate it completely.
Accordng to findings in Euromonitor’s Global Consumer Trends Survey, 42 percent of consumers are now seeking out food labels with limited or no added sugar.
“Sugar is now seen as a health risk by most, and as toxic as tobacco by some,” says Gina Westbrook, director of strategy briefings at Euromonitor International. “Sugar has endured a tide of negative public opinion as the amount of scientific research linking the rise in sugar intake with obesity has increased, leading the government to become increasingly concerned about the rising cost of illnesses such as diabetes and cancer.”
Westbrook notes that the World Health Organisation (WHO) recently recommended cutting the daily sugar limit in half to five percent and that manufacturers will need to reduce sugar content and continue to develop natural alternatives to artificial sweeteners.
“Companies will continue to work with ingredients suppliers to develop new alternatives, with natural sweeteners like stevia holding the greatest growth potential,” she said.
In November last year, Mexico passed a law that imposes significant new taxes on sugary drinks and junk food.
President Enrique Peña Nieto, successfully passed an eight percent tax on junk foods – foods high in salt, sugar and saturated fat, as well as an four percent tax per litre on sugary drinks such as soda.
President Nieto said at the time that the Mexican government has taken a long-term view of the situation, as the potential economic harm from reduced sales of junk food/ drinks is relatively insignificant to the medicals costs associated with food related diseases such as obesity, diabetes and heart disease.