The number of companies committing to sugar reduction is growing at an unprecedented rate, leading manufacturers and ingredients companies to find new alternatives to sweeten products. High-intensity sweeteners have long had a problem with consumer perception as they are artificial, so natural versions such as stevia and monk fruit are finding their way into many new products. These products, however, have issues with taste, and ingredients to mask these tastes are required in most products containing them.
John George is an analyst in the ingredients industry at Euromonitor International. He is responsible for publishing research relating to the global ingredients industry as well as providing analysis on market trends and ingredient innovation. John has a degree in Biomedical Science (BSc with honours) from The University of Warwick.