Datamonitor's Productscan Online database reports that the number of new food & beverage products launched worldwide claiming to have no high fructose corn syrup has nearly tripled so far in 2007, compared to all of 2006. The figures reflect a perception among consumers that the ingredient is unhealthy, and food and beverages marketers are keen to disassociate their products from the sweetener.
High fructose corn syrup the newest health villain?
According to Datamonitor's Productscan Online, 146 new food & beverage products have been launched worldwide proclaiming that they do not contain any high fructose corn syrup (HFCS). This compares with just 54 products that announced they were HFCS-free in 2006 and 53 products that made the same claim in 2005.
The growth in new foods & beverages claming to be free of high fructose corn syrup has been recent and dramatic. In 2003, just six new beverages made label claims that they were free of high fructose corn syrup.
Until recently, a handful of small companies said their products were free of high fructose corn syrup. Now, however, some of the larger packaged food & beverage companies are removing high fructose corn syrup from their products including Kraft Foods, Dannon and Del Monte Foods.
For now, the trend is heavily concentrated in the US. Kraft Foods' contribution to the trend includes Back to Nature Chewy Trail Mix Bars, Fruit & Grain Bars and Bakery Squares Bars. All three lines were launched in the US earlier this year.
Group Danone's Dannon Company touts its new Dannon Danimals Xtreme Drinkables Bursting with Fruit Flavor as having "only the good stuff", which means no high fructose corn syrup. Del Monte Bloom Energy Drink, also HFCS-free, is described as "a new energy drink specially formulated for women that you can feel good about." Both products are new in the US.
Perception or reality?
Although the ingredient has become controversially associated with the rise in obesity rates, the case against high fructose corn syrup is far from clear. In July, the American Journal of Clinical Nutrition stated that there was no unique link between high fructose corn syrup and obesity.
However, the state of Florida attempted to ban high fructose corn syrup from schools in 2006, although the legislation was never signed into law. All of this activity seems to be having an impact on consumers. A 2007 International Food Information Council Foundation study found that 60% of US consumers said they were trying to consume less high fructose corn syrup.
Regardless of whether the risk is real or perceived, consumers want fewer processed foods in their lives. According to a 2006 Datamonitor consumer survey, 63% of American consumers reported that it was "important" or "very important" to reduce processed food consumption. In the UK, 64% of consumers concurred, as did 73% of consumers in Italy.
Natural sweeteners could prosper
With high fructose corn syrup's less than stellar health reputation, the door may be opening for alternative sweeteners like agave and stevia. The latter is the subject of intensive research by Cargill and Coca-Cola Company, which have teamed up in the hope of marketing a new calorie-free sweetener to consumers in Europe and the US based on stevia called Rebiana.
Stevia is not yet approved for use in food and beverage products worldwide, which means opportunities for other natural sweeteners like cane sugar and agave. The latter has recently shown up in new packaged foods ranging from ketchup to salad dressing, beer and cookies.