There is most certainly a large focus on sugar as being one of the main villains in today's obesity crisis, especially when it is in the form of sugar-sweetened beverages. Contributing very little to no health benefits, and, at the same time, relatively high amounts of energy to our diet, sugar has become an easy nutrient to blame for the problem. But is it justifiable?

Sugar Not the Only Nutrient In Our Diet
There is suggestive evidence from studies that sugar consumption is associated with an increase in body weight. Moreover, data from Euromonitor International's Passport Nutrition show that, in countries with higher prevalence of overweight and obesity, there is a relatively higher intake of sugar from packaged food and soft drinks. This is true in both developed countries and emerging markets that were previously associated with under-nutrition. There are some exceptions to this, such as Egypt, Venezuela, Hong Kong and Japan (highlighted in the graph below).


Though sugar might pose a threat to easy overconsumption of calories and hence weight gain, it is unlikely that it is solely responsible for the modern malnutrition (malnutrition in the state of obesity) we are faced with today. In order to fight the current crisis, we will have to take on a more global approach to improving our diets. For example, our Passport Nutrition data show that similarly to sugar, fat intake is also higher in diets of countries with higher overweight and obesity rates (see graph below).


However, it is important to note that fat is a crucial part of a healthy diet, and so it could never be completely eliminated. Unsaturated fatty acids should be included in moderate amounts, while trans fats and saturated fatty acids should be kept to a bare minimum.


High Intensity Sweeteners Are Not the Answer
Consumer perception is a critical aspect of a product's success and there has been a lot of uncertainty and mistrust regarding whether or not high intensity sweeteners (HIS) contribute to poor eating choices and the onset of cancer. Most HIS are artificial, and the large demand for natural products and ingredients in recent years means that consumer perception of artificial ingredients has become increasingly negative.

The decision for manufacturers to incorporate artificial HIS in their products is inevitably associated with the loss of a large proportion of consumers. Natural HIS pose an interesting avenue for investigation; however, the current options of stevia and monk fruit still have taste issues. To succeed, these would need to be overcome, so that they can be used without the addition of sugar or other artificial ingredients to mask bad notes.

Natural or Not, Sugar is Sugar
Some may choose to avoid products with negative health impacts and therefore go for more "natural" or alternative sweeteners associated with health benefits, such as honey, coconut sugar, agave nectar and brown rice syrup. For example, manuka honey (famous for its "unique manuka factor") has been previously associated with anti-inflammatory properties, reducing gut problems or even relieving allergies. Similarly, agave nectar has been shown to produce a lower glycemic load, which may, according to some sources, be a better alternative for diabetic patients. Nevertheless, evidence to support these claims has been insufficient and components such as the "unique manuka factor" are not understood enough to know whether they remain active ingredients when ingested in the body.

Furthermore, despite their natural sourcing, natural sweeteners such as the aforementioned still contribute to calorie intake and hence also contribute to weight gain and diet-related diseases. Moreover, they contribute to cavity formation, which is another significant health problem associated with sugar intake today. There is a definite shift toward natural sweeteners; however, from a nutrition and health point of view, they are not any less detrimental to health than conventional beet/cane sugar.

Avoiding One Nutrient Will Not Get Us Very Far
The obesity problem we are faced with today is continually growing, globally. Sugar is undoubtedly in the spotlight, and with it a need for innovative low-sugar options. Some attempts to reformulate or create healthier lines have already been made. However, it is becoming abundantly clear that replacing a critical ingredient of a product, or single nutrient in a diet, is neither an easy process for food companies nor a successful obesity strategy from a public health point of view. In order to succeed, a more global approach to a healthy and nutritious diet will have to be undertaken, both from the industry, as well as the government; and, alongside this, a better understanding of the complexity of human physiology and desire.

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For further insight contact Sara Petersson, Nutrition Analyst at Euromonitor International, at sara.petersson@euromonitor.com.