Natural Sweeteners on the Rise (Sweets for the Sweet)

Knowledge is Power

Retailers should have basic knowledge of the natural sweeteners on the market; not all sweeteners were created equal. A sweetener that may work well in one application may not function properly in another.

“It’s important for retailers to learn as much as they possibly can about what is available, where they [sweeteners] are derived from, which sweetening applications they are best suited for, and who stands to benefit from their use,” Kroner said.

Craig agreed, “There are many natural sweeteners on the market, and retailers should be aware of which ones are best for different applications. Some are good in tea and coffee, but not so good in sweetening bread.”

Sweeteners can have calories or no calories; some are FDA approved as a “sweetener,” while others are considered a dietary supplement; and some have negative side effects such as laxative effects.

“Maple syrup, fructose, honey, agave nectar, brown rice syrup, etc., all have calories. Sugar alcohols like xylitol, sorbitol and maltitol also have calories, with the exception being erythritol,” said Taylor.

“Products such as xylitol, turbinado sugar, agave nectar, erythritol, sucanat cane juice powder and others can be safely marketed under the heading of ‘natural sweeteners’,” Kroner said. “FDA banned [stevia] in 1991; however, the ruling was overturned by DSHEA three years later. This made it once again legal to import stevia as a dietary supplement. Stevia has been one of NOW’s best selling dietary supplements, based on the wide variety of products that we offer.” Recently, Wisdom Natural Brands and Cargill have affirmed their stevia products as GRAS (generally recognized as safe).

 It is also difficult for consumers to pick out “natural” products when the term “natural” hasn’t been defined. Everyone has a different definition of natural and many products say “natural” even when they aren’t. “Retailers should also keep a keen eye out for products that claim to be all-natural when they are in fact, made with some very unnatural ingredients,” said Kroner.

Morano added: “I think consumers intuitively know natural, at the core, means two things: unrefined or minimally processed, and the absence of synthetic ingredients.”

Craig also feels it’s important for retailers to be educated on glycemic index values. “Xylitol for example, has as glycemic index of seven, while table sugar is 83; the higher the number, the greater the impact on blood sugar. Knowing the GI number will allow retailers to direct individuals that suffer from diabetes to what sweetener is best for them.”

As the facts about artificial sweeteners are being exposed, the natural sweeteners market is growing and consumers are becoming increasingly interested in its possibilities. “Consumer awareness and commitment to social and environmental responsibility is at an all-time high,” Mckee agreed.