According to a newly released "Healthy Aging Report" by ADM, a significant number of global consumers are now modifying their dietary and supplement choices to promote physical mobility, strength and cognitive resiliencea. This proactive approach to health is unlocking vast market opportunities, but it comes with a dramatic twist for product formulators. For decades, flavor was an uncompromisable king; however, today's health-conscious public is opening the door to distinct sensory trade-offs.
Notably, the report reveals that a striking 67% of consumers state that products supporting vitality and healthy aging can taste less sweet. This willingness to scale back sweetness provides manufacturers with a massive green light to reduce sugar and heavy sweeteners without fearing consumer backlash.
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According to a newly released "Healthy Aging Report" by ADM, a significant number of global consumers are now modifying their dietary and supplement choices to promote physical mobility, strength and cognitive resiliencea. This proactive approach to health is unlocking vast market opportunities, but it comes with a dramatic twist for product formulators. For decades, flavor was an uncompromisable king; however, today's health-conscious public is opening the door to distinct sensory trade-offs.
Notably, the report reveals that a striking 67% of consumers state that products supporting vitality and healthy aging can taste less sweet. This willingness to scale back sweetness provides manufacturers with a massive green light to reduce sugar and heavy sweeteners without fearing consumer backlash.
These findings dovetail with a 2025 survey released by the International Food Information Councilb (IFIC), which found that Americans crave sweetness but want less of it. According to “Americans’ Perceptions Of Sweetness In Their Diets,” sweetness remains the most preferred basic taste quality in the United States, yet an overwhelming majority of consumers believe it is important to scale back the overall sweetness of what they eat and drink.
The Sweet Paradox
The IFIC study shows that 58% of Americans rank sweet-tasting food in their top two preferences among the five basic tastes, outperforming savory/umami (49%), salty (45%), sour (24%) and bitter (21%). Furthermore, 59% of respondents agree that sweet-tasting foods and beverages can be part of a healthy diet.
However, 78% of consumers state that reducing the overall sweetness of their diet is important to them (with 33% calling it "very important" and 45% calling it "somewhat important"). When asked why they want to cut back, respondents cited several primary motivators:
- Eating healthier in general: 49%
- Managing blood sugar/diabetes: 43%
- Managing body weight: 41%
- Improving dental health: 36%
Women were significantly more likely than men to cite these reasons for cutting back, including eating healthier (53% vs. 44%) and managing blood sugar (49% vs. 37%).
Anticipated Health Gains vs. Cravings Split
If consumers were to lower the sweetness in their daily diets, most expect clear health benefits. Sixty-four percent expect an increase in overall health and the healthfulness of their diet, while 58% expect a drop in calorie intake and 55% expect a decrease in body weight.
Yet, consumer sentiment remains completely split regarding how a less-sweet diet would affect cravings. Exactly 36% of Americans expect their cravings to increase, while an equal 36% expect their cravings to decrease.
When identifying where dietary sweetness originates, consumers point primarily to desserts and sweet snacks (53%), candy (49%) and fruit (41%), followed by sugar-sweetened beverages (36%), 100% juice (32%) and coffee/tea drinks (32%).Madjid Atmania at Pexels
Sources of Sweetness and the Functionality Gap
When identifying where dietary sweetness originates, consumers point primarily to desserts and sweet snacks (53%), candy (49%) and fruit (41%), followed by sugar-sweetened beverages (36%), 100% juice (32%) and coffee/tea drinks (32%).
The survey also uncovered a significant gap in consumer understanding of food science. While 77% of Americans recognize that sugar is added to foods and drinks for sweetness, far fewer realize its critical technical properties, such as texture (22%), shelf-life extension (21%), color development (16%) or moisture retention (11%).
Industry Outlook: Less Sweet, Still Satisfying
The findings present a major product development opportunity for food and beverage manufacturers. Because consumers still strongly prefer sweet profiles but want to consume less sweetness overall, developers are tasked with creating "less-sweet" formulations that maintain sensory satisfaction while helping consumers achieve their health objectives.
Fortunately, the challenge comes amid a rise in sensory science insights and sweet modification tools.
Sweet Science Gets Smarter: From Brain Cues to Taste Receptors
New research is revealing that sweetness is far more complex than taste alone. From brain-driven expectations to receptor-level interactions, emerging science is giving flavorists new ways to understand—and potentially engineer—the sweet experience. New research is revealing that sweetness is far more complex than taste alone. From brain-driven expectations to receptor-level interactions, emerging science is giving flavorists new ways to understand—and potentially engineer—the sweet experience.
Sweetness Is Shaped by More Than What’s in the Glass
Recent research in The Journal of Neuroscience suggests that expectation can materially alter how consumers perceive and enjoy sweet flavorsc, with implications for sugar-reduction and sweetener formulation. In an fMRI study, participants who expected to receive sugar reported greater pleasantness when they actually received a non-nutritive sweetener, while their brains also showed increased activity in reward-related midbrain regions.
Product cues, flavor associations and consumer expectations could influence the perceived reward of a sweetener, potentially opening another dimension for designing sugar-reduced products.Pavel Danilyuk at Pexels
For flavorists and food and beverage developers, the findings suggest that the sensory performance of a reduced-sugar product may depend on more than sweetness intensity or ingredient composition. Product cues, flavor associations and consumer expectations could influence the perceived reward of a sweetener, potentially opening another dimension for designing sugar-reduced products. The study also reinforces the value of evaluating sweetener systems in realistic consumer contexts rather than relying solely on controlled taste comparisons.
The research is preliminary, with 27 participants selected from an initial screening of 99 people, but it points toward a broader opportunity to connect sensory science, neuroscience and formulation in the development of next-generation sweetener systems.
Sweet Modulation Gets More Precise at the Receptor Level
Recent research in Scientific Reports could give flavor scientists a more targeted way to think about sweet modulationd. Researchers found that compounds acting on the T1R3 subunit—shared by both human sweet and umami receptors—can affect the two taste pathways very differently. Three known sweet-taste inhibitors, including lactisole, were substantially more potent against sweet receptors than umami receptors, while cyclamate and neohesperidin dihydrochalcone activated or potentiated sweet receptors without producing comparable umami responses.
For flavorists and food/beverage developers, the findings reinforce the potential of receptor-level taste modulation to fine-tune sweetness without necessarily disrupting other taste attributes. They could ultimately help guide the design or selection of more selective modulators for sugar reduction, sweetness optimization and masking—moving formulation beyond simply adding or subtracting sweeteners toward controlling how specific taste pathways respond. The work is still mechanistic and laboratory-based, but it offers a useful framework for developing more precise taste technologies.
The Emerging Toolbox for Sweetness Optimization
As sugar reduction moves beyond simple sweetener swaps, a new generation of technologies is targeting the entire sensory system around sweetness, from masking bitterness and astringency to engineering cleaner sweeteners and even activating sweet receptors with aroma molecules. The emerging palette spans taste modulation, AI-designed enzymes, encapsulation and receptor-level science, giving formulators new ways to make reduced-sugar products taste more complete.
Targeting the “Noise” Around Sweetness
MycoTechnology’s ClearIQ Natural Flavor is emerging as a taste-modulation tool for formulations built around alternative sweeteners and other challenging functional ingredients. Rather than simply increasing perceived sweetness, the technology is designed to reduce the sensory “noise” that can obscure it—including metallic, bitter, sour and astringent off-notes—while harmonizing the overall flavor profile.
For sweetener reformulation, that could mean allowing the intended sweet and flavor characteristics to come through more clearly, potentially making alternative-sweetener systems taste cleaner, brighter and more balanced. The technology has broader applications across alcohol, alternative sweeteners, chocolate, confections, dairy alternatives, energy drinks, functional beverages, protein products and plant-based foods.
The broader opportunity is to treat taste modulation as a way of reshaping the overall sensory experience when sugar, dairy or other familiar ingredients are replaced. ClearIQ is positioned to brighten fruity flavors, enhance indulgent profiles, mitigate plant-protein off-notes and reduce bitterness, potentially giving formulators more room to build healthier products without sacrificing sensory appeal.
How AI and Biotech Are Rebuilding Sweetness
Earlier this year, Mane entered a strategic partnership with Seattle-based biotech company Arzeda to commercialize ViaLeaf Reb M, a natural-origin stevia sweetener produced by enzymatic bioconversion of stevia leaf extract. Arzeda’s AI-driven protein design technology is intended to make Reb M more efficient and cost-effective to produce, helping address its traditionally high cost while delivering a clean, sugar-like taste without the bitterness associated with some stevia grades. The collaboration combines Arzeda’s enzyme and protein-engineering capabilities with Mane’s flavor creation and taste-modulation expertise, targeting reduced-sugar beverages and other food and beverage applications.
"Beyond taste, sugar also provides bulking, proofing and preservation functions," says Mane. "Developers often turn to carbohydrates, gums, stabilizers and preservatives to compensate, but strict label requirements can complicate ingredient selection. Fortunately, effective natural solutions are available."Mane
"AI-designed ingredients and enzyme engineering are revolutionizing sugar reduction by enabling the creation of sweeteners that deliver a sugar-like taste without bitterness or lingering off-notes," says Scott Fabro, senior director of sales and marketing, Mane ingredients U.S. "Mane’s recent strategic partnership with Seattle-based biotechnology company Arzeda exemplifies this innovation. Together, we leverage decades of biotech expertise to produce ViaLeaf Reb M, which is made by enzymatically converting genuine stevia leaf extract into Reb M at a minimum of 95% purity. This advanced process results in a clean, sugar-like sweetness, free from the bitterness and aftertaste typically associated with stevia products, allowing formulators to use ViaLeaf Reb M cost-effectively across a wide range of low- and zero-sugar applications."
Fabro adds, "AI played a role in developing a more efficient, sustainable and cost-effective method for producing Reb M. By utilizing basic stevia extract, we minimize waste and maximize yield. The process relies on intelligently designed enzymes for efficient bioconversion, transforming genuine, less-processed stevia extracts into high-purity Reb M. The result is a clean-tasting, non-GMO sweetener that supports clean-label formulation under “stevia leaf extract.”
Yet there remain challenges when optimizing sweetness with next-generation Reb M and other advanced sweeteners across different food and beverage applications.
Fabro explains, "Reducing sugar alters the flavor profile and can reveal intrinsic off-tastes such as bitterness, sourness and astringency. In beverages, sugar reduction often leads to a thinner, waterier mouthfeel. Mane’s Sense Capture solutions are designed to reduce off-notes, enhance sugar perception and improve mouthfeel. Beyond taste, sugar also provides bulking, proofing and preservation functions. Developers often turn to carbohydrates, gums, stabilizers and preservatives to compensate, but strict label requirements can complicate ingredient selection. Fortunately, effective natural solutions are available. Mane’s encapsulated flavor systems deliver effective flavor while supporting extended shelf life."
As novel ingredient technologies improve the cost and availability of premium sweeteners, flavor modulation strategies and product innovation pipelines will be reshaped.
"Health-conscious consumers increasingly seek nutrient-dense products fortified with protein, fiber and other wellness ingredients, many of which introduce significant off-tastes and undesirable aromas," says Mane. "While consumers want the benefits of these ingredients, they don’t want to taste them."Stockah at Adobe Stock
"Historically, reduced-sugar formulations relied on inexpensive, artificial high-potency sweeteners," says Fabro. "Today’s consumers demand simple formulations with natural, sustainable, clean-label alternatives, which often come at a higher price point. Arzeda’s ViaLeaf Reb M delivers clean sweetness at a lower cost, and ongoing technological advancements will continue to improve both quality and affordability. However, taste will always be the top priority. Until a low-cost, label-friendly, zero-calorie sweetener with the full taste profile of sugar is discovered, flavor houses with advanced taste modification strategies will remain essential to food and beverage product development."
Beyond sweetness intensity, emerging ingredient technologies will play a critical role in recreating sugar's full sensory experience, including mouthfeel, temporal profile and flavor release.
"Health-conscious consumers increasingly seek nutrient-dense products fortified with protein, fiber and other wellness ingredients, many of which introduce significant off-tastes and undesirable aromas," says Fabro. "While consumers want the benefits of these ingredients, they don’t want to taste them. This is where flavor companies like Mane can make a difference. Mane ’s proprietary Sense Capture natural flavor systems efficiently mask undesirable notes and enhance positive attributes such as sweetness, saltiness and fattiness. We offer a broad range of natural, clean-label flavors and ingredients that help developers create healthier, great-tasting products. Our encapsulated flavor systems can also be used to achieve customized temporal flavor characteristics for a more sugar-like sensory experience."
Beyond formulation advantages, Mane's recent deal with Arzeda points to AI's growing role in ingredient innovation, taste modulation and application expertise.
"Sugar reduction is a global movement that continues to gain momentum, even as trends in functional ingredients rapidly evolve," says Fabro. "Flavor innovators must keep pace, offering effective, lasting solutions that address these shifting demands. At Mane, our marketing and technical research teams work closely to identify opportunities and develop unique flavor solutions that optimize sensorial experiences. We enhance our Sense Capture tools through the strategic development and use of new taste-modifying ingredients. Our recent acquisition of Chemosensoryx underscores our commitment to leading in taste technology. By pairing AI with Chemosensoryx’s high-throughput receptor screening models, we can rapidly identify taste-active materials. These innovation pathways enable Mane to stay ahead of market trends with cutting-edge flavor technologies."
Plant Aromas May Hold New Keys to Sweetness
Research published in Scientific Reports last year suggests that some volatile plant aroma compounds may interact directly with human sweet taste receptors, opening a potentially important avenue for flavor scientists developing sugar-reduction strategiese. Researchers found that compounds including trans-2-hexenal, anethole, perillartine and cinnamaldehyde activated the human TAS1R2/TAS1R3 sweet receptor; in sensory testing, trans-2-hexenal produced sweetness intensity comparable to sucrose at the concentrations tested.
Some plant aroma compounds can inhibit sweet-receptor responses, suggesting that interactions between flavor ingredients may be more complex than their sensory descriptors indicate.Polina Tankilevitch at Pexels
The findings point toward a more sophisticated approach to sweet modulation: using aroma molecules to influence sweetness at the receptor level, rather than relying solely on traditional sweeteners or aroma-driven cross-modal effects. The work also highlights an important formulation consideration—some plant aroma compounds can inhibit sweet-receptor responses, suggesting that interactions between flavor ingredients may be more complex than their sensory descriptors indicate.
For food scientists, the research could expand the search for new natural or nature-derived sweetness modulators and provide a molecular framework for designing flavor systems that deliver sweetness with less sugar. The findings remain early-stage, however, with human sensory testing conducted in just 11 participants.
FOOTNOTES
ahttps://www.adm.com/en-us/news/adm-stories/aging-well-consumer-perspectives-on-longevity/
bMethodology: The IFIC Spotlight Survey was fielded online from February 14–19, 2025, among 1,000 U.S. adults aged 18 and older, with data weighted to ensure proportional demographic representation; https://ific.org/research/ific-spotlight-survey-americans-perceptions-of-sweetness-in-their-diets/
chttps://www.jneurosci.org/content/46/12/e1121252026
dhttps://www.nature.com/articles/s41598-025-11636-0
ehttps://www.nature.com/articles/s41598-025-89711-9
