If the last three years have taught us anything, it’s that health should always be our top priority. As we emerge in this new post-pandemic world, consumers have become hyper-aware of how diet and lifestyle can affect every aspect of their lives. This focus is reinforced through the increased availability of personal health monitoring devices, which can tell us how our every move, bite, or sip affects our daily well-being.
One health area experiencing a significant surge in interest, in particular, is blood sugar management. What was once traditionally viewed as a concern of diabetics has garnered the attention of the general public looking to be more proactive about their health. Advances in technology and increased availability of blood glucose monitoring devices have made it easier for consumers to track their blood sugar levels and seek tools to help keep them in a healthy range. Health and fitness influencers have also propelled blood sugar management into the limelight, having amassed thousands of health-curious followers interested in exploring new frontiers in personalized nutrition and lifestyle programs.
A Measure of Health
As consumers increasingly look to blood sugar levels as a measure of health, the food and beverage market has a unique opportunity to meet the needs of this growing segment of consumers. While sleep quality, stress, and weight control reign among the top concerns, managing blood sugar is quickly becoming of equal importance.
According to an ADM Outside VoiceSM proprietary research study, over 57% of U.S. adults are taking steps to manage their blood sugar, with 40% monitoring their levels at home, outside of routine doctor visits with at-home devices.1 These consumers, predominantly early middle-aged and younger adults, are driving a notable market expansion for at-home monitoring devices. Interestingly, 65% of these individuals only began testing their blood glucose in the last three years, indicating a correlation between increased health awareness during the pandemic and a heightened media focus on personal health management.
The Sweet Without the Sugar
We know an increasing amount of consumers are measuring their blood sugar, but what are they doing to help maintain them at healthy levels? ADM surveyed consumers, both users and non-users of at-home blood sugar monitoring devices, and found that 44% believe diet and nutrition are the most important variables in managing their blood sugar after exercise. This focus on food translates to consumers deliberately making consumption choices based on how it will affect their health. In fact, 84% of consumers actively avoid or limit sugar in their diets and 50% are looking to reduce the amount of grains and carbs they consume. Even though consumers may be looking to reduce sugar, they are not willing to compromise on taste to do so. This has led to an increased demand for better-for-you indulgences, with 37% of consumers looking for sugar alternatives to help them meet their goals.
Photo: ©ADMThe challenge for the food industry is to meet the demand for sweet treats while offering options that will minimize fluctuations in blood sugar levels. Almost half of consumers agree that there aren’t enough food and beverage options to help them maintain healthy blood glucose levels and that taste is always an issue for those foods that do. The primary factor contributing to dysregulation of blood glucose is excessive energy and carbohydrate intake. New studies show that keeping our blood sugar levels more stable throughout the day may be even more beneficial for our health than just eating less and cutting carbs. Glycemic variability, the amount our blood sugar fluctuates, has been linked to a variety of adverse health issues.2,3 One effective method to reduce these daily fluctuations is to ensure blood sugar doesn’t spike too much after meals. It’s been noted that changes in post-meal glucose control often precede alterations in the measure of fasting blood glucose, further emphasizing the importance of our diet in glucose management.
The Quest for Balance
So, how do we solve these issues? How do we create products that can get to the root of the problem without off-notes of flavor? The solution is surprisingly sweet. Specialty sugars and low- and no-calorie sweeteners offer a way to address both of these nutritional concerns in food and beverages. By replacing carbohydrates with lower glycemic sweeteners, brands can simultaneously reduce total calories as well as carbohydrates, which can help to minimize post-meal glucose spikes. This, in turn, offers something that satisfies tastebuds and health goals.
Photo: ©ADMWhile the solution may seem simple, the type of sweeteners used plays a significant role in both the structure and flavor of the product. With so many options on the market today, selecting the correct one to get the job done can be challenging. That’s why ADM is your nutrition and sugar reduction leader. They offer truly innovative solutions to give you an edge in today’s dynamic marketplace. In their new white paper, “Sweet Stability: Sugar Alternatives and Blood Sugar Control,” they explore the demand behind blood sugar management tools and offer sweetening solutions that go beyond merely adding sweetness and address the nutritional goals of consumers today. ADM also offers invaluable access to nutrition experts who can help navigate the complexity glycemia, removing some of the hurdles brands face when developing new products.
Opportunity for Innovation
The conversation around blood sugar, sweetness, and health is becoming more nuanced, and with it, the food and beverage industry is entering a new era of product development. As the public seeks out foods and beverages that support their lifestyle and wellness goals, there has never been a more exciting time for innovation in sugar-reduced solutions. Don’t miss out, download “Sweet Stability: Sugar Alternatives and Blood Sugar Control,” to get your brand on track for the sweet life.
