Flavor Experts Discuss Challenges and Opportunities with Sugar, Salt Reduction for the Health-Conscious Consumer

It’s no secret that consumers are becoming more conscious of their health and what they put into their bodies. But they still want to have bold, delicious flavors from the foods and beverages they decide to purchase. 

This balancing act then falls on flavor houses and manufacturers, tasked with reducing unwanted aspects without letting quality suffer. Product developers are shifting and innovating to keep the same great tasting product but with reduced sugar or salt content to appease health-aware consumers. This, of course, creates certain challenges, but also lends itself to opportunities for creative solutions. 

Perfumer & Flavorist+ spoke to four industry experts about these topics: Jacob Durbin, senior application scientist at Sensient Flavors & Extracts; Ketan Shah, president of Esha Flavor Solutions, LLC; Shanyn Seiler, product marketing manager for global flavor modulation at ADM; and Mark Webster, vice president of sales and marketing at T. Hasegawa. 

What are the main challenges when formulating with sugar/salt alternatives in terms of taste, texture and mouthfeel?

Shanyn Seiler [SS]: It’s challenging to maintain preferred tastes and textures inShanyn Seiler, product marketing manager, global flavor modulation, ADMCourtesy of ADM reduced sugar or sodium products because sugar and salt are foundational in many foods and beverages. Sugar not only imparts sweetness, but it also provides important bulking and binding properties to baked goods, granola bars and snacks, and body and mouthfeel to beverages and syrups. In addition to amplifying flavor profiles, salt makes doughs stronger, acts as a leavening agent to help baked goods rise and promotes protein binding in meat snacks. Formulators must understand these critical functional attributes while reducing sugar or sodium to ensure the end product’s sensory experience is not negatively impacted. 

Mark Webster [MW]: One of the growing challenges with low- or no-sugar formulations is the bitter aftertaste caused by many sugar alternatives. WhileMark Webster, vice president, sales and marketing, T. HasegawaCourtesy of T. Hasegawa natural options such as stevia, monk fruit and erythritol are becoming mainstream alternatives to synthetic sweeteners like aspartame and sucralose, even natural sweeteners can leave a bitter aftertaste due to their processing. The intensity curve for sugar alternatives can be very short, with sweetness peaking quickly and leaving a lingering metallic aftertaste. 

Reducing or replacing sugar can also have an impact on mouthfeel, such as making beverages seem watery or frozen dairy desserts taste less creamy, because sugar is important for bulking and texture. 

Most sugar alternatives are also unable to produce the distinct caramelized “browning” flavor profile that comes from the Maillard Reaction. All of these issues create a myriad of problems for manufacturers, especially in beverage, sports nutrition and dessert categories.

Are there any emerging technologies or ingredients that have made it easier to work with these alternatives?

Jacob Durbin [JD]: Many of the sugar alternatives on the market do a great jobJacob Durbin, senior application scientist, Sensient Flavors & ExtractsCourtesy of Sensient Flavors & Extracts of adding the sweetness that manufacturers are looking for but often come with other challenges that can be alleviated by flavor enhancers or maskers, or a combination of both. For example, aspartame provides a nice sweet upfront taste but gives a bitter or “chemical” aftertaste. Ace-K works best when used in tandem with aspartame but doesn’t usually work well on its own. Stevia will give a delay of sweetness onset and have a bitter note depending on the type and quantity used.

Masking technology can also smooth out the exaggerated flavor curve of a high-intensity sweetener. Couple masking technology with a flavor booster to help bring out the underlying positive flavor profiles and improve mouthfeel. This can be especially effective in no-sugar-added or sugar-free formulations to provide the taste experience consumers expect.

Ketan Shah [KS]: Innovations in biotechnology and fermentation technology haveKetan Shah, president, Esha Flavor Solutions, LLCCourtesy of Ketan Shah made significant progress in the development of sugar and salt enhancement modulators. Despite these advances, further work remains to be done. Proprietary materials have enabled sugar reductions of over 70% without the addition of other sweeteners, though flavor raw materials which can provide mouthfeel, and texture must still be incorporated depending on the intended application.

What product segments are leading the demand for sugar alternatives? Salt alternatives?

[SS]: Non-alcoholic beverages continue to lead in priority for sugar reduction and alternative sweetening use¹. Sugar content scrutiny in sauces and snacks follows closely behind, driving demand for sweetening solutions in these categories¹. 

Additionally, with upcoming school lunch guidelines, there is heightened need for solutions to support reduced sugar and salt in lunch items like pizza sauce and dough. We also see better-for-you snacks and plant-based or blended meat products as top products for salt reduction and alternative solutions.

¹ADM Outside Voice℠, Sugar Reduction Insights Tool, Surveys Conducted 2022-2024

[MW]: Beverages are the leading category for sugar alternatives by a considerable margin, with product development accelerating globally using low- or no-sugar formulations. This is consistent across all sub-categories in beverages, from soft drinks and RTD tea or coffee to flavored sparkling waters and energy drinks. 

While many of these products aim to be entirely sugar-free through the use of high intensity or natural sweeteners, there is also a growing trend of producing low-sugar beverages. These often have a trace amount of natural sugar to improve the overall taste and maintain a clean label, while still appealing to health-conscious consumers who are reducing their sugar intake. 

Often, beverages are the entry point for consumers becoming familiar with natural sugar alternatives like stevia or monk fruit. For that reason, we’re seeing growth of these natural sweeteners in other food categories like bakery, desserts, confectionery and dairy.

On the salt reduction side, the largest and most obvious product segment is the snack category. But while reduced sodium chips, crackers and popcorn have been around for years and continue to grow with advancements in salt alternative technology, we’re starting to see momentum in other product categories like sauces and dressings. Consumers are becoming increasingly aware of the high salt content in many salad dressings, marinades and sauces, leading brands to formulate new options that reduce or eliminate sodium. 

We’re also seeing an increase in development throughout the processed meats and poultry category, where manufacturers have historically used sodium as a preservative to extend shelf life and improve the flavor profile. New technology in flavor technology and natural preservatives are enabling us to develop great tasting protein products with minimal salt.

Salt reduction technologies are commonly used in the snack category. baibaz at Adobe Stock

How can flavor modulation address consumer demand for indulgent flavors with better-for-you ingredients?

[KS]: The health and wellness trend in food products is experiencing double-digit growth annually, with consumers increasingly seeking better-tasting options that resemble home-cooked meals. These preferences are driving demand for products with reduced or no sugar and low salt content, while still delivering indulgent flavors.

[SS]: Flavor modulation bridges the gap between indulgence and better-for-you offerings. Flavor modulation can mask off-notes, block bitter receptors, balance acidity, restore roundness in mouthfeel, support sweetness perception, as well as bring back creaminess, richness and umami profiles. Sophisticated flavor modulation solutions help manufacturers achieve their sensorial, nutritional and clean label objectives. 

[MW]: When it comes to indulgent foods and beverages, consumers want to figuratively “have their cake and eat it, too.” Indulgent flavors are incredibly popular, but many consumers want to enjoy their favorite treat without sacrificing their health goals. These two opposing consumer demands are the catalyst for a lot of innovation in the flavor industry over the past decade. A lot of our new flavor modulation technologies and applications were developed specifically to create great-tasting, indulgent foods with less sugar, fat or salt, or with plant-based alternatives and even functional ingredients.

How do you balance flavor complexity with authenticity when working with flavor modulators?

[JD]: The goal is always to meet mainstream consumer expectations for flavor, texture and mouthfeel. Sometimes that means reformulating an existing product. Other times it means starting from scratch to get the best result. From a scientific standpoint, we use control groups paired with altered formulations to compare and contrast and tweak through trial and error.

There is no one solution that fits every application. I think it’s important to understand that there are different ways to incorporate any ingredient, whether we look at different formats or a different part of the process. Our goal is to provide a solution that adds the most value for the customer. We always start by identifying the real problem so that we can use the right technology at the right time to create the right result.

In short, the details matter. Let the essence of the flavor shine through while limiting the impact of off-notes and creating a multi-sensorial experience that consumers can connect with.

[KS]: Most raw materials used as sweetness enhancers also contribute to overall flavor complexity. Balancing authenticity and complexity can be challenging, but with expertise and creative thinking, it is achievable. Success requires stepping outside one's comfort zone and applying innovative approaches, while still adhering to essential formulation principles.

[SS]: Flavor modulation balances complexity with authenticity by preserving the flavor’s true character while smoothing off-notes, improving richness and mouthfeel, and adding nuances to build back more multidimensional profiles.