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

Ruby Chocolate Max (low viscosity)

Ruby, an even more intense sensorial delight, with a higher tension of fresh berry fruitiness and darker color.

  • Range
  • Fluidity
    3
  • Min. % Dry cocoa solids
    31%
  • Min. % Dry milk solids
    22%
Caramel Doré for Ice Cream

A premium chocolate with a mellow, deeply satisfying caramel creaminess and deep rich caramel flavors and a tantalizing golden color

  • Range
  • Fluidity
    4
  • Cocoa intensity
    1
  • Min. % Dry cocoa solids
    36%
Caramel Chocolate for Ice Cream

An elegant, sweet caramel chocolate with notes of vanilla.

  • Range
  • Fluidity
    4
  • Cocoa intensity
    1
  • Min. % Dry cocoa solids
    35%
Dairy-free m_lk chocolate

Discover the creamiest m_lk chocolate in our dairy-free range. 100% creamy, 100% delicious, 100% plant-based. 

For tantalizing creaminess like your favorite milk chocolate, we selected chufa - also called tigernut, a superfood with a naturally rich and creamy mouthfeel used to make horchata, a delicious milk-like drink loved by millions of Spanish consumers. M_lk chocolate boasts a smooth and silky texture and is high in fiber.

Dairy-free, suitable for all vegan certifications.

  • Range
  • Fluidity
    2
  • Cocoa intensity
    1
  • Min. % Dry cocoa solids
    40.5%

Sugar reduced chocolate

Ruby Chocolate Max (low viscosity)

Ruby, an even more intense sensorial delight, with a higher tension of fresh berry fruitiness and darker color.

  • Range
  • Fluidity
    3
  • Min. % Dry cocoa solids
    31%
  • Min. % Dry milk solids
    22%
Caramel Doré for Ice Cream

A premium chocolate with a mellow, deeply satisfying caramel creaminess and deep rich caramel flavors and a tantalizing golden color

  • Range
  • Fluidity
    4
  • Cocoa intensity
    1
  • Min. % Dry cocoa solids
    36%
Caramel Chocolate for Ice Cream

An elegant, sweet caramel chocolate with notes of vanilla.

  • Range
  • Fluidity
    4
  • Cocoa intensity
    1
  • Min. % Dry cocoa solids
    35%
Dairy-free m_lk chocolate

Discover the creamiest m_lk chocolate in our dairy-free range. 100% creamy, 100% delicious, 100% plant-based. 

For tantalizing creaminess like your favorite milk chocolate, we selected chufa - also called tigernut, a superfood with a naturally rich and creamy mouthfeel used to make horchata, a delicious milk-like drink loved by millions of Spanish consumers. M_lk chocolate boasts a smooth and silky texture and is high in fiber.

Dairy-free, suitable for all vegan certifications.

  • Range
  • Fluidity
    2
  • Cocoa intensity
    1
  • Min. % Dry cocoa solids
    40.5%

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