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Marketing strategies emphasizing honey and organically certified are two popular ways to promote sweeteners as natural. 


Macarrones de colores

While promoting any sugar reduction efforts may catch the attention of consumers, natural sweeteners in children’s products especially may appeal to parents.

Honey is one of the few sweeteners that consumers readily identify as natural because of its source. Concerns for honeybees and a greater understanding of the role they play in our entire food ecosystem has created a very positive environment for honey’s use in a variety of food and beverage products.

“Food manufacturers are starting to understand that when they formulate a product with honey, they’re helping support beekeepers’ efforts to keep healthier bees. And consumers are connecting the dots between buying products made with honey and supporting beekeepers and honeybees.”

Ciruela en la miel

About organics

Think of Regenerative Organic Certified as organics-plus.

“Today’s consumers expect to find organic options wherever and whenever we shop, but organic isn’t all we want,” said Cate Batson Baril, marketing manager for Global Organics Ltd., Cambridge, Mass., which offers certified organic food ingredients to manufacturers and wholesalers. “Fair trade is at least as important to most consumers as is animal welfare.


Global Organics this year recognized sugar-producer Native for becoming Regenerative Organic Certified. The sugar is 100% carbon neutral from the fields to warehouses in North America and Europe.  

Regenerative organic farming can mitigate the climate crisis, soil degradation and biodiversity loss.Through regenerative practices, the soil organic matter is built up over time, sequestering atmospheric carbon in the soil and eliminating the need for harmful and expensive herbicides and pesticides.

Niña comiendo una comida

As consumers became more aware of the options and alternatives, they have been more prudent in their buying decisions. 


Millennials are also becoming more aware of nutritional panels, looking for lower sugar and natural or organic claims.

Consumers are more aware of nutritional panels and realize front of label claims can be misleading. A product claiming ‘naturally sweetened’ may have more sugars, calories, or carbs, which is not conducive for a healthy lifestyle.

Paletas de hielo

About the trend

Emergen Research, Surrey, BC, forecasts the global natural sweeteners market to have a nearly 7% compound annual growth rate from 2021 to 2030, growing to $5.3 billion from $2.9 billion. Increasing use of stevia, honey, coconut, sugar, monk fruit and other sweeteners will drive the growth.

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