Action on Sugar’s stance on how society can reduce their sugar intake revolves around implementing a multifaceted approach involving education, industry innovations and policy interventions.
Global efforts to reduce sugar
“Empowering consumers with clear, transparent labelling and raising awareness of the health impacts of excessive sugar consumption is vital,” says Dr Kawther Hashem, Head of Research and Impact at Action on Sugar based at Queen Mary University of London.
Providing consumers with clarity on products’ claims, ingredients and sourcing is a key trend in 2025, reflecting consumers’ calls for increased transparency on the contents of the items in their baskets. Market research company Innova has released its top trends for 2025, anticipating ingredient quality will be an increasing focus for private-label brands.
“Government initiatives, such as mandatory sugar reduction targets and incentivising healthier reformulation, are also crucial to shift consumption patterns at scale,” Hashem says. According to the Obesity Evidence Hub, at least 54 countries worldwide have introduced taxes on sugar-sweetened beverages, prompting shifts in the food and beverage’s outlook on sugar content in formulations.
The World Health Organisation (WHO) recommended the globe make strides towards reducing the intake of free sugars almost a decade ago, advising consumers to lower their daily sugar consumption to less than 10% of their overall energy intake. The World Action on Salt, Sugar & Health, part of Queen Mary University of London, has recently celebrated its education and information initiative, Sugar Awareness Week. Taking place from 18th-24th November, the week calls on manufacturers to lower the amount of sugar in their formulations.
Meanwhile, in industry, natural sweeteners and zero-sugar alternatives to diet products have appeared as leading evolutions of the sugar-reduction movement in 2024.
Confectionery can contribute to sugar-reduction efforts
The confectionery industry plays a key role by reformulating products to contain less sugar and calories. “Innovating with natural sweeteners, smaller portion sizes and offering a diverse range of low- and no-sugar options can significantly reduce the sugar intake in consumers,” says Hashem.
In 2024, confectionery consumers are increasingly exploring healthier alternatives to traditional treats. As part of its ‘Healthier Living’ trend, Innova research finds that sugar reduction is the primary focus for innovation in confectionery, with sugar reduction driving new product development (NPD) in chocolate, candy and gum. Data from research provider Circana shows that in 2022, low-sugar varieties were an important purchasing driver for confectionery consumers, with more than 40% looking for low-sugar varieties.
“Additionally, responsible marketing practices, such as not targeting children with high sugar products, are equally important,” Hashem adds.
Replacing typical levels of sugar in popular confectionery products with reduced sugar options can provide a solution. However, effective marketing strategies are needed to promote them and only when they replace the popular products. “Just creating more choice does not necessarily convince consumers to switch to healthier alternatives, only when the healthier alternative is the option available,” Hashem says.
Indulgence and healthier alternatives
As the sugar-reduction trend grows, manufacturers are exploring ways to balance responding to consumers’ interest in indulgence with better-for-you varieties. Action on Sugar highlights that most products are indulgent from a nutritional perspective within confectionery.
“By definition, a confectionery shouldn’t be a healthy food,” says Hashem. “It won’t be a healthy food, and companies need to be honest about this,” Hashem adds. The organisation confirms that while there is ‘healthier’ confectionery, there is not healthy confectionery, at least according to current measures of the healthfulness of food and drink products using the Nutrient Profile Model, developed by the UK’s Food Standards Agency.
In response to ongoing efforts to reduce the amount of sugar in global formulations, the confectionery sector can pursue several measures. “The confectionery sector should take proactive steps to reformulate products, innovate healthier alternatives and reduce portion sizes where appropriate,” says Hashem.
Along with committing to responsible marketing, particularly avoiding the promotion of high-sugar products to children, the organisation states producers need to work with retailers to not fall foul of the current promotions regulations, such as those implemented in the UK on high in fat, salt or sugar (HFSS) products.