Trend Tracker

Consumer Search Trends on Sugar Free and Low Sugar Preferences

Nutrition, Physical Health

Search Volume Trends

Share of Search

Market Competitiveness

Data Refreshed Monthly

Dimensions:

Sugar Free, No Added Sugar, Low Sugar, Reduced Sugar

Metrics:

Share of Search, Search Volume

Tracker and Analyst Summary

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Overview:

Consumer trends indicate a strong and growing preference for “Sugar Free” products, underscoring a shift towards sugar-conscious diets. With “Sugar Free” consistently capturing a dominant share of search—peaking at 75% in some months—it’s clear that consumers increasingly prioritise health by avoiding added sugars. This shift aligns with broader awareness of sugar’s health risks, driven by media coverage, health campaigns, and consumer interest in preventative wellness. Search volume data from 2019 to 2024 shows consistent growth, with monthly searches for “Sugar Free” reaching over 180,000 by 2023, while other categories like “Zero Sugar” also gained traction, particularly among consumers looking to reduce but not completely eliminate sugar intake.

Tracking search data provides a valuable lens into real-time consumer preferences and market shifts. Search trends reveal not only what consumers are currently interested in but also seasonality patterns—like the January spike aligned with New Year’s resolutions—offering brands insight into optimal timing for health-focused campaigns. By analysing these search behaviours, brands gain direct insight into the popularity of specific sugar labels (e.g., “No Added Sugar” for clean-label enthusiasts), allowing them to tailor products and marketing strategies to meet evolving demands in the sugar-conscious space.

Rationale:

The shift toward low-sugar preferences has evolved from a growing body of research linking high sugar consumption to health risks such as obesity, diabetes, and cardiovascular disease. As consumers became more aware of these risks, public health campaigns and advocacy for reduced sugar intake gained momentum, influencing not only dietary habits but also market offerings. Around the 2010s, the rise of wellness culture and the popularity of low-carb diets like keto, paleo, and intermittent fasting brought “Low Sugar” into the mainstream. Additionally, as fitness and wellness influencers promoted sugar-conscious eating, consumers began actively seeking out low-sugar products across all food categories—not only snacks but also staples, beverages, and meals.

This shift in consumer awareness towards health risks of high sugar consumption has inspired the need to track preferences towards lower sugar options.

Key Insights:

Dominance of “Sugar Free” and “Low Sugar”: Consumer preferences lean heavily toward “Sugar Free” and “Low Sugar” options, with “Sugar Free” capturing up to 75% of share of search and reaching over 180,000 monthly searches by 2023. These trends indicate a mainstream shift toward sugar-conscious diets, driven by growing health awareness and concerns around metabolic health.
Importance of Transparent Labelling: There’s a steady, niche demand for “No Added Sugar,” which appeals to consumers focused on minimal processing and natural ingredients. Brands that adopt clear labelling, differentiating between types of sugars, can gain trust and meet rising consumer expectations for transparency.
Seasonality in Sugar-Related Searches: Search volume spikes around January and pre-summer, aligning with health resolutions and wellness goals. Brands can leverage these periods for targeted marketing, as consumers are particularly receptive to health-focused messaging during these times.

Why use this tracker:

Tracking branded share of search and search trends for “Low Sugar” provides valuable insight into the trajectory of consumer demand. By monitoring these search trends, brands can gauge the level of consumer interest in low-sugar options, evaluate competitive positioning, and identify gaps in the market. Trends in search reveal seasonal peaks, emerging keywords, and changing consumer sentiment, allowing brands to time campaigns strategically, innovate product offerings, and align with health-conscious consumer values. This data-driven approach enables brands to anticipate shifts and respond effectively to the dynamic preferences of a health-focused consumer base.

Membership Level:

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What is Share of Search?

Share of Search is a metric that measures the proportion of search queries for a specific brand or search term compared to the total searches within a particular category or market. Share of Search is an essential data drive tool for forecasting future trends.

Brand Share of Search serves as an indicator of a brand’s visibility and popularity relative to its competitors. By tracking Brand Share of Search, companies can gauge their brand awareness, understand their competitive positioning, and monitor shifts in consumer interest over time. This metric is particularly valuable as it often correlates with broader market trends, providing insights that can inform marketing strategies, brand positioning, and business growth efforts.

Non-branded Share of Search can be used to gain insights into shifting consumer interest and preferences. Fluctuations in share of search for different non branded search terms can provide early signals of emerging trends. For example, if searches for “Vitamin B Supplements” decline while “Vitamin D Supplements” rise, it could point to a shift in consumer preference. The metric is particularly useful for resource allocation, marketing messaging and product development to align with consumer preferences.

Can I download the data?

Yes the data for each chart, graph and table can be downloaded into xls. and csv. files by clicking on the download data icon.

Can I download the slide deck?

Yes, you can download the slide deck into pdf, jpeg and png files by clicking the 3 dots icon in the top right corner of each presentation and then clicking the download icon.

Can I create interactive presentations?

Yes, by clicking the 3 dots icon in the top right corner and then clicking the presentation icon, the tracker will be displayed as a full screen interactive presentation.

How frequently is the data updated?

The data is updated on a monthly basis, however, the day of the month our tracker updates varies from tracker to tracker.

What Insights Can I Derive from the Trackers?

Search Volume and Market Size: Our trackers provide data on search volume for tracked topics, search terms or brands. Whilst not directly correlated, in some instances, it can provide an indication of market size and maturity.

Stay Ahead of Market Trends: Trackers provide early detection of emerging trends, allowing professionals to anticipate shifts in consumer behaviour and capitalise on new opportunities before competitors.

Consumer Behaviour: By analysing search behaviours and volume, professionals can make data-driven decisions that align with consumer interests, improving product development, marketing strategies, and overall business outcomes.

Gain Competitive Insights: Trackers enable professionals to benchmark their brand’s search presence against competitors, offering insights into brand health, market positioning, and areas for improvement. It can also provide an indication of the overall competitiveness of the market in question.

Monitor Brand Performance: Regularly tracking brand share of search and related metrics allows professionals to assess the effectiveness of brand performance in the market and analyse market share.

Predict Future Market Share: By tracking trends in search volume and brand share of search, professionals can identify patterns that often precede changes in market share. This foresight allows them to proactively adjust strategies, optimise resource allocation, and position their brand for growth in a competitive market.

How Do I Use The Trackers

Trend trackers are essential tools for professionals in the health, wellness, and fitness industry, enabling them to stay informed about emerging market trends, consumer behaviours, and shifts in brand dynamics. By regularly analysing real-time data and comparing trends across factors such as seasonality, location, and sub-topics, professionals can gain a comprehensive understanding of their market. The ability to download data for your own in-depth analysis requirements allows for customised insights tailored to specific business needs. Furthermore, the tools for creating visual presentations and slide decks help effectively communicate these insights to stakeholders.

Moreover, these trackers can be used to predict future market share by analysing historical data and identifying patterns that indicate potential shifts in consumer interest and market dynamics. This foresight allows businesses to proactively adjust their strategies, ensuring they remain competitive and positioned for growth. In essence, trend trackers empower professionals to make data-driven decisions that enhance their ability to capture and maintain market share in a rapidly evolving industry.

What people are saying

"The Elevate Trends platform is my go to for staying on top of trends in the health and wellness industry. Knowing what consumers are searching for is wonderful insight for helping to us to engage with our audiences”

“Elevate Ninety Media is extremely insightful for my business. The data and analysis helps us to plan our strategies and execute our marketing.”

“Elevate Trends is a great resource to discover trending consumer behaviours to identify future innovations for our product pipeline. Also, the data and slide decks are really helpful to produce internal reports and presentations for my management meetings.”