Mintel finds sugar reduction claims growing in Europe.
“No added sugar” claims are growing in Europe, with the UK leading the charge as it has the highest proportion (15%) of European food and drink launches carrying this claim in the past five years, followed by Germany (13%) and France (10%). In Poland, “no added sugar” claims have doubled since 2016, reaching 9% of food and drink launches in 2021.
According to Mintel consumer research reported this May, almost three out of five (59%) French and German consumers are trying to limit their sugar intake, rising to 65% of respondents in Poland and 67% in Spain. However, more than half of German (54%) and (53%) French* consumers simply prefer eating less indulgent products instead of consuming more “light/diet” alternatives. This is especially true for carbonated soft drinks, with Polish (38%)** and German (37%)** consumers being the most likely to agree that “better-for-you” carbonated soft drinks do not feel like a treat.