A research study undertaken by BlueWeave Consulting, a global market research pioneer, analyses the use of sorbitol and glycerin confectionery and bakery as humectants. Research also offers a geographical summary, coupled with the Covid-19 impact on the food & beverages industry.

A humectant is a substance which is predominantly used in foods and cosmetics to help retain moisture. These substances are called hygroscopic, indicating they can absorb the ambient water. Some humectant additives are useful for use or consumption. Others are less helpful, particularly in certain foods, can cause abdominal distress, and should probably be avoided.

Reduction of the water content achieved by adding humectants to food increases consistency, preserves texture, and decreases microbial content. Salt and sugar are the oldest humectants, most widely used. Certain humectants which are frequently used include sorbitol, glycerol and propylene glycol. Humectants need to meet many acceptance standards as food additives: safety, lack of adverse odours and flavours, nutritional value, economy and ease of use. A primary advantage is the reduction of food microbial activity, accomplished by reducing the aw to less than 0.90. Depending on their chemical make-up, each humectant has its own unique ability to reduce water activity.

Consumer inclination toward nutritious and functional food & beverages, along with sugarless food additives, is driving growth in the market for food humectants. In recent years, awareness of food additives used in beverages and confectionery products has increased; this has resulted in a major rise in the use of natural and sugarless food humectants in beverages and confectionery products.

Consumers are willing to spend more on fruit & vegetable juices, bakery & confectionery products such as biscuits, cookies along with functional & nutritious foods, health supplements and so on due to the rising disposable income of consumers, particularly in developing regions, which further influence demand for food humectants globally.

Sorbitol is a common humectant in foodstuffs. Sorbitol is a kind of sweetener / sugar alcohol that is derived from corn syrup and also from fruits and berries such as apples, pears and prunes. Sorbitol's rising demand in the global market is due to its unique sweetening agent consistency, lower caloric value, preservative, thickening agent, humectant and ant crystallising agent properties.

Sorbitol is used as a substitute for sugar in the food and beverage industry, due to its natural sweetening taste with low caloric value. It is used in dietary or sugarless foods, and is lower in calories than sugar, making it a prominent alternative among dietitians. It has a laxative effect in doses greater than 1.76 ounces (50 g), which can cause diarrhoea.

Food and beverage manufacturers are key drivers behind increased demand for sorbitol in the current market, as they use sorbitol to prepare sugar-free and dietary food products. In addition, sorbitol is used in frozen milk, cakes, baking products, chewing gums and other confectionery products for thickening and gelling applications.

When evaluating the demand for sorbitol on the global market, it estimated that consumption of the liquid form of sorbitol accounts in contrast to the solid form of sorbitol is the largest share of total demand. It analysed in the current scenario that food and beverage are the predominant segment that drives sorbitol growth on the global market. Sorbitol has higher demand in food and beverage due to its application as a sweetener and flavouring agent. It is used in the manufacturing of confectionery, baking products, diet food, ice creams, jellies, desserts and in drinks such as nutritional drinks. Increasing demand for diabetic patients in developed economies also contributes to increased demand for sorbitol as a substitute for sugar.

Glycerin is also called glycerol, which is a viscous liquid that is colourless, odourless. In simple terms, glycerin is an organic mixture of sugar and alcohol. It is widely used as humectant and sweetener in the food industry as well as being frequently used in pharmaceutical formulations. It also serves as a filler in low-fat commercially prepared foods and as a thickening agent in liqueurs.

Glycerol has three groups of hydroxyl, which are responsible for its water solubility and hygroscopic nature. Glycerol can be contained in foods, but is often specifically prescribed for constipation by physicians, so cautious use is again advised.

 Increasing prevalence of diseases such as diabetes, cardiovascular diseases and obesity has led to a rise in the number of people who prefer food with no or less sugar, which is anticipated to fuel the growth of glycerin food humectants market during the forecast period. Although glycerin helps to reduce viscosity, it replaces more expensive ingredients, controls sugar crystallisation, helps to homogeneously mix ingredients and, most importantly, improves product shelf life.

Due to the cost-effectiveness of synthetic food humectant raw materials, the synthetic segment is expected to dominate the market during the forecast period. The natural segment is projected to show substantial growth during the forecast years, as consumers are increasingly inclined towards natural food ingredients and products.

Due to increased consumption of confectionery and bakery products globally, the application of food humectants in the confectionery segment, followed by the bakery products segment, is expected to be the highest during the forecast period. The demand for sugar-free humectants for functional drinks and other safe drinks is expected to further aid the growth of food humectants on the market.

Due to the presence of significant manufacturers of starch sweeteners and sorbitol in the region, the food humectants market in Asia Pacific is projected to rise at a faster pace in the coming years. Furthermore, due to the rapid change in people's lifestyle related to substantial urbanisation. Growing demand for healthy and nutritious food products, due to increased health awareness among Asian consumers, is expected to further contribute to the growth of the food humectants market in the region.

Governments have, on the downside, implemented stringent regulations and guidelines on food additives and ingredients to ensure consumer health may hamper the global market. In addition, excessive intake of foods containing humectants may have certain adverse effects on the human body.  As a consequence, demand will decrease, which is expected to hinder market growth in the upcoming years.

May 2019, Aptissen and Lupin S.A. Established a definitive distribution agreement in which Aptissen granted Lupin exclusive marketing, distribution and selling rights for the existing Aptissen products in Canada. The partnership is expected to drive business growth in the near future.

Globally, the food & beverage industry is expected to experience the differential impact of this rapid spread of Covid-19 on each stage of its value chain through the mediums of the affected industrial workforce, the supply of raw materials (agricultural products, food ingredients, intermediate food products), trade & logistics, uncertainty in demand and unpredictable consumer demand for food services Production, distribution and inventory rates across the food & beverage spectrum projected to be affected. Once again, transport restrictions can exacerbate the situation, both by hindering imports / exports and by limiting domestic customer service.

Food & beverage consumer products firms face dramatically decreased demand as well as fragmented supply chains. At-home consumption has risen, but out - of-home consumption has almost come to a standstill – which traditionally produces the highest margin. Customer behaviour and demand can change over long periods of time.

Due to the Covid-19 pandemic and a decline in oil prices as governments brace for an anticipated economic downturn, the UN Food and Agriculture Organization says world food prices fell sharply during March. Sugar prices have been hit hardest, dropping 19.1% from the previous month, with a major trigger being lower out - of-home consumption.