ARNHEM, THE NETHERLANDS —Reducing or replacing sugar has become a major dietary target for consumers, a trend driven largely by baby boomers (born between 1946-1964.)

Innova Market Insights research shows that half of the demographic has been limiting their sugar intake or purchasing more reduced-sugar products, while two out of every five baby boomers are cutting back on their consumption of sweets.

“Boomers are below-average purchasers of certain sweet products such as chocolate, desserts, ice cream and snack bars,” said Lu Ann Williams, director of innovation of Innova Market Insights. “In contrast, they are markedly more important in the yogurt, sweet baked goods and breakfast cereals categories, so these could offer opportunities for sugar reduction.”

The yogurt category already has shown signs of low or no sugar development. Twenty per cent of all launches carried claims of low or no sugar in 2018, compared with 4% in 2013.

Breakfast cereals and sweet baked goods have not exhibited the same development in sugar reduction, with 2% penetration for reduced-sugar products in 2018.