Story perspectives
Consumers Shift to Natural Sugars Amid Health Concerns
11/6/2025
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Story summary
- US consumers are increasingly cautious about sugar and are avoiding added sugars.
- Consumers still view cane sugar as a natural choice despite shifting demand.
- New launches emphasize organic and flavored sugars, while erythritol is marketed as natural.
- Brands should highlight natural origins to appeal to health-conscious consumers.
- Boomers show greater concern about sugar and artificial sweeteners, signaling marketing opportunities.
