With more than half of Americans trying to reduce their sugar intake, Israeli start-up DouxMatok has developed a way to further concentrate sugar, meaning people can use less without compromising the sweetness. This presents an appetising alternative to those wanting to cut down – not out. We explore the insights behind how the company is responding to people’s desire to cut down on sugar without compromising on taste.
Israeli start-up DouxMatok uses a flavour-enhancing technology to make sugar that’s 30% stronger, meaning less can be used compromising on sweetness. The brand is bringing the tech to the American market after new regulations for 'added sugar' labelling were released this year. And with sales of sugar already down 4.1% from 2017, andwith 32 countries introducing a sugar tax, DouxMatok could help change the fortunes of an industry that's been damaged by years of negative press. "It's not the end of sugar yet, but these 'healthification' trends are mega-trends that are here to stay, and the whole supply chain needs to adjust," says Aurélia Britsch, head of commodities research at Fitch Solutions.
Research from Reuters/Ipsos has found that 58% of Americans are actively trying to reduce sugar consumption on a regular basis. They're becoming more aware of the health risks eating too much refined 'added sugar' brings. And since Americans are consuming on average 57lbs more sugar than recommended, there's becoming an expectation that food brands need to do their bit to create product lines with less of the white stuff in. But while brands such as Supernatural help finds natural alternatives for refined sugars, not everyone wants to reduce it, let alone cut it out altogether. In fact, 39% of Americans say they have no intention of doing either, so brands such as DouxMatok could provide an alternative.
Sophie Robinson is a research intern and recent social anthropology graduate at Canvas8, which specialises in behavioural insights and consumer research.
