3 ways to reduce sugar in baked goods and market it
2. Claiming sugar reduction
In order to be able to claim “reduced in sugar”, the overall amount of sugar in the product should be 30% lower than the market average. The claim is used especially for biscuits and cereals; categories for which wholesomeness is a highly relevant consumer benefit.
Within the cake category, “reduced in sugar” claims are more often seen with sports and nutrition type of products.
3. Claiming "without added sugar"
The “no added sugar” claim has proven popular especially within the biscuit category - the number of launches with the claim doubled over the last 5 years (Source: Innova). The natural and unprocessed halo of the claim is very appealing to consumers and allows for a less functional and more indulgent product positioning.
Breakfast is seen by consumers as a health & wellness moment of the day. In the example below, croissant (consumed in the morning in Italy) have been made without added sugar to cater to consumers’ needs for a wholesome breakfast.