Running clubs are thriving. Meal-prepping has become mainstream. Fitness events such as HYROX continue to grow in popularity while preventative healthcare and wellness have become central conversations across social media, workplaces and households.

Yet despite this growing focus on healthier living, one challenge continues to persist: sugar consumption.

The World Health Organisation (WHO) recommends that adults limit their intake of free sugars to less than 10% of their total daily energy intake, with additional health benefits achieved by reducing intake to below 5%. Excessive sugar consumption has been linked to an increased risk of obesity type 2 diabetes, cardiovascular disease and other non-communicable diseases.

The contradiction raises an important question: if South Africans are becoming more health-conscious, why are so many still struggling to reduce their sugar intake?

For years, public health messaging has focused on educating consumers about the risks associated with excessive sugar consumption. Yet experts increasingly argue that the issue is no longer one of awareness.

Most consumers already understand the importance of making healthier choices. The real challenge lies in translating that knowledge into everyday behaviour.

Research published in the Journal of Public Health found that food choices are often influenced more by habit, convenience, taste preferences and emotional connections than by nutritional knowledge alone. In other words people rarely make food decisions based purely on health information.

Consumers may understand the need to reduce sugar, but they still want to enjoy their morning coffee, afternoon tea, favourite dessert or weekend treat.

The reality is that many people struggle to reduce sugar because they view it as a binary choice, which is either you have sugar, or you remove it entirely. Science is shifting; we now recognise that sustainable health comes from consistency, not perfection. Low-calorie sweeteners like Canderel serve as a practical, evidence-based tool for sugar reduction, allowing us to manage our intake without feeling deprived or fundamentally changing our lifestyles, says Consultant Dietitian Mbali Mapholi.

They’re thinking about enjoying the moment. That’s why sustainable health choices need to fit naturally into existing routines rather than requiring people to completely change the way they live.

Globally, wellness trends are shifting away from restrictive diets and extreme approaches to health.

According to Mintel’s Global Food & Drink Trends research, consumers are increasingly prioritising balance, moderation and sustainable habits over rigid eating plans that are difficult to maintain long term.

This shift is particularly evident among Millennials and Gen Z consumers who are increasingly rejecting all-or-nothing approaches to wellness in favour of realistic lifestyle choices that support long-term health goals.

The focus is moving away from perfection and towards consistency. Instead of asking consumers to eliminate everything they enjoy, health professionals are encouraging small, achievable changes that can be maintained over time.

One of the biggest contributors to sugar consumption may not be major indulgences but rather the small daily habits that often go unnoticed.

A teaspoon of sugar in a morning coffee. Sugar is added to tea throughout the day. Breakfast cereals, smoothies, flavoured yoghurts, and everyday snacks.

While these choices may seem insignificant individually, they can collectively contribute meaningfully to overall sugar intake.

Health experts increasingly point to these routine consumption moments as opportunities for consumers to make smarter choices without dramatically changing their lifestyles.

As consumer attitudes toward health continue to evolve, brands are also being challenged to rethink how they support healthier lifestyles.

Historically, sweeteners have often been positioned as products designed primarily for people managing specific health conditions or following strict diets.

However, changing consumer expectations are creating demand for products that fit naturally into everyday lifestyles rather than being viewed as a compromise.

For Canderel, this shift has informed its new brand platform: Sweet. Smart. Zero Calories.

The platform is part of a broader shift from restriction-based messaging to empowering consumers to make everyday choices that support their personal health and wellness goals.

Consumers shouldn’t have to choose between enjoying sweetness and making smarter lifestyle choices. Recent data, including updates following the 2023 WHO guidelines, reinforces that low-calorie sweeteners are a valuable resource for long-term weight management and can be consumed without increasing cardiometabolic risks. Our goal is to empower people to make these small smart swaps every day says Maphodi.

The future of wellness isn’t about removing enjoyment from people’s lives. It’s about finding practical sustainable ways to support healthier habits every day.

As South Africans continue to pursue healthier lifestyles, the conversation around sugar may no longer be about elimination.

Instead, it may be about helping consumers make smarter choices in the moments that matter most.