Nearly three-quarters of Americans (72%) said they are trying to eat less sugar, and 57% are actively monitoring their blood sugar levels.
However, they do not like artificial sweeteners. More than half consider their absence as an important factor when purchasing, and 69% prefer simple and familiar ingredients.
There is only one option left – natural sweeteners. And we are talking not only and not so much about stevia, but about molasses (black molasses), malt extract, etc. They have several advantages:
– recognizable name – don’t be afraid to buy;
– a long history – “since people have been eating them for centuries, it means they are definitely safe”;
– lack of information noise, including in the academy, about their harm.
But it will be difficult for manufacturers to make money on the new trend. Replacing sugar with a new ingredient, for example in baking, requires revising the entire recipe. That’s because the chemical properties of sugar affect not only the taste, but also the texture, response to heat, and even the shelf life of the finished product.