How reduced-sugar beverages can safeguard -- or threaten -- brand loyalty

As GLP-1 usage increases, consumers are paying more attention to food and beverage labels than ever before. A recent report from SPINS and FMI — The Food Industry Association notes that shoppers increasingly view sugar as a barrier to health and are choosing low- or no-sugar options. More than one-third of consumers (36%) look for “no added sugar” product claims when shopping.

But brands face challenges balancing sugar reduction with consumer expectations, particularly in beverages where sugar affects taste and mouthfeel.

“Brands are struggling most in reduced-sugar beverages, especially in categories where consumers have a very clear expectation of what the product should taste and feel like, such as colas, lemonades, energy drinks, flavored waters and other soft drinks,” said Liz Marshall, marketing manager for CO₂Sustain. “In these spaces, sugar is doing far more than just sweetening; it shapes taste onset, mid-palate body, flavor balance and finish.”

The “broken flavor journey”

Once sugar is removed or reduced from a beverage, Marshall explained, brands often run into the same set of problems

“Bitterness, metallic notes, astringency, lingering sweetness, thin mouthfeel and an overall ‘artificial’ impression from high-intensity sweeteners like Ace-K, aspartame and even natural sweeteners like stevia,” she said. “That is exactly where consumers tend to reject the product, even if it supports the health goal in principle.”

That’s because such products create a noticeable mismatch between what consumers expect and what they experience.

“The critical moment is the finish: if the aftertaste feels artificial, harsh or hangs on too long, consumers quickly lose trust in the product, and that’s when they abandon it,” Marshall said. “The issue can be summed up as a ‘broken flavor journey.’ The onset may be acceptable. The mid-palate can feel thin or unbalanced. But the finish is where rejection happens, driven by lingering off notes.”

This is why aftertaste — particularly in beverages — is such a decisive factor. Consumers might accept a slightly less sweet product, but they are far less forgiving of something that tastes unnatural or leaves a negative sensory experience after drinking it.

A proven brand protector

CO_²Sustain’s TM^² technology addresses these issues by maintaining carbonation, improving taste and reducing off-notes from sweeteners. This helps brands meet the growing demand for healthier options without compromising on sensory quality.

TM^², then, is a sort of brand protector, Marshall explained.

“The idea of TM^² as a “brand protector” comes down to one simple reality: Consumers don’t give second chances to disappointing sensory experiences, especially in familiar categories like soft drinks,” she said. “When carbonation and taste integrity aren’t right, the impact on consumer sentiment is immediate. If a drink tastes slightly off, whether that’s a lingering aftertaste, a lack of flavor clarity or a drop in carbonation that makes it feel flat or lifeless, consumers don’t just notice it, they interpret it as a quality failure of the brand itself, not just the formulation.”

Such experiences directly affect repeat purchase intent, Marshall said.

“In reduced-sugar products, consumers often try a brand once out of curiosity or health motivation, but if the sensory experience doesn’t match expectations, that trial rarely converts into a repeat purchase,” Marshall explained. “The product is quickly labeled as ‘not as good as the original’ or ‘not worth it,’ and the brand can lose that consumer entirely.”

A technologically based solution

This is where TM^² plays a critical role, Marshall said.

“By helping to maintain carbonation for longer, it protects the ‘fizz,’ freshness and delivery of flavor that define the drinking experience. At the same time, by improving taste balance and reducing off-notes, it ensures the product still feels complete and satisfying, not like a compromise,” she said.

TM^², then, can be used in three ways:

As an FMP to reduce the bitter aftertastes of high-intensity natural and artificial sweeteners in all soft drink types.
To retain carbonation in carbonated drinks.
To retain carbonation and to reduce the bitter aftertastes of high-intensity natural and artificial sweeteners.

“TM^²’s technology targets the most insoluble ingredients in sugar-reduced beverages; in most cases, this is the high-intensity sweetener and not the flavor,” said CO2Susain Technical Director John Story. “The dosage is controlled by scientific experimentation to ensure that an excess of TM^² doesn’t occur, which could affect the core flavor.”

It’s that technology that helps meet consumers’ “no-compromise” expectations.

“Reduced-sugar products are no longer judged against other low-sugar options, but against full-sugar benchmarks,” Marshall said. “That means brands need to deliver complete sensory parity, from taste and mouthfeel to aftertaste and carbonation. This is where technologies like TM^² play a key role in protecting the overall drinking experience.”

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