There is a growing awareness amongst consumers that reducing their sugar intake will benefit their health in a number of ways. However, despite sugar reduction being a far from recent phenomenon, consumers are still cautious about the taste experience of lower sugar products. Taste, especially in indulgent categories like ice cream or confectionery, is still of the utmost importance. And to top this off, artificial sweeteners remain untrusted by many consumers. 

This leaves manufacturers in the tricky position of having to balance health, taste and naturalness when formulating a reduced sugar product. Take a look at this latest Trend Watch to see what is driving consumers in this space, and how manufacturers around the world are responding to this consumer need.