Discover what’s driving sugar-free demand and how beverage producers can still satisfy “sweet” cravings without the sugar.

It doesn’t have to be a hot summer day for a sweet drink to hit the spot. Admittedly, after spending the day under the blazing sun, there’s nothing better than a refreshing beverage with toe-curling levels of sweetness. There’s also the syrupy mid-morning pick-me-up, sharing a sweet nostalgic drink with friends, or even indulging in candy-like beverages for holidays and celebrations. 

It’s no mystery. People love sweet drinks, and sugary beverages have dominated the aisles for decades. However, regulatory changes to labeling guidelines could require products to display nutritional information to help consumers make informed purchase decisions. 

Even without regulatory changes like this, though, today’s consumers are becoming more health-conscious, and it’s having a big impact on sugary beverages. Sugar-free or low-sugar beverages have surged in popularity, while high-sugar drinks have seen a marked decline in product movement. 

It’s not enough to simply ditch the sugar from a beverage, though. Yes, consumers want to reduce their sugar intake, but not at the expense of flavor. Learn more about the sugar-free beverage demand and how manufacturers can satisfy customer cravings for “sweet” beverages without the sugar.

Skyfarm is built with terpenes so you can brew with recognizable fruit flavors without adding sugar, calories, or mouthfeel. There are no “off flavors,” potpourri, or floral junk. Just high-amplitude fruit flavor top notes perfect for sugar-free and low-sugar beverages.

Better-For-You, Low-Sugar, and Sugar-Free Beverages

Consumer behavior changed drastically due to the pandemic, and people became more conscious of all aspects of their health during lockdown. Sure, the homebody economy contributed to skyrocketing sales of home fitness equipment. But it also gave people a chance to assess their nutrition. This has led to more curiosity about low-sugar and sugar-free beverages.

Whether it’s a carbonated soft drink, juice, sports drink, or a ready-to-drink tea or coffee beverage, consumers today are less interested in “empty calories” and more interested in products that support their wellness goals. This is particularly visible in the ready-to-drink tea market. 

Siân Edwards, Director of Strategy and Insights at Finlays, explained in an interview that RTD tea is increasingly positioned as a better-for-you alternative to beverages like carbonated soft drinks since many consumers perceive tea as a healthy ingredient. He adds, “A key aspect of this is low/no/reduced sugar claims, which are now present on a third of RTD tea launches in the U.S. market. This is driving category growth and engagement from consumers seeking healthier alternatives.”

Even energy drinks, which used to be riddled with dizzying sugar levels, are seeing increased demand for low or sugar-free options. In one interview, Sally Lyons Wyatt, Global EVP and Chief Advisor of Consumer Goods and Food Service Insights for Circana explained, “These beverages are growing by 22% in dollar sales and 19% in unit sales for the 52 weeks ending May 19 for multi-outlet stores, including convenience stores.”

It’s clear that sugar-free or low-sugar beverages are on the rise. However, eliminating sugar from product formulations isn’t as easy as it sounds.

Sweeteners, Sweetness Enhancers, & Multi-Sensory Integration

Sugar doesn’t just make things sweet. It can alter texture by acting as a swelling agent, act as a preservative, suppress unwanted flavors that may be bitter or salty, and even change a beverage's appearance. That’s why simply reducing or eliminating it from products without additional formulation changes isn’t an option.

A 2022 review published by Food Research International describes the beverage industry's four primary sugar reduction strategies: direct sugar reduction, sweeteners, sweetness enhancers, and multi-sensory integration. Sweeteners are currently the most widely used strategy and include stevia leaf extract, monk fruit, sucralose, aspartame, saccharin, and more. However, these alternatives aren’t without issues.

Aside from potential health concerns, some sweeteners have bitter or astringent off-notes that can negatively impact flavor. Additionally, some float and don’t dissolve easily, some require heating, and few provide the desired mouthfeel. That means workflow modifications and additional ingredients to alter viscosity. 

Multi-sensory integration is the use of all five senses to influence the way we perceive beverage features. For example, a study found that auditory cues significantly influence how we perceive beverage carbonation when observed in a cup. Our other senses can also influence how we perceive sweetness. 

A 2019 study examined the extrinsic (packaging, receptacle, or external environment ) and intrinsic (food color, aroma, and texture) sensory factors in sweetness perception. They found that under the right conditions, multiple sensory cues can “work in conjunction for a greater taste modulation effect [that] will allow designers to come up with more effective sugar-reduced products without taking away consumer satisfaction.”

Fruit Flavor and Aroma Solutions for Sugar-Free and Low-Sugar Drinks

If we’re talking about how consumers perceive features like “sweetness” or concepts like “wellness,” then fruit flavors and aromas are pivotal.

Regardless of the actual sugar and/or calorie content of a beverage, fruit-flavored drinks often appeal to health-conscious consumers. When they see a beverage with certain flavors, it can cue associations with “healthy” ingredients (citrus and Vitamin C, melons and hydration, etc.). 

For example, PepsiCo told Beverage Industry their new Bubly Burst product was “a flavor-forward, lightly sweetened sparkling water beverage with bold fruit flavors, bright colors, zero added sugar and minimal calories.” CMO Todd Kaplan added that new consumers of the sparkling water category still want all of the same features that sparkling water is known for, but just slightly sweeter. 

Basically, consumers want to have their cake and eat it too. Or, in this case, they want none of the sugar, but they still want sweet drinks. 

So, how can manufacturers infuse their beverages with the fruit flavors consumers associate with sweetness? Whereas real fruit or fruit purees add sugar, calories, and viscosity, advanced terpene brewing solutions have no unwanted additions and are designed to provide consistent, bold fruit flavors. That means none of the negative effects associated with sugar, no added calories, and no impact on texture — just recognizable fruit flavors for greater scalability and ease of use. 

Skyfarm | Vivid Fruit Flavors And No Added Sugar

We’ve designed our TTB-approved Skyfarm Series to give you a competitive edge in fruit flavors and aromas. This collection of high-intensity fruit flavor top notes can infuse beverages with the most vivid version of popular fruit flavors.

You won’t have to make any workflow modifications, there’s no risk of refermentation, and you can use “Natural Flavors” for a crisp, clean ingredient list. The best part? There are no notes of grandma’s perfume or potpourri—just the recognizable taste and smell of fruits like Mango, Watermelon, Guava, and more.