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After the concept of “sugar free” ignites the food market, can these sweeteners become the next erythritol?

will these sweeteners become the next erythritol after the “sugar free” concept ignites the food market?
How big is the sugar free beverage market in the current environment? Is the track really smooth sailing in a sugar free tuyere full of business opportunities? Looking at the sugar free product market from the development of sweeteners, where will the next opportunity be? Looking forward to the future, can these sweeteners become the key factor to determine the new generation of sugar free products?
Under the catalysis of dopamine, it has been difficult for people to resist the “temptation of sugar”. However, the “sweet burden” brought by excessive intake of sugar also greatly affects people’s health. A large number of studies have shown that excessive intake of sugar is one of the arch criminal causes of obesity, diabetes and cancer. As a result, the sugar that I saw people love became the target of public criticism for a time. From the government, institutions, enterprises and individuals scrambled to join the “anti sugar” team, setting off a massive “anti sugar movement” all over the world.
However, human beings have been eating sugar for hundreds of years, and the pleasant experience of sugar to taste buds has long been deeply rooted in genes. Especially for young groups growing up in the era of material abundance, sugary foods such as sweets, snacks and drinks fill their lives from childhood. The new generation growing up in the “honey jar” seems to have developed a “sugar stomach”. It is by no means easy to “break away” from sugar. How to “put down the worry of health and taste sweetness without scruples” has become a “heart disease” that consumers with gradually awakened health awareness always bear in mind.
Source: pretty Online
Therefore, when the delicious “sugar free” concept food was put on the market, it immediately captured the hearts of a new generation of mainstream consumer groups advocating “Buddhist health preservation” and quickly eroded a large market share. At present, sugar free products in the food and beverage market mainly rely on adding sweeteners to express sweetness, so as to achieve the goal of delicious and healthy. At present, the sugar free product market dominated by beverages is booming, and the sweetener industry also benefits from it; The continuous upgrading of the sweetener market also provides a solid foundation for the research and development of sugar free products. The two industrial chains are connected and prosperous.
How big is the sugar free beverage market in the current environment? Is the track really smooth sailing in a sugar free tuyere full of business opportunities? Looking at the sugar free product market from the development of sweeteners, where will the next opportunity be? Looking forward to the future, can these sweeteners become the key factor to determine the new generation of sugar free products?
The government, capital and consumers gathered in one “sugar”,
Health beverage market ushers in “sweet encounter”
When “sugar control” has become the consensus of human health, people from all walks of life have focused on it and made a big fuss around “sugar”. At present, more than 40 countries around the world have launched a “sugar tax war” in an attempt to reduce people’s desire for “sweetness” with higher prices. Although China has not promulgated relevant policies, the health China action plan (2019-2030 years) released by the Chinese Health Protection Committee emphasizes the multiple nature of diabetes in China. It advocates that the daily intake of sugar per capita is not higher than 25g, and advocates that consumers choose sweet food instead of sucrose to produce food and beverages. At the same time, China Nutrition Association and other organizations also actively popularize the knowledge of “sugar control” through multiple channels, trying to make residents develop the awareness of “sugar control” through listening and learning.
As a food enterprise closely related to sugar, it will not give up the big business of “anti sugar”. With the endorsement of the national health policy and a large number of science popularization by scientific research institutions, the problem of consumer education before sugar free products enter the market has been well solved. In such a favorable social environment with favorable weather, place and people, it will create a perfect start for sugar free products. Capital with a keen sense of smell entered the market one after another and competed to layout the market. For a time, sugar free brands and products sprung up, especially in the beverage industry. The words “Zero sugar”, “low sugar” and “anti sugar” seem to have become the standard configuration of products.
some sugar free drinks on the market. Source: times weekly
According to the statistics of 200 sugar free beverage samples in food industry headlines, 28 brands obtained 64 times of financing from 2014 to 2021. In 2020, this financing enthusiasm is even higher, with 23 times of financing and a financing amount of about 3.7 billion yuan.
From 2014 to the first half of 2020, participated in the financing of sugar free beverage brands. Source: food industry headlines
In November 2021, the 2021 China sugar free beverage market trend insight report released by the Key Laboratory of big data mining and knowledge management of the Chinese Academy of Sciences pointed out that with the enhancement of public health awareness, the market scale of sugar free beverages will further maintain the growth momentum. The market scale in 2020 has reached 11.78 billion yuan, seven times higher than that in 2014. It is expected to double the scale in the next five years, increase to 22.74 billion yuan in 2025 and continue to climb to 27.6 billion yuan in 2027.
Source: Key Laboratory of big data mining and knowledge management, Chinese Academy of Sciences
In 2018, Yuanqi forest launched sugar free bubble water to ignite the beverage market, and then new and old brands followed suit, resulting in a blowout of all kinds of sugar free bubble water. According to the data, in 2020, the market scale of sugar free carbonated drinks (including bubble water) in China reached 6.69 billion yuan, accounting for half of the market.
Source: Key Laboratory of big data mining and knowledge management, Chinese Academy of Sciences
If the climax of the sugar free beverage market not only fed the brand, but also ignited the sweetener industry, it is undoubtedly a “noble person” who makes erythritol stand out by soaking water in sugar free gas.
In recent years, the global sweetener market continues to expand, in which natural sweeteners perform well. According to the relevant reports of valuates reports, the global natural sweetener market will reach US $22.49 billion in 2020 and is expected to reach US $27.94 billion in 2026 (CAGR of 3.7%). Since 2018, China’s sweetener market has developed well, and the sweetener output has continued to grow. By 2019, China’s sweetener output will reach 209 thousand tons, a year-on-year increase of 11.17%. Subdivide the categories of sweeteners. Aspartame, acesulfame, sucralose and erythritol occupy the key market position as the four heavenly kings of sweeteners. From 2015 to 2019, except aspartame, the output and sales of the other three sweeteners continued to rise.
Source: Sanyuan biological prospectus and Dongxing Securities Research Institute
Among them, erythritol strides into the fast lane with the explosion of vitality forest. In 2019, the market share (output) of erythritol reached 24%, and the output increased from 18000 tons in 15 years to 51000 tons, becoming the sweetener with the highest output growth rate with an average annual compound growth rate of 29.9%. Bowling treasure and ternary biology, which have been deeply involved in erythritol market for many years, have increased their sales performance in this wave of sugar free boom. According to the prospectus of Sanyuan biology, in 2020, the revenue of Sanyuan biology increased by 64.27% year-on-year, and the net profit increased by 70.62% year-on-year. The growth rate exceeded that of the current A-share sugar substitute concept listed companies, and the revenue of erythritol accounted for 78.80%. In contrast, due to the diversified product categories of bowling Bao, erythritol is not the main product (accounting for 19.83%) and the revenue growth rate in 2020 is only 13.81%. According to Sullivan’s prediction, the global demand for erythritol will further increase at a compound annual growth rate of 22.1% from 2020 to 2024.
Continuous output of new consumer demand to write the evolution history of sweeteners
Sweeteners refer to food additives that can impart sweetness. According to the standard for the use of food additives (gb2760-2014), sweeteners approved for use in China are divided into synthetic sweeteners (mainly including saccharin, cyclamate, aspartame, acesulfame, sucralose, neotame, etc.) Natural sweeteners (mainly including stevioside, Siraitia grosvenorii, sorbitan, ammonium glycyrrhizate, etc.) and sugar alcohol sweeteners (mainly including xylitol, erythritol, maltitol, mannitol, sorbitol, etc.).
source: statnews
Since the discovery of saccharin in 1879, sweeteners have gone through a hundred years. Looking back on this road, each update and upgrade is closely related to the iteration of market demand. Among them, saccharin and cyclamate, as the earliest sweeteners, are the perfect “replacement” of granulated sugar because of their stable nature, simple production process and low price, so that “sweetness” is no longer a high luxury and has become a universal pastime available to everyone.
When the demand for “easy sweetness” is met, new desires gradually sprout and take root in the hearts of consumers. Early sweeteners often had bitter or metallic taste, so “delicious” became the next topic of sweetener iteration. As the third generation sweetener, aspartame tastes pure and cool. It has no peculiar smell of general artificial sweeteners and tastes more like sucrose. In addition, aspartame has synergistic effect on the flavor of some food and beverage, especially on the flavor of acidic fruit.
source: Diabetes
With a large number of negative public opinions that some synthetic agents such as sodium cyclamate and aspartame can induce cancer, mental diseases and other harmful health in the world, people have expressed their concerns about such sweeteners, and many governments have also taken relevant control measures for such sweeteners. Although many scientific research reports later refuted rumors and corrected names for sodium cyclamate and aspartame, it is still difficult to pull back the decline. At the same time, natural sweeteners and sugar alcohol sweeteners began to gradually enter the vision of consumers. Due to the natural ingredients, low calories and high safety factor, this kind of sweetener continues to rise in the contemporary era when “health” has become the mainstream value.
Erythritol, which is popular all over the country, is the best demonstration. Erythritol is a sugar alcohol sweetener. Due to the lack of enzyme system for metabolism of erythritol, erythritol entering the blood cannot be digested and degraded, so the heat it provides to the human body can be ignored. Generally, the safety of natural sweeteners is good, but it also depends on the tolerance of human body. Especially sugar alcohol sweeteners, if ingested beyond the tolerance range of human body, may cause diarrhea, indigestion and other problems. In 2021, the well-known “Xieyou” moon cake became a “laxative” moon cake because the added maltitol exceeded the tolerance. The tolerance of different sugar alcohols is different, and erythritol is the highest tolerance among sugar alcohols. In addition, erythritol has less effect on blood glucose and has good antioxidant activity.
source: foodchem
This kind of good thing has been popular in the United States, Japan and other countries for many years. Why did China really come out of the circle in the past two years? The “support” of Yuanqi forest is undeniably one of the important factors. What is more critical is that the national health awareness has reached a certain height. Compared with the past, the new generation of consumers are more willing to pay for the concept of “health”, thus increasing the premium space for health sweeteners such as erythritol.
The sweetener is constantly overweight,
Who in the dark horse Reserve Corps can really embrace the market?
Driven by the global health boom, the sugar free market ushered in a warm spring. With the increasing capital and various players competing to enter the game, the track is becoming more and more crowded and the competition is becoming white hot. When “sugar free” is gradually reduced from a new selling point of health to a basic configuration, who can replace erythritol in the army of “new generation” sweeteners and become a chip to break the circle of products?
1. Alodonose
Alodonose is a rare sugar naturally existing in nature. Its sweetness is similar to that of sucrose. It has excellent processing characteristics, stability and strong health effects. A large number of studies have shown that alodonose not only has high tolerance, does not affect blood glucose fluctuation and can control body weight, but also has antioxidant and neuroprotective effects.
In 2019, FDA announced to exclude the low calorie sweetener alodonose from the labels of “added sugar” and “total sugar”, and set the calorie of alodonose as 0.4kcal/g. This policy further promoted the market expansion of alodonose. Future market insights predicts that the global market of alodonose will reach US $450 million in 2030, with a compound annual growth rate of 9.1%.
At present, Japan, Europe, America and other countries have launched a large number of sugar free snacks and drinks containing alodonose. The domestic market is restricted by laws and regulations. At present, it is not allowed to add alodonose to the products. The good momentum of alodonose overseas has given great confidence to domestic sweetener enterprises, and they have begun to layout related industries. Among them, bowling Bao has launched Zhitian · alodonose products (which have passed the GRAS certification of FDA) and actively promoted domestic approval. According to the internal employees of bowling Bao, it is expected to be approved as soon as 2022. At that time, alodonose can play a big role in the vast Chinese market.
source: the California Control Council
2. Fiber source sweetener: supplanttm
In 2021, supplant company from London, UK launched a sweetener supplanttm made of a new mixture of plant fibers. Supplant company uses its own patented method to decompose and recombine the fiber polysaccharide through enzymatic reaction, and finally forms a “composite fiber sugar” that can reduce food calories. It is reported that supplanttm not only has the functions of food expansion, texture, structure, browning and sweetening like traditional sucrose, but also has the health attributes that traditional sucrose does not have. Every 10g of supplanttm contains 18 kcal, 10g carbohydrates and 1.5g dietary fiber. Supplanttm is not only a high-quality sugar substitute, but also a prebiotic, which helps to establish a good intestinal environment in the body.
Another notable feature of supplanttm is its obvious “sustainable” label. According to Tom Simmons, the founder of the company, supplanttm upgrades and reuses agricultural by-products such as roots, straw and ears of wheat from corn, wheat and rice, and “turns waste into treasure” to maximize resource utilization. At the same time, it also establishes the price advantage of cheap products.
source: supplant official website
In the category of sweeteners, supplanttm is far more than a product that combines “health” and “sustainability”. Fooditive, a food ingredient manufacturer in the Netherlands, created fooditive sweetener through fermentation technology by using discarded apples, pears and other fruits ® Sweetener. The sweetness of this product is 70% of sucrose, and will not affect hyperinsulinemia, which can effectively maintain the stability of blood glucose level.
In addition, fooditive has always regarded “sustainable development” and “transition to circular economy” as the core principles of the enterprise. It has established a virtuous ecological cycle with local agriculture and achieved a win-win situation by recycling tertiary fruits (unsalable fruits) from local farmers and farmers’ markets as product raw materials. Every 83 tons of waste fruit can produce about 30 tons of foodive sweetener ®, The high-energy output will establish a huge advantage for the rapid expansion of the product market in the future.
In Germany, fooditive was nominated for the “2020 healthy life Award” for its innovative concept of products and its positive contribution to the concept of dietary health in society.
source: MIC
ERAN baniel, founder of douxmatok, an Israeli enterprise, once said: “the original intention of launching incredo is not to develop a sugar substitute, but to design a better sugar.”
Although 99% of the ingredient of incredo is sucrose, the addition of silica only transforms sucrose from an ordered state to an “amorphous” crystal structure, exponentially improves its dissolution rate in the mouth and gives a strong sweet impact to the taste buds. In addition, when the sucrose silica conjugate is dissolved in the mouth, the non covalent bond between silica and sucrose breaks, which increases the surface area of sucrose exposed to saliva and improves people’s sweet feeling from another dimension. The high sweetness of incredo makes it possible to achieve delicious taste only by adding a little amount (reducing the amount of cane sugar by 30% – 50%), and achieve the health purpose of “sugar reduction” from the dimension of “reduction”. At present, the product has obtained 24 authorized patents, and more than 40 patents are under application.
source: time
5、DFAPureCircle ™ NSF-13 
Purecircle of ingradion ™ A new natural flavor improver was introduced, which can provide high-intensity sweetness while ensuring its natural flavor. PureCircle ™ Nsf-13 combines REB m and other Stevia glycosides to provide the highest quality sweetness. It is suitable for a wide range of product applications, including dairy products, bread and beverages.
In addition, purecircle ™ Nsf-13 can also highlight the flavor of the product, increase the tone and reduce the bitterness. According to Yi Ruian, nsf-13 adopts purecircle’s most advanced production technology, which is cost-effective and suitable for sustainable procurement. At the same time, its own “natural organic flavor” label is deeply loved by consumers.  
source: food business Gulf
6、Kerry Tastesense ™
Kerry launched Organic Certified tastesense ™ Sweet organic sweet flavor regulator, which meets the latest requirements of the organic regulations of the U.S. Department of agriculture, is the first organic certified sweet flavor regulator in the U.S. beverage market. This sweetener can not only bring pleasant sweet enjoyment, but also help reduce sugar intake, up to 30%. Moreover, when combined with the product, it can neutralize the odor brought by the active ingredients, vitamins, minerals, plant proteins and other substances, so as to make the product present a purer flavor.
This sweetener exists in the form of powder, which is easy to add and dissolve. With its excellent taste, it is widely used in a series of organic products, including but not limited to seasoned soda, low sugar or sugar free drinks, functional drinks, alcoholic drinks, sauces, bread and dairy products.
source: Kerry
Whether from the macro social development or focusing on human evolution, there is no doubt about the general trend of food health. The concept of “sugar free”, which is delicious and conforms to human nature, is expected to become the mainstream value in the food circle.
At present, China’s non industrial sugar consumption accounts for 30% of the total, close to 5 million tons. This market share of 5 million tons, up to 10 billion, is an indispensable place for healthy sweetener products in the future. How to use new technologies, new concepts and new raw materials to layout this vast potential market in advance is a necessary test for every sweetener enterprise. At the same time, how to discern the beads and find the sweetener that best conforms to the tonality of the product and has the most characteristic label of the product is also what food brands need to continuously polish and cultivate.
All success never depends on one’s own strength, but more on mutual perfection and achievement.
reference material:
[1] Sugar substitute industry: “sugar free” drinks are rising, the market scale is nearly 10 billion, and the peak consumption season is coming [2] annual report 021: the invisible champion of sugar substitute track [3] the development status of China’s functional sugar industry, Low sugar food drives functional sugar consumption demand [4] new opportunities for sweeteners in the company from the new consumption trend [5] food and beverage: “sugar free” series report (II): the rise of sugar substitutes [6] report of the Chinese Academy of Sciences: it is expected that the market scale of sugar free beverages in China will double within five years [7] is the era of low sugar coming? Decrypt the evolution of sweetness [8] welcome to the next generation of sugar replacements
Author: Ma Baiguo; Source: FDL digital food claim (ID: foodatalink), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);

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