New Orleans, LA—The Baby Boomer demographic (born 1946-1964) is driving the sugar replacement market, according to Innova Market Insights.

A press release on this research says that Innova has found that 1 in 2 U.S. Boomers have been reducing their sugar intake or buying more reduced sugar products, while 2 in 5 are cutting back on sweet snacks.

For instance, the release cites the yogurt category, which has a high level of low/no sugar development: 20% of all launches in 2018 carry low/no sugar claims, up from 4% in 2013. Breakfast cereals and sweet baked goods, however, have not done the same, showing just 2% penetration for low/no sugar products in 2018.

Other highlights, according to the press release:
  • 2 in 5 U.S. consumers use sweeteners because they like sweet things but don’t want the calories
  • 3 in 5 would rather cut back on sugar than use replacement sweeteners
  • 1 in 2 prefer a savory afternoon snack than a sweet one
  • Natural sweeteners are seeing an uptick in patent activity
Lu Ann Williams, director of innovation at Innova, said in the release: “Boomers are below-average purchasers of certain sweet products such as chocolate, desserts & ice cream and snack bars. In contrast, they are markedly more important in the yogurt, sweet baked goods and breakfast cereals categories, so these could offer opportunities for sugar reduction.”

The release noted that presentations on sugar reduction will be given at Innova’s booth, #5051, at the IFT Food Expo in New Orleans in June.