[30 May/Food Dive]

Around 40 percent of U.S. baby boomers are limiting sugar consumption or buying more products with reduced sugar content because of health concerns, according to new research from Innova Market Insights. The research reveals that those in the demographic born between 1946 and 1964 are reducing their intake of sweet snacks however are buying more yoghurt, sweet-baked goods and breakfast cereals, leaving a possible opening for companies. Yoghurt makers are introducing more low-sugar or no-sugar products, according to Innova, with around 20 percent of launches last year making these claims. However, only 2 percent of breakfast cereals and sweet baked goods offered those claims in 2018. Consumers in general continue to be concerned about sugar levels in their food and beverages, spurring innovations in sugar-reduction approaches and products.