China Food

Adding sugar to drinks is also a changing business

“  
There is an endless battle between sugar and sucrose.
 ”

“Consumers generally don’t care much about raw materials, but mainly about taste.” Gu Zhongyi, a nutritionist, wrote on Weibo. Recently, however, Yuanqi forest, a Chinese beverage company, has been in dispute over whether its drinks contain sugar or not. Hot topic makes more Chinese consumers care about raw materials.
 
The controversy also exists in the raw material market of soda.
Can sugar substitutes (artificial sweeteners) eventually replace sucrose? So far, the government, non-profit organizations and companies representing the interests of consumers are still mediating. Just like the sugar industry has been fighting for itself over and over again.
Sugar from good medicine to poison
Originally, people’s attitude towards sugar was not noisy, or had never been. 2000 years ago, Indian doctors said that sugar “not only provides nutrition, but also makes people fat.”.
 
But for nearly a century, governments concerned about the population, the sugar industry, which wants to make more money, and consumers who are trying to keep healthy have mixed up and turned the balance to one end.
 
Like probiotics in the 1930s and multivitamins today, the sugar industry association advocates that sugar is a healthy food. After a world war, in the United States, sugar has changed from a good medicine to make people fat and sick.
 
At that time, the United States government was annoyed that a group of young people were dismissed because of tooth decay. So when the U.S. Department of justice sued the Sugar Industry Association for controlling market prices, the government sat back and watched. The sugar industry association lost the lawsuit and was forced to dissolve, followed by anti sugar public opinion.
 
The American Medical Association believes that “obesity has become the number one health problem for Americans.”. As dieting became popular in the United States, a new low calorie food and beverage industry emerged – zero calorie soda, low calorie cola and all kinds of sugar free snacks.
In order to fight back, the sugar industry association planned a $1.8 million promotion plan for three years.
 
The sugar industry has even set up a new non-profit organization, the Sugar Research Foundation of America. This organization is dedicated to guiding the public’s understanding of sugar, funding and collating sugar related research, and finding evidence that sugar is beneficial to the human body. Growers, refineries and processors, in turn, contribute $1 million a year to support their operations.
 
At that time, their propaganda strategy came from two nutrition hypotheses. One is that obesity is caused by undifferentiated excess energy; The other is that hunger comes either from hypoglycemia or from the central nervous system sensing a lack of available glucose.
 
These two hypotheses are not supported by experimental data. But as far as publicity is concerned, it does work.
People have come to believe that if you want to limit calories, then not just sugar, all foods should be limited. And sugar is valuable in all types of diet, whether you want to lose weight or not. Sugar was even packaged as a sharp tool to lose weight.
 
The sugar industry has not only reshaped public awareness of sugar in terms of health, but also convinced public health agencies and the federal government. This paved the way for them to make money for the next 25 years, winning the post-war market.
Which is better, sugar or sugar?
One is a non caloric artificial sweetener, and the other is a high caloric natural sweetener. Originally, for people who want to lose weight, this question is not difficult to choose. But the public’s perception was quickly muddled.
 
When low calorie drinks and foods were just emerging, in the 1960s, the American sugar industry struggled to maintain the status of sugar in healthy diet, and did not forget to attack its direct opponent, sugar substitute.
 
When the government and industry associations are still discussing: sugar and sugar, which is better? The sugar industry has brainwashed the public through advertising. Saccharin, for example, is a sweetener extracted from coking coal, which is not only nutritious, but also harmful to health.
 
The U.S. Food and Drug Administration (FDA) is pushing the pure food and Drug Act. The act bans the addition of dangerous preservatives to processed foods and the inclusion of addictive and unsafe ingredients in drugs.
The sugar industry took advantage of this opportunity. Can the benefits of weight loss offset the potential cancer and other side effects? FDA, which pays more attention to safety, quietly stands on the side of sugar industry.
 
In addition to the public relations war, the sugar industry, which has overcapacity, has publicly announced that it will continue to expand the use of sugar in the industrial market and diversify its products, such as detergents, water purifiers and tobacco industries. Secretly, the sugar industry uses evidence to drive competitors out of the market.
 
Over the next 10 years, sodium cyclamate was once removed from the market, and saccharin was branded as a potential carcinogen.

In fact, artificial sweeteners like abbasite and acesulfame have been widely used for more than half a century. Sucralose and erythritol have been put into production for decades. As long as it is within the normal range of consumption dose, the safety can be guaranteed.
 
But once prejudice is formed, it is difficult to change, even if the evidence against it is constantly emerging, people will turn a blind eye to it. Saccharin, for example, was removed from the list of carcinogens in 2000. And we still have a dispute about saccharin.
 
Not only saccharin, but also other kinds of sugar substitutes are facing similar marketing difficulties. People are afraid of sweeteners made in the laboratory.
 
Sugar substitute can keep the sweetness and lower the heat. However, whether long-term consumption will cause disease remains controversial in academic circles. In 2019, Dr. Joerg J. meerpohl of Freiburg University pointed out in a study that artificial sweeteners have no health benefits. But there’s no evidence of any harm.
 
Or, as food columnist Daniel engeber says, the fear of sugar may come not from scientific evidence, but from a sense of fatalism – every happiness has its consequences.
Sugar substitutes are becoming a trend
The growing global obesity problem has given sugar a bad reputation. Sugar substitutes are not only more easily accepted by people who are worried about their weight, but also cheaper than sugar.
 
The cost of sugar substitute is less than 10% of sucrose. According to the cost of the same sweetener to achieve the sweetness of one kilogram of sucrose, the price to sweetness ratio of sucrose is 6 yuan / kg, while the price to sweetness ratio of high power sweeteners, such as sucralose and acesulfame, is about 0.3-0.7 yuan / kg.
 
According to this price to sweet ratio, China consumes about 5 million tons of sugar every year, except for industrial uses such as extracting ethanol from sugar. In this part of the market directly facing consumers, sugar substitute only takes 5%, which is also a 10 billion level market.
 
To get rid of sucrose, sugar substitutes have to find a way to become the preferred additive for low calorie foods, especially for low calorie beverages. About 60% of the sales of high power artificial sweeteners come from beverages.
 
As Coca Cola’s sugary carbonated drinks become less and less marketable, it also gets a taste of sweetness from sugar substitutes.
 
On the one hand, governments have been levying sugar taxes. Coca Cola made the decision as early as 2011. It also promised the British government that it would reduce the heat in soda. On the other hand, market research data show that consumers’ demand for low calorie drinks and food is increasing year by year.
 
Since 2018, Coca Cola has launched nearly ten new sugar reducing products in a row. Since the second quarter of the year, Coca Cola’s low sugar and sugar free carbonated drinks have grown by 12%. Of the 20 best-selling products in the entire product line, 18 are low sugar or sugar free.
 
In the past five years, this trend has also appeared in China’s beverage market. Yuanqi forest, a new consumer brand, starts the market with low sugar gas and water. When tmall 618 in 2019, its beverage sales once exceeded Nongfu Shanquan and Coca Cola. It uses sugar substitutes, such as erythritol.
 
Selling more Yuanqi forests with low sugar gas bubble water has driven China’s sugar substitute industry
 
The wave of low sugar upsurge raised by Yuanqi forest has driven the whole A-share market to pay attention to the concept stock of sugar substitute. In January of this year, erythritol producer Sanyuan biology is going to go on the market. Three months later, another supplier, baolingbao, once raised its trading limit for two consecutive trading days.
 
In the face of different levels of regulatory pressure on sugar and changes in raw material prices, Coca Cola and Yuanqi forest are also promoting the introduction of new products. Since the advent of neotame in 1993, synthetic sweeteners have developed to the sixth generation. In China, a total of 18 kinds of sugar substitutes have been approved.
 
  18 kinds of sugar substitutes approved in Chinese market

In the past, when looking for alternatives to sugar, scientists either extracted it from nature or synthesized it artificially, hoping to find sweeteners with higher sweetness and lower calories. The idea hasn’t changed. They gradually reduce the sugar content of food and drink, and retrain your taste.
 
In the past few years, they have explored a new way to change the structure of sugar itself. Douxmatok, an Israeli food technology company, enhances the sweetness of sugar by attaching sugar molecules to carriers of specific taste buds and reduces the sugar content of food by up to 40%.
 
The only good way to reduce sugar intake is to eat less sugar. But out of instinct, few people can completely refuse the sweet temptation. Sugar substitutes are solving this dilemma.
reference resources:
Sweeteners: sugar substitutes gradually become a trend, and the structure is gradually adjusted, Guojin securities
The reason not to eat sugar: the story of addiction, disease and sugar, Gary Taubes
The   Race to   Redesign Sugar, Nicola Twilley,New   Yorker
Author: Alex; Source: Ruiwen record (ID: tigerrecord), the reprint has been authorized. Joining the community: Cherry (wechat: 15240428449); Business cooperation: Amy (wechat: 13701559246). Recommended reading sugar crisis   |  100 billion light food|   2021 the most innovative company in the world   | | |  |  |  Collagen Peptide  |  Daily new walnut stew: Isee trend  |  Editor’s  |  Reader’s   Foodaily daily food works with global business and industry partners to plan foodaily   Fbic2021 global food and beverage Innovation Conference, with the theme of “new food era – digital reconstruction, open incubation and new brand wave”, deeply discusses the “crisis” and “opportunity” of new consumer brand market through three dimensions of “stage of innovative products”, “food Developers Conference” and “top product social circle”, and interprets the innovation opportunities and paths in the next five years, May 19-21, 2021 in Shanghai, we invite you to witness together( Click on the picture to see the details.     
Read the original
Adding sugar to drinks is also a changing business
 
一方面,各国政府陆续征糖税。可口可乐早在2011年就做了决定。它也向英国政府承诺,将减少汽水中的热量。另一方面,市场调研数据显示,消费者对低热量饮料和食品的需求逐年增长。
 
2018年起,可口可乐连续推出了近十款减糖新品。自该年第二季度起,可口可乐的低糖无糖碳酸饮料系列产品增速为 12%。整个产品系列中,20个最畅销产品里, 18 个都是低糖或无糖配方。
 
近五年,这一趋势同样出现在中国饮料市场。新消费品牌元气森林以低糖气泡水打响市场。2019年天猫618时,其饮料销量一度超过农夫山泉和可口可乐。它用的就是代糖,比如赤藓糖醇。
 
卖出更多低糖气泡水的元气森林,带动了中国代糖产业
 
元气森林掀起的这波低糖热潮,带动了整个A股市场对代糖概念股的关注。今年1月,赤藓糖醇生产商三元生物拟上市。三个月后,另一家供应商保龄宝一度连续2个交易日涨停板。
 
面对各国不同程度对糖的监管压力和原料价格变化,可口可乐和元气森林们也在推动代糖推出新产品。1993年纽甜问世以来,人工合成甜味剂已发展至第六代。在中国,目前获批的代糖一共18种。
 
 中国市场上获批的18种代糖
以往,科学家在寻找糖的替代品时,要么从自然界里提取,要么人工合成,希望找到甜度更高、热量更低的甜味剂。想法一直没变。他们逐步降低食品饮料的含糖量,并重新训练你的味觉。
 
这个思路下,他们过去几年还探索出了一条新路——改变糖本身的结构。以色列的食品技术公司DouxMatok通过将糖分子附着在特定味蕾的载体上,增强糖的甜味,并使食品中的糖含量降低多达40%。
 
降低人体糖分摄入的唯一好办法只有少吃糖。但出于本能,少有人能彻底拒绝甜蜜的诱惑。而代糖正解决这一困境。
参考:
《甜味剂:代糖渐成趋势,结构逐步调整》,国金证券
《不吃糖的理由:上瘾、疾病与糖的故事》,[美]加里·陶布斯(Gary Taubes)
The Race to Redesign Sugar, Nicola Twilley,New Yorker
作者:Alex;来源:锐问 Record(ID:tigerrecord),转载已获得授权。
加入社群:Cherry(微信:15240428449);
商务合作:Amy(微信:13701559246)。

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