The Sugar Exit: Where the Replacements Are Landing - Brightfield Group August 2026

Consumer attitudes toward sugar are evolving, creating new considerations for food and beverage brands as they evaluate formulation and innovation strategies. Brightfield Group’s August 2026 report shows that 50.8% of U.S. adults are actively cutting sugar, while processed sugar is increasingly viewed through the lens of ingredient quality and processing rather than calories alone. At the same time, consumers continue to value sweetness, creating a more nuanced market in which established natural sweeteners coexist with growing interest in a wider range of alternatives.

The report examines how these preferences are translating into consumer behavior, social conversation and emerging product opportunities. Refined sugar is losing share of sweetener-related snack discussions, while natural and alternative options are gaining attention, although the motivations and perceptions surrounding each vary considerably. The analysis also explores how changing wellness priorities, including the growing influence of GLP-1 consumers, are shaping sweetener choices and their role within different snacking occasions. For brands navigating the changing definition of “better-for-you,” the findings provide a valuable look at which sweetener trends may have staying power, and where the next opportunities could emerge.

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