The Sugar Reduction Movement in China

In the past decade, Chinese consumers’ growing health awareness, evolving regulations, and more label‑savvy shoppers have made “控糖” (sugar control) a common factor in everyday purchase decisions.

What used to be linked mainly to diabetes or weight loss has expanded into a broader lifestyle choice, especially among younger consumers. On one of the leading social media platforms RedNote, the “控糖” hashtag generates hundreds of posts a day, focusing not on disease prevention, but on self-care benefits such as anti-aging, skin clarity and mental alertness.

At the same time, brands are increasingly expected to offer healthier options without compromising taste, texture, or price. This trend is seen not only in typically sweet categories like confectionery and bakery, but has also extended to soft drinks, dairy, snacks and even traditional festive foods. In 2025, low-sugar tangyuan (glutinous rice dumplings) outsold traditional versions during the Lantern festival.^[i] For manufacturers, the implication is clear: sugar reduction is no longer an innovation driver – it is a competitive necessity.

The “Why” Behind Sugar Reduction in China

To understand why sugar reduction is gaining momentum in China, it helps to look at the broader forces shaping consumer habits and industry priorities.

Growing awareness of obesity, diabetes, and metabolic health is contributing to increased awareness of consumers more mindful of sugar intake. With easier access to nutrition information through social media and e‑commerce, sugar consumption has become a mainstream health topic.

Government policy is also accelerating the shift. Under Healthy China 2030 and new nutrition guidelines, reducing added sugar is a national goal. China aims to lower average daily added sugar intake from the current 30g to 25g per person by 2030^[ii], strengthening the push for reformulation, especially in beverages and snacks^[iii], which face the most scrutiny.

Younger consumers, particularly Gen Z and millennials, now frequently check labels, with 3 in 4 of Chinese women aged 30-39 (younger Millennials) considering nutritional value and ingredient lists as very important factors when choosing snacks.^[iiii] Claims such as “低糖” (low sugar), “无糖” (sugar free), and “0 added sugar” act as quick decision cues. This is why “控糖” is no longer just a health term, it has evolved into a mainstream lifestyle concept.

What Sugar Reduction Looks Like in China Today

In today’s Chinese market, many brands are successfully reducing sugar while keeping the taste consumers are used to. This balance is crucial, as Chinese consumers are highly sensitive to lingering aftertastes such as those commonly linked to high-intensity sweeteners. In social media platforms and e-commerce websites, products described as too “diet” or “artificial” quickly receive slews of negative feedback, prompting brands to look for alternatives to sucrose, such as functional carbohydrates  and natural fibres instead of traditional sweeteners.

Another key trend in China is the rising importance of clean‑label expectations. Consider energy and sports drinks: More than half  of Chinese consumers rank natural ingredients as their top purchase factor, while more than one third say “no artificial sweeteners” is a significant consideration.^[v] The data confirms that consumers increasingly prefer natural, trustworthy ingredients and are becoming more cautious about artificial alternatives. As a result, sugar reduction is no longer only about “less sugar”. It also requires ingredient transparency, naturalness, and strong overall wellness credibility to resonate with Chinese consumers.

Key Challenges Facing the Industry

Brands must also manage:

• Regulatory and labelling rules
• Permitted claim language
• Consumer scepticism toward sweeteners
• The need to balance health messaging with taste expectations

Because of these combined factors, sugar reduction is best approached as a multi-dimensional reformulation challenge, not a simple one‑to‑one sugar swap.

Our Observations From Fi China

At BENEO, we observed strong and growing interest in sugar reduction solutions during Fi China in Shanghai this March. At our booth, most conversations focused on how to cut sugar without losing taste, texture, or consumer appeal. While we believe that a holistic approach to sugar reduction is the way forward, we focused on ISOMALT as an effective solution as it aligns with the demands of Chinese consumers.

Our tasting prototypes, including no added sugar tough gummies, no added sugar chocolates, and reduced sugar brownie thins, generated strong interest from visitors, with many commenting that the sweetness level was ideal despite the reduced sugar content, reinforcing the potential of well-balanced sugar reduction strategies.

Solution Directions and Innovation Pathways

The most promising approach is holistic reformulation, combining multiple ingredient functionalities. Instead of only replacing sweetness, brands are now using integrated solutions that improve taste, texture, nutrition, and clean‑label appeal at the same time.

Emerging solution directions include:

• Using functional carbohydrates (Isomalt, Palatinose™) and fibres (inulin, oligofructose) as sugar replacers
• Low‑glycaemic ingredients
• Solutions that are associated with digestive health benefits and may support satiety as part of a balanced diet

Sugar reduction is also increasingly combined with added health benefits, shifting the message from “less sugar” to “better for you.” This creates opportunities for products aligned with broader wellness trends such as gut health, sustained energy, and metabolic support.

To make these innovations commercially successful, brands need strong ingredient expertise and application know‑how.

Reformulating a Chinese Classic with BENEO Solutions

Mooncakes represent one of the toughest sugar reduction tests in Chinese food culture. Two elements are especially difficult to reformulate: the dough, which needs sugar for proper browning and colour, and the red bean filling, which depends on sugar for sweetness, moisture retention, and a smooth mouthfeel. This is where smart carbohydrates like Palatinose™ offers a dual advantage. In the dough, it supports Maillard reaction and colour development, achieving that desirable golden-brown crust. In the filling, it replaces sucrose while maintaining the sweet, smooth texture consumers expect while contributing to a lower glycaemic index. The result: a mooncake that proves that tradition and innovation can coexist.

Looking Ahead: What Comes Next

As mentioned earlier, sugar reduction in China is already a baseline expectation rather than a differentiator.

Consumers increasingly expect brands to offer healthier formulations as standard, especially in everyday categories such as beverages, dairy, and snacks. 

As BENEO we expect sugar reduction to align more closely with functional nutrition, with benefits such as low‑GI, digestive support, and weight management becoming more connected to “better‑for‑you” positioning.

Premiumisation will also continue to play an important role, as  4 in 5 Chinese consumers say they are willing to pay more for products of high quality, which often includes health-related benefits.^[vi]

For brands, the key opportunity is creating products that balance indulgence, health, and trust. Those that can combine great sensory experience with meaningful nutritional benefits will be best positioned to win in China’s evolving better‑for‑you market.

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References

[i] China Daily – Across China: Low-sugar, low-calorie glutinous rice dumplings prove new Lantern Festival Trend [Click here for more.]

[ii] Fi Global Insights – Chinese consumers driving sugar reduction and reformulation [Click here for more.]

[iii] Innova Top F&B Trends 2026 in China; Euromonitor HW Snacks in China Jan 2026

[iiii] Mintel – Consumer snacking trends; China 2025

[v] Mintel – Functional Drinks; China 2024

[vi] Mintel Observation – Freshippo Premier 2023

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