MycoTechnology introduces new sugar reduction solution, study highlights consumer insights on sugar alternatives

Image courtesy of MycoTechnology/Getty Images

In a recent press release, MycoTechnology, Inc (Aurora, CO) discussed new insights into consumer preferences regarding sugar intake and alternatives to sweetener ingredients, and introduced its solution to sugar reduction challenges.

In partnership with Brightfield Group, MychoTechnology analyzed its consumer survey results from a total of 1110 adult participants who were asked about their views on sugar reduction and alternatives (1). The proprietary research and introduction of its new honey truffle sweetener was published in November 2024.

The results noted that 54% of Americans want to cut back on sugar, but report that they “can’t resist it.” It also showed an interest in clean label ingredients and a negative perception of artificial sweeteners, which were indicated to be perceived as less healthy than naturally derived, noncaloric sweeteners. Most indicated a desire for better-tasting non-caloric sweeteners options.

Other noteworthy results from the study include:

• 647 respondents (58.2%) indicated they want to reduce the amount of sugar in their diet over the next year
• 584 (52.6%) indicated they followed a low sugar diet, “often” or “sometimes” tracking their sugar intake, and/or rated “no added sugar” and “sugar free” as important or very important
• 273 (24.6%) reported using Stevia, Monkfruit, Erythritol, or Allulose
• Of those who are actively reducing their sugar intake, 71% report that they do so by eating fewer sweet foods, versus only 31% that are using products with non-caloric sweeteners

“This research demonstrates clear demand in the market for new, appealing sweeteners that are derived from nature,” said Caroline Schwarzman, MycoTechnology’s Head of Business Development, in the press release. “Sugar reduction is top of mind for consumers, but many feel that achieving this goal requires sacrifice—on taste, price or perceived health risks. This trade-off is preventing the reduced sugar market from reaching its full potential.”

A concept test of MycoTechnology’s sugar alternative, a protein from honey truffles that is responsible for its sweet flavor, was introduced as well. Over 80% of respondents indicated they would be interested in trying the sweetener, and out of those respondents, 66% selected the “clean, sweet taste without the bitter notes,” as the most liked attribute out of five options, followed by “fully digestible by GI tract” (62%), and “is a protein” (49%).

“Innovative fermentation technologies have allowed us to target common challenges, establishing a clean sweetness profile with proven safety and digestibility performance, and low cost-in-use,” stated Ranjan Patnaik, PhD., MycoTechnology’s CTO, in the press release. “This new solution is designed to address the top concerns of consumers, presenting an opportunity for food and beverage innovators to meet demands and stand out on the shelf.”

On December 9, MycoTechnology will host a workshop at BevNet Live discussing findings from the study and tastings of the honey truffle sweetener. The workshop will be led by Caroline Schwarzman.

Reference

1. SWEETENER CONSUMER INSIGHTS PROPRIETARY RESEARCH & HONEY TRUFFLE SWEETENER CONCEPT TEST, November 2024, "MycoTechnology Proprietary Consumer Research in Partnership with Brightfield Group" (accessed Nov 25, 2024).