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Sugar: The Fool Proof Target for Obesity or a Can of Worms?

  • ID: 4210088
  • Report
  • Region: Global
  • 49 pages
  • Euromonitor International
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Sugar Reduction In Drinks is Good and Improving, While Food Remains A Challenge

Sugar continues to have a bad reputation, but globally its consumption is still growing. As developing countries are increasingly becoming dependent on high-sugar packaged foods and soft drinks, they will see significant growth in sugar purchasing. On the other hand, increasing awareness of sugar consumption and policies on sugar content are slowly but surely driving developed markets away from high sugar products and into the naturally savoury and low in sugar.

The Sugar: The Fool Proof Target for Obesity or a Can of Worms? global briefing offers an insight into to the size and shape of the Nutrition market and highlights buzz topics, emerging geographies, categories and trends as well as pressing industry issues and white spaces. It identifies the leading companies and brands, offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change and criteria for success.

Product coverage: Alcoholic Drinks, Fresh Food, Packaged Food, Soft Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Nutrition market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
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  • Scope
  • What is Passport Nutrition?
  • Passport Nutrition research methodology
  • Passport Nutrition covers 54 countries
  • Defining sugar: The nutrition jigsaw

Sugar: Health’s Biggest Enemy

  • Key findings
  • The war on sugar is real
  • Painting the picture in terms of sugar purchasing
  • Low economic cost of sugar means high cost for public health
  • As sugar consumption grows, so does prevalence of overweight
  • Fat is comfortably hiding behind the health requirement curtain
  • Countries of Western Europe and Latin America love their sugar
  • Majority of the world exceeds the daily sugar limit
  • Sugar: Health’s Biggest Enemy

Sugar in Food and Beverages Today

  • Which categories are most responsible for sugar purchased?
  • Sugar content does not determine contribution to intake
  • 17 million tonnes of sugar a year from the “top 10”
  • Success gives companies a bad sugar rep
  • How do the top sugar sellers in the world sell their sweetness?
  • Things are not always what they seem

The Future of Sugar

  • Sugar forecast growth
  • Developed markets bring us hope
  • As snacks continue to dominate, “healthy” is where it is headed
  • W hen push comes to shove juice may lose against other drinks
  • Growth of sweet food categories varies by region
  • Key takeaways regarding the future of sugar

Potential for Sugar Reduction

  • “Unhealthy” sugars: The dilemma
  • Information on sugar content goes beyond the nutrition label
  • Are natural sugars any different?
  • Potential for sweeteners
  • The industry’s approaches to sugar reduction
  • Sugar reduction in drinks: They have it covered
  • The intricacies of intrinsic and added sugar
  • Nestlé could reduce its sugar sales by 113 million kg by 2018
  • Flavor Modulation Technology by Kerry Group: The miracle find?
  • Fermentation as a way to reduce sugar…naturally
  • How about some of “the right” bacteria instead of sugar?
  • Naturally low sugar the next big thing?
  • Highest sources of sugar growth and potential solutions
  • There is a continually growing demand for sugar reduction


  • Future consideration for regulations around sugar
  • What should be the focus of manufacturers?
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91% of researched countries purchase >50g of sugar per capita per day (the WHO recommended limit)

Globally, in 2015, sugar delivered 73g of sugar per capita per day. Among the 54 researched countries, only five countries did not exceed the recommended daily limit of 50g per capita per day. The highest consumers in the world purchased as much as 142g, 137g, and 135g of sugar per capita per day.

23 countries consume more sugar from packaged food than any other category

In some countries, such as US, Germany, the Netherlands and Belgium, consumers purchase nearly twice the WHO 50g recommendation from packaged food and soft drinks alone. Fresh food tends to be a greater source of sugar than packaged food in developing markets.

Sugar and sweeteners are the greatest contributors of sugar in the world

Table sugar is the greatest contributors to sugar consumption in the world, but are largely overlooked by governments and public health advisors. Soft drinks, confectionery, and baked goods are also among the top sugar contributors globally, and are growing in developing markets, in particular.

The majority of countries will increase per capita sugar consumption and are in need of low sugar alternatives

By 2020, global purchasing of sugar will rise by 15.8 million tonnes, in absolute terms. Most developing markets will increase their per capita sugar consumption, by up to 24g. The major source of sugar growth in these markets will be soft drinks, giving the opportunity for the use of high intensity sweeteners. Meanwhile, many developed markets are already expecting a drop in sugar purchase.

Sugar reduction in drinks is good and improving, while food remains a challenge

There are an increasing number of technologies which allow for sugar reduction in both food and drink. Soft drinks, such as carbonates, have made tremendous progress, while the perfect sugar reduction in juice is yet to be found. Sugar reduction in food is tricky and, despite many new findings, one size does not fit all.

Note: Product cover images may vary from those shown