Chinese manufacturers are positioning artificial sweeteners – also known as non‑nutritive sweeteners (NNS) – as part of a wellness proposition as they expand overseas, according to insights from participants at Food Ingredients China (FIC), held in Shanghai from March 17 to 19.
Isomalt is commonly used in confectionery products such as this novelty “flashing light” candy by Chinese additive firm Nantong Changhai. According to Sales Manager Eliana Tao, it is tooth-friendly, has prebiotic properties and offers a low to zero glycaemic index.
This mirrors global strategies, where brands are aligning sweetener choices with sugar-reduction and health-led positioning, particularly in Asia Pacific where demand for lower-sugar products is rising.
Beverage players such as Coca-Cola and Pepsi continue to use aspartame and sucralose to deliver zero-sugar formulations without compromising taste, while chains such as Mixue have adopted sucralose in selected beverages to balance affordability with calorie reduction.
In confectionery, firms including Haribo and Mars Wrigley are using polyols such as isomalt to support sugar-free and tooth-friendly claims.
At the same time, sweetener selection is increasingly shaped by perception risk, with some brands shifting away from aspartame towards alternatives like sucralose or polyols in response to evolving consumer concerns, even where regulatory approvals remain unchanged.
What is perception risk?
Perception risk refers to how quickly consumer views of an ingredient can shift, affecting product formulation and business decisions.
For example, aspartame is scientifically approved in many markets, but perception changed after the World Health Organization classified it as “possibly carcinogenic”. In response, some brands have reduced reliance on aspartame or avoided highlighting it on-pack. Even without regulatory bans, consumer doubt can create commercial risk.
Trending artificial sweeteners
“Aspartame has become less popular following the WHO’s findings that found it to be ‘possibly carcinogenic to humans’. In contrast, sucralose and isomalt are seeing stronger sales,” Tao told us at the FIC.
“Sucralose is increasingly used as aspartame faces concerns over potential cancer risks. While aspartame may eventually be replaced in some applications, demand is expected to remain. Meanwhile, the use of isomalt is likely to increase.”
Allulose is also gaining traction as a next-generation sugar alternative due to its ability to deliver a sugar-like taste and functionality with minimal calories, according to Chinese additive firm So True Biotech.
“Unlike high-intensity sweeteners, it provides bulk, browning and mouthfeel similar to sucrose, making it particularly suitable for applications such as beverages, bakery and confectionery. It also has a negligible impact on blood glucose and insulin levels, supporting low-GI and diabetic-friendly positioning,” So True’s Sales Manager Jiang Lin told us at FIC.
From a commercial perspective, allulose is attracting interest as brands look for solutions that can meet multiple health demands simultaneously, including sugar reduction, weight management and metabolic health, without compromising on taste. Its growing regulatory acceptance in key markets and “closer-to-sugar” consumer perception are further accelerating adoption, particularly as companies seek alternatives amid ongoing scrutiny of traditional artificial sweeteners.
Jiang added that allulose is positioned as diabetes-friendly and can regulate the intestinal microbiome.
These observations reflect an industry shift, with Chinese suppliers seeing parallel demand patterns to global markets.
An overview of common artificial sweeteners
Sucralose is a high-intensity sweetener derived from sugar, around 600 times sweeter than table sugar. It delivers a clean, sugar-like taste with zero calories and is heat-stable. Typical applications include carbonated drinks, powdered beverages, dairy, and baked goods.
Isomalt is a sugar alcohol (polyol) with about 45–65% of the sweetness of table sugar. It provides fewer calories, has a low glycaemic impact, and is tooth-friendly. Typical applications are sugar-free candies, chewing gum, lozenges, decorative confectionery.
Aspartame provides very few calories and is a high-intensity sweetener around 200 times sweeter than table sugar. It offers a sugar-like taste but is not heat-stable. Typical applications include soft drinks, tabletop sweeteners, powdered drink mixes, dairy products.
Allulose is about 70% of the sweetness of table sugar. It delivers similar taste and texture with minimal calories and little impact on blood glucose levels. Typical applications are beverages, bakery, ice cream, sauces and syrups.
Are artificial sweeteners good or bad?
While artificial sweeteners may have certain benefits, it is unclear whether they are effective long term without side effects.
“On one side, AS can help to reduce body weight, management of diabetes, enhancement of food flavours and reduction in dental caries,” according to researchers in Apollo Medicine.
“While results of RCTs have largely suggested NNS may have insignificant impact on glucose metabolism and result in weight reduction when combined with energy restriction in the short-term, no clear consensus is available on whether NNS are efficacious for long-term weight reduction or maintenance or if they are associated with other chronic health effects when consumed within the acceptable daily intake (ADI) limit.”
There is also no consensus among industry experts and academia on the potential link between artificial sweeteners and cancer.
For example, the FDA disagrees with findings by WHO’s International Agency for Research on Cancer (IARC), which found a possible link between aspartame and cancer, as the sweetener is approved in many countries that consider it safe at current permitted use levels.
As for the purported gut health benefits of artificial sweeteners, that too, is unclear according to current data.
Researchers in Foods pointed out that recent studies investigating the effects of engineered sweeteners on the human gut microbiota have produced conflicting results, with some reports suggesting potential alterations in microbial composition and glucose metabolism, while others indicate negligible effects.
In any case, taking a health angle with sweeteners is not a new thing; it is a marketing strategy that has been used for over a century, beginning with the introduction of saccharin in the late 1800s, when it was marketed as a sweetener for diabetics as it did not affect blood sugar levels.
However, the type of health angle has evolved from primarily a medicinal remedy for diabetics to a broader dietary or weight loss tool and, more recently, a lifestyle wellness approach that is seeing the rise of gut health focus.
Future outlook for artificial sweeteners
Tao added that geopolitical factors, including tensions in the Middle East, are contributing to rising sweetener prices.
While aspartame remains widely used in soft drinks, its long-term outlook is uncertain, with sucralose increasingly adopted due to concerns over potential cancer risks.
Isomalt is also seeing growing use, particularly in confectionery, due to its tooth-friendly properties, prebiotic benefits, and low to zero glycaemic index. Tao expects its applications to expand further, even as aspartame continues to retain some level of demand.
Tao identified APAC and Africa as key growth markets due to their emerging status, compared to the more mature markets of Europe and the Americas.
