Replacing sugar smartly
June 2, 2025
Why sugar reduction only works if it tastes good
On 2 June, 'A Healthier Week' will kick off – an initiative by the Diabetes League that challenges Flemish people to make healthier choices for a week, with an emphasis on reducing added sugars. This presents a huge opportunity for food companies: consumers want to eat healthier, but their choices are still guided by taste. Sugar reduction is therefore more than just a change in the recipe. It is a taste challenge. And you can only win that with the help of consumers.
Why sugar reduction goes beyond just sweetness
Sugar does much more than just add flavour. It also influences the texture, mouthfeel and even the appearance of a product. Remove sugar and the entire sensory profile changes.
Alternatives such as sweeteners can help, but they often leave an aftertaste or an unnatural flavour balance. These details are crucial: even subtle differences can significantly reduce the appreciation of a product. Sensory consumer research is therefore indispensable. Only by testing with real consumers can you discover whether a healthier variant really tastes good.
Sugar-free raspberry lemonade: room for improvement
Recent research by Normec Sensory shows how important consumer testing is. In a comparison between a regular raspberry lemonade and a sugar-free variant, test subjects provided valuable feedback:
The zero variant was rated as too light, which influences perception even before the first sip.
Despite a similar overall rating, this variant scored lower on the top box score (the percentage of respondents who gave a score of 7 or higher).
The aftertaste of the zero variant was a clear area for improvement – possibly due to the use of sweeteners. For many consumers, this is decisive for the overall experience.
Sensory research is essential at every stage: from developing a product that meets taste expectations to evaluating market acceptance and purchase intent at launch.
Success story: ketchup with no added sugar
A similar consumer study by Normec Sensory into tomato ketchup proves that sugar reduction can also be successful. In this study, a variant with added sugars was compared with a version without added sugars. The result:
Both products received the same score: a 6.8.
In both cases, 60% of respondents gave a score of 7 or higher.
An important conclusion: it is therefore possible to reduce sugar without compromising on taste – provided that it is properly formulated and tested.
The power of sensory research
Sensory research not only provides valuable insights for product development, but also powerful support for marketing. You not only know that consumers appreciate your product, but also why. This enables us to support any claims you may make and back them up with data.
Are you ready for a Healthier Week?
A Week Healthier is the perfect opportunity to showcase your healthier product line. But don't forget: only sensory consumer research will enable you to create healthy products that consumers will continue to buy. It also helps you make informed choices during the development process and avoid surprises at launch.
Let taste determine your success
Curious to find out how your product scores after sugar reduction? Or where there is still room for improvement in terms of taste? Have your product tested by consumers at Normec Sensory and discover where the difference lies with data. This way, you know exactly where to make adjustments without compromising on taste. With our expertise and practical approach, we help you bring healthy products to market that are both successful and tasty.
More about Normec
Normec Sensory
Amstelveen Netherlands