Sugar seen as health risk, as toxic as tobacco

RISING negative perception about sugar and its association with obesity and other health risks are encouraging more consumers to make a conscious effort to lessen their intake of sweet foods and beverages, if not eschew sugar altogether. A new report from Euromonitor International presents the backlash against sugar, changes in consumer attitudes, and its effects on markets around the world.

Forty-two percent of consumers seek out food labels with limited or no added sugar, according to Euromonitor’s Global Consumer Trends Survey. The report identifies 34 global markets, including the US, which recorded a five-year rise in obesity. The number of obese adults rose to 41% last year from 34% in 2008. An increase in cases of diabetes was recorded in 27 markets worldwide.  

According to Gina Westbrook, director of Strategy Briefings at Euromonitor International, sugar is now considered by most people as a health risk. Some consumers even perceive it as toxic as tobacco. “Sugar has endured a tide of negative public opinion as the amount of scientific research linking the rise in sugar intake with obesity has increased, leading the government to become increasingly concerned about the rising cost of illnesses such as diabetes and cancer.”

Reducing the recommended daily sugar limit to 5% would have ‘additional benefits,’ said the World Health Organisation. Manufacturers are therefore prodded to lower the sugar content in their food products. They are also encouraged to develop natural alternatives to artificial sweeteners.

Mexico introduced a ground-breaking tax on sugar-sweetened beverages in February, Ms Westbrook said. “Companies will continue to work with ingredients suppliers to develop new alternatives, with natural sweeteners like stevia holding the greatest growth potential.”