Other, more consistent factors, such as the increasing number of Americans with diabetes, and a heavier, aging population, have fueled the steady growth of the market and will continue to do so. The growing number of American consumers willing to make small changes in their diets for weight reduction and improved health will be able to facilitate these changes by using sugar-free foods and beverages.
However, lingering suspicions and beliefs continue to intimidate a significant portion of consumers surveyed, making them wary of purchasing foods and beverages with artificial sweeteners.