Conducted with the Brightfield Group, the research found sugar is the top dietary element consumers want to cut, yet only 31 percent use non-caloric sweeteners, citing taste as a major barrier. While 71 percent of sugar reducers opt to eat fewer sweet foods, 70 percent of those using natural sweeteners are eager for new options. The study also revealed a preference for clean label ingredients and distrust of artificial sweeteners, underscoring a gap in the market.
