August 27, 2025 – This report reveals how consumers globally are navigating sugar reduction and sweetener choices, driven by various health-driven reasons and different approaches where consumers try to limit their intake of sugar. Coming down to sugar-reduction approaches per food and beverage category, this report outlines three directions: natural-oriented categories; categories that are best suited for artificial sweeteners; and indulgent categories where sweeteners face less scrutiny.

In the end, we summarize the main consumer insights and outline opportunities for brands to innovate with sugar strategies.

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