Food Business News - March 30, 2021 - 29

Honey's familiarity
Honey claimed the No. 1 spot among
Americans as the most preferred sweetener
for the first time in a " Consumer attitudes
and usage study 2020 " from the National
Honey Board, Frederick, Colo. The study
asked consumers to choose their favorite
from among several common sweeteners,
including white sugar, brown sugar, several
non-caloric sweeteners, raw sugar, monk
fruit and maple syrup. Consumers noted
attributes like " natural, " " unprocessed, "
" good for the environment, " " organic, "
" good source of antioxidants " and " flavorful " as reasons for honey's top ranking.
" Honey has a familiarity that lends
itself to comfort during uncertain times, "
said Catherine Barry, director of marketing for the National Honey Board. " Food
and beverage manufacturers know this
and often promote the ingredient on
product packaging. Consumers understand where honey comes from and its
value as an all-natural sweetener. "
Consumers associate malt-based
sweeteners with wholesomeness and nostalgia, said Amy Targan, president of Malt
Products Corp., Saddle Brook, NJ.
" They often associate malt with
homey and familiar experiences such as
classic malt shops and drinking Ovaltine at
home, " she said. " These warm and positive
feelings, often about a simpler past, make
consumers receptive to messages about
how malt-based sweeteners are all-natural,
nutritive and less processed than many if
not most alternatives. In addition, maltbased sweeteners do not contain fructose,
which many consumers shy away from. "
Ms. Targan also serves as president
of International Molasses, a sister company of Malt Products.
" Molasses is similar to malt in that
it has a long history of being in American
pantries and is therefore associated with
positive feelings, " she said. " Because of the
long existence of molasses, customers are
able to easily comprehend that it is not a
highly-processed sweetener. Molasses' complex flavor itself tells the story of its natural
origins, and those subtle, darker tasting
notes along with molasses' rich color are the
key to its continued popularity. "
March 30, 2021

028_FBN_March30_21.indd 29

" Permissible indulgence " is another
trend that aligns with several natural
sweeteners that have positive attributes,
which give consumers permission to
indulge.
Malt Products Corp. and International Molasses offer MaltRite, OatRite and
CaneRite sweeteners that contain amino
acids, vitamins, minerals and antioxidants, Ms. Targan said.
Honey contains vitamins, minerals,
amino acids and antioxidants, Ms. Barry said.
" Flavonoids and phenolic acids,
which act as antioxidants, also are found
in honey, " she said. " The amount and type
of these compounds depends largely on
the floral source. Honey also is a natural
source of carbohydrates, providing 17
grams per tablespoon, which makes it

Honey claimed the top spot in a National
Honey Board consumer survey of sweetener
preferences.

©WEYO - STOCK.ADOBE.COM

said. " As consumers started to bake and
cook at home during the pandemic, there
was a bit of a revival. Over the last year,
consumer interest in these sweeteners
went up by about 18%, and it's expected to
continue to grow modestly (at 3%) in the
coming year as well. "

ideal for your working muscles. Since carbohydrates are the primary fuel the body
uses, honey can help maintain muscle
glycogen, also known as stored carbohydrates, which gives athletes the boost they
need when they need it most. "

Positive perceptions of sugar
Even sugar may be viewed positively
when it comes to comfort foods.
" Comforting foods and beverages are
deeply rooted in nostalgia and positive
memories that people associate with
these products, " said Shawn Sprankle,
manager ingredient applications -
beverages for Chicago-based ADM. " At
the heart of the more indulgent comfort
foods and beverages, such as ice cream,
is sugar. As the original natural, bulking
sweetener, sugar can be very appealing
to consumers when they're seeking

offerings that give them a sense of solace.
On top of that, foundational syrups frequently used in sodas, baked goods and
confections may also evoke feelings of
comfort in shoppers. "
ADM now offers SweetRight, a
reduced-sugar glucose syrup that helps to
reduce added sugars, he said. The sweetener joins ADM's tapioca and rice syrups.
" Each one offers similar functionality to corn syrup, including bulking and
binding, as well as viscosity for ease in
processing, " Mr. Sprankle said. " Moreover, these reduced-sugar specialty syrup
solutions can be used in comforting foods
like frozen desserts, confections, snacks,
bars and cookies to decrease added sugar.
Plus, our tapioca and rice syrups are both
non-GMO ingredients perfect for clean
label product positioning. "
International Molasses recently introduced CaneRite panela, a free-flowing
powder sweetener made from the freshly
squeezed juice of the whole sugar cane
plant. Unlike conventional " raw sugar "
products, CaneRite panela is unrefined
and non-centrifuged, so that it authentically and comprehensively retains all the
cane plant's original flavor and nutritional benefits, Ms. Targan said.
" CaneRite panela is an attractive
sweetener option for a variety of food
applications, including spices, barbecue
and other sauces, cookies, bakery items,
bars and confectionery items, " Ms. Targan
said. " For solids, CaneRite panela offers
excellent binding properties and a natural
brown coloring with caramel notes. For
all applications, it aligns with non-GMO
and clean label ingredient claims increasingly popular with modern consumers. "
Batory Foods, Rosemont, Ill., offers a
full line of clean label, nutritive sweeteners that consumers recognize from their
pantry, including granulated and liquid
sugar, brown sugar, honey, molasses, maple syrup, etc., said Melissa Ridell, head of
innovation and technical services. Also
available are more commercially used
sweeteners such as tapioca syrup, brown
rice syrup and invert sugar.
Ms. Ridell said her No. 1 comfort
ingredient would be sugar.
" Eating a slice of grandma's homebaked apple pie, licking a popsicle on a
hot, summer day, sugar is found in almost
everything, " she said. " It's a staple and
is everything that screams childhood,
which was 'comforting' for me. " FBN
Jeff Gelski
jgelski@sosland.com
Food Business News

29

3/26/2021 12:08:03 PM


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Food Business News - March 30, 2021

Table of Contents for the Digital Edition of Food Business News - March 30, 2021

Food Business News - March 30, 2021 - 1
Food Business News - March 30, 2021 - 1
Food Business News - March 30, 2021 - 2
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