Sugar reduction strategies
across retailers in Western Europe

With consumers moving towards a healthier lifestyle, sugar is a key area that people want reducing in their food. It’s now up to Retailers to meet these demands and offer healthier alternatives for the growing health-conscious consumer groups.

Millennials are driving the healthy eating demand!

Millennials is the nicer name for consumers who are now between 25 and 39 years old. This segment are a dynamic bunch, who look for healthier alternatives of food which is nutritionally good for them, as well as tasty

In general, processed sugar is on the hit list for Millennials, who are options for either lower levels or natural alternatives, such as honey to sweeten their favorite foods. They are also more educated on nutrition and packaging labels to really understand exactly what they are consuming. This has created a new challenge for retail across Western Europe, adapting quickly to changing tastes and demands of their shoppers.

Millennials and their wholesome choice

Healthier retail strategies across Western Europe

Across multiple countries in Western Europe, sugar taxes have been implemented to encourage companies to develop healthier ranges in their product portfolio. Recent countries to implement these taxes are UK & Ireland, France, Spain, Belgium and Portugal. All looking to cut sugar by 20% from certain food categories (Bakery, Confectionery and Cereals).

Tesco originally took the lead in the UK, committing to reducing sugar 5% year on year in their drinks range, and from that have expanded by cutting sugar, salt and fats across their private label range. Others soon followed, with Lidl committing to reduce sugar by 20% by 2020 across 350 own label products.

Carrefour, the largest French retailer is taking a similar approach, by offering private label products with less sugar and salt. Throughout 2019 they will host over 200,000 tasting events to promote the success of their reformulations.

Rewe (Germany) integrated their customers in the sugar-reduction journey. They held online surveys to see which own label products their customers want to have healthier. They gave the option of reducing sugar from 20-40% on these SKUs. 

Other retailers, such as Albert Heijn (The Netherlands) have moved towards transparent communication with their consumers. They have developed new labels for over 11,000 own-label SKUs, to show daily recommendation of sugar, thus allowing clearer decisions from their shopper base. 
 

Millennial consumer reading labels of product

Is chocolate a solution?

Clean label sugar reduced milk chocolate

Barry Callebaut offers a range of lower sugar products. Not only just chocolate, but also fillings, nuts, and inclusions

Recently four different chocolate recipes have been developed, all ensuring to meet the need for clean-label products, and thus no laxative claims. A Milk & Dark Chocolate without added sugar with Stevia and a Milk & Dark with 1% sugar to meet the EU regulations of chocolate.

Beyond our range, we also work closely with a range of customers to support on recipe reformulation, so they can offer their own unique taste but with a healthier twist.

Sugar reduced chips & chunks

Dark Chocolate 1% Added Sugar only

Delicious dark chocolate rich in fibre and made with only 1% added sugar. The rest of sugar has been replaced by chicory root fibre (oligofructose). This recipe is unique to Barry Callebaut!

  • Range
  • Fluidity
    3
  • Cocoa intensity
    3
  • Min. % Dry cocoa solids
    71%
Milk chocolate Without added sugar (chicory root fiber)

Delicious milk chocolate in which sugar has been replaced by chicory root fiber (oligofructose) and sweetened with a touch of steviol glycosides, better known as stevia. No laxative warning, rich in fibre. Recipe unique to Barry Callebaut!

  • Range
  • Fluidity
    3
  • Cocoa intensity
    1
  • Min. % Dry cocoa solids
    37%
Without added sugar stevia dark chocolate - chicory root fiber

Delicious dark chocolate in which sugar has been replaced by chicory root fibre (oligofructose) and sweetened with a touch of steviol glycosides, better known as stevia. No laxative warning, rich in fibre. Recipe unique to Barry Callebaut!

  • Range
  • Fluidity
    3
  • Cocoa intensity
    3
  • Min. % Dry cocoa solids
    72%
Ruby Chocolate Ice Cream Coating

Ruby chocolate, a true gift from mother nature, is now available in an Ice Cream Coating.  Its fresh and tangy flavor delivers a new taste experience that consumers will love, with the novel ice cream coating crack of texture. 
Ruby provides new pairing horizons for the ice cream market and new tasting experiences in ice cream consumption.

  • Range
  • Fluidity
    4
  • Cocoa intensity
    2
  • Min. % Dry cocoa solids
    38%

Sugar reduced chocolate

Dark Chocolate 1% Added Sugar only

Delicious dark chocolate rich in fibre and made with only 1% added sugar. The rest of sugar has been replaced by chicory root fibre (oligofructose). This recipe is unique to Barry Callebaut!

  • Range
  • Fluidity
    3
  • Cocoa intensity
    3
  • Min. % Dry cocoa solids
    71%
Milk chocolate Without added sugar (chicory root fiber)

Delicious milk chocolate in which sugar has been replaced by chicory root fiber (oligofructose) and sweetened with a touch of steviol glycosides, better known as stevia. No laxative warning, rich in fibre. Recipe unique to Barry Callebaut!

  • Range
  • Fluidity
    3
  • Cocoa intensity
    1
  • Min. % Dry cocoa solids
    37%
Without added sugar stevia dark chocolate - chicory root fiber

Delicious dark chocolate in which sugar has been replaced by chicory root fibre (oligofructose) and sweetened with a touch of steviol glycosides, better known as stevia. No laxative warning, rich in fibre. Recipe unique to Barry Callebaut!

  • Range
  • Fluidity
    3
  • Cocoa intensity
    3
  • Min. % Dry cocoa solids
    72%
Ruby Chocolate Ice Cream Coating

Ruby chocolate, a true gift from mother nature, is now available in an Ice Cream Coating.  Its fresh and tangy flavor delivers a new taste experience that consumers will love, with the novel ice cream coating crack of texture. 
Ruby provides new pairing horizons for the ice cream market and new tasting experiences in ice cream consumption.

  • Range
  • Fluidity
    4
  • Cocoa intensity
    2
  • Min. % Dry cocoa solids
    38%

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