Sugar Fast Replacing Fat as the New Evil: GMID ARTICLE

Sugar Fast Replacing Fat as the New Evil

Article | 27 Jul 2012

Sugar is rapidly gaining a bad reputation and is being blamed for rising public health problems such as type 2 diabetes, obesity and even cardiovascular disease. Euromonitor International looks at why the finger is now pointing at sugar and, subsequently, the forecast growth for reduced-sugar products.

Fat reduction is no longer the target

Fat used to be the ingredient to blame. Ingredient companies became obsessed with finding fat replacers, individuals were told to reduce their fat intake, particularly of saturated fats, and consumers sought out reduced-fat products. However, with the rising prominence of the health benefits associated with the Mediterranean diet and many scientific studies highlighting the benefits of polyunsaturated and unsaturated fats, attention is turning away from fats. Even the recent EU article 13.1 health claims are advocating the benefits of mono and polyunsaturated fatty acids and olive oil polyphenols.

What makes sugar bad

Sugar in its simple and natural forms, such as fructose and glucose, increases an individual's glycaemic profile after consumption. A spike in blood glucose levels ultimately leads to the liver having to work harder and having to pump out more insulin. Over time the liver's ability to regulate insulin output declines and as a result an individual can develop insulin resistance and ultimately type 2 diabetes.

Latest developments in the war against sugar

In January 2012, France's Constitutional Council followed Denmark by adopting a new tax on soft beverages (including carbonates, fruit juice with added sugar and flavoured milk drinks) with added sugar and those which have been artificially sweetened. This new law has increased the excise tax to €7.70 per hectolitre in an attempt to reduce obesity. The tax also applies to artificially sweetened soft drinks in a bid to prevent consumers unintentionally increasing their intake of artificial sweeteners, such as aspartame, which potentially have their own health risks.

In the US, New York Mayor Michael Bloomberg proposed to ban the sale of super-sized sugary drinks at stadiums, restaurants and cinemas in 2012. There is some controversy over whether this ban is symbolic or will actually have an impact. The ban does not limit the amount an individual can buy or reduce the size of fizzy drinks bought in the supermarket, but it does undoubtedly point the finger at sugar as a significant contributor to the rising level of obesity in the country.

HFCS – can a single ingredient be to blame?

High fructose corn syrup (HFCS), and similar sweeteners such as glucose/fructose syrup, are increasingly being blamed by numerous health organisations and media sources (such as the 2012 television programme “The Men Who Made Us Fat”) for diet-related public health problems, thus increasing public awareness, which, ultimately, is no bad thing.

The use of these sweeteners on a mass scale began in the late 1970s. Now they are used in a whole range of products including carbonates, bakery, dairy, ice cream and sauces, dressings and condiments.

However, the use of HFCS in particular is decreasing. Consumption has dropped by a million tonnes since 2009, but globally 7.6 million tonnes were consumed in 2011. Just over six million tonnes were consumed in North America and 1.2 million tonnes in Latin America. Conversely, in all emerging markets, consumption increased over the 2005-2010 period, a worrying statistic.

Whilst there is strong consumer backing for the removal of HFCS from products, a study in the renowned American Journal of Clinical Nutrition by Dr John White, an expert in sweeteners but who also has a professional association with the Corn Refiners Association, said that HFCS is not the sole cause of obesity and there is no evidence that high concentrations of HFCS cause metabolic upset, unlike pure fructose. A further study published in Diabetes Care in July 2012 found that consumption of fructose, the main type of sugar found in fruit, within reason, did not significantly affect fasting glucose or insulin.

Given the complexity of our diets, we cannot blame a single ingredient. Nevertheless, there is still a general consensus that the problem with sugar remains too much, too often. This not only affects consumers' perspective on fizzy drinks and confectionery but also fruit, which has long been advocated as a vital part of a healthy diet.

Reduced-sugar products set to grow

Euromonitor International predicts this negative perception of sugar will continue. Sales of better- for-you (BFY) reduced-sugar food and drinks are set to enjoy a stronger constant value CAGR over 2010-2015 than reduced-fat food and drinks. This strong growth will lead to reduced-sugar products taking share from reduced-fat products within the BFY category. Globally, BFY reduced-sugar food and drinks accounted for 37% of total BFY sales in 2010. However, this share is set to rise to 39% by 2015. On the other hand, global BFY reduced-fat food and drink products accounted for a 56% share of sales in 2010, with this figure set to fall slightly to 55% in 2015.