Hotels have started adding Stevia-based options to breakfast buffets, while cafes are featuring monk fruit-sweetened pastries to cater to this growing trend. So, what opportunities do these substitutes offer? Are there any health risks to consider? Steff Hazel, CEO and founder of nu.choices, keeps the conversation sweet and describes the latest trends.

Health-conscious sweetener options

As health-conscious dining continues to grow across the Middle East and globally, guests are increasingly seeking sugar alternatives. This shift is largely driven by the rising awareness of sugar-related health risks, such as obesity and diabetes, which are relevant concerns both regionally and worldwide. Consequently, many hospitality venues and individuals are now exploring a variety of sugar substitutes, including stevia, erythritol, monk fruit, and artificial sweeteners.

The challenge of sugar substitutes 

One major challenge for the hospitality industry is maintaining the flavor and quality of dishes while using sugar substitutes. This is particularly difficult for chefs and F&B managers, as sugar plays a key role in taste, texture and preservation. However, alternatives often lack these crucial properties. For example, erythritol may not caramelize like sugar, which affects the presentation of certain desserts. Consequently, many kitchens have begun experimenting with hybrid recipes that combine sugar and substitutes. Furthermore, these efforts aim to achieve the perfect balance of taste and appearance without making any compromises in the final dish.

Cost considerations

Another significant factor is the cost involved in shifting from sugar to sugar substitutes, which affects pricing strategies. Natural sweeteners, like agave syrup or monk fruit, can be substantially more expensive than regular sugar, impacting menu pricing and overall costs. Consequently, some venues have adopted an alternative approach by offering both traditional and alternative sweetener options at different price points. For instance, upscale restaurants cater to health-conscious diners who may be willing to pay a premium for these alternatives, thus balancing both quality and affordability in their offerings.

Guest preferences

Many people want to, or are obliged to, pay attention to what they eat. With a diverse clientele, offering both traditional sugar and sugar substitutes allows venues to cater to a wider audience. This includes guests on diabetic-friendly diets, sugar-free advocates, wellness-conscious individuals or those with specific health-related restrictions. Furthermore, offering a range of options in dessert and beverage menus with customization provides guests with a wider selection to choose from. Ultimately, this approach fosters a sense of inclusion and enhances overall satisfaction, regardless of individual dietary preferences.

Sustainability

Alongside increasing health awareness, there is also a growing interest in sustainable dining, which considers the environmental impact of food. Green gastronomy specifically examines the environmental impact of food production, including the environmental cost of sugar. This awareness has led some hospitality brands to explore sugar substitutes as a more sustainable alternative to traditional sugar. For example, stevia and monk fruit require less water and fewer pesticides, which aligns with eco-conscious dining initiatives. In fact, some Middle Eastern hotels are incorporating these alternatives as part of their “green” dining concepts, offering sweeteners with a lower environmental footprint. Ultimately, these efforts resonate with guests who seek both quality dining and environmental responsibility.

Cultural and traditional perspectives 

In many cultures, especially in the Middle East, where tradition and culture hold significant importance, there is a strong connection to sweetness. Desserts, in particular, play a central role in hospitality, reflecting this cultural attachment. Integrating sugar substitutes into traditionally sweet dishes like baklava or kunafa presents both unique challenges and exciting opportunities for innovation. Some high-end restaurants are experimenting with small adjustments to these classic desserts, offering versions with lower sugar content or alternative sweeteners. These adjustments aim to align with modern health preferences while still respecting and honoring traditional recipes and cultural values.

The hidden side of natural sweeteners

It’s also important to consider that many so-called “natural” sweeteners undergo extensive processing, often reducing them significantly in quality. As a result, these sweeteners often transform into products with little relation to their original fruit or plant sources. A great example of this is stevia, which, in its natural state, is a green plant, as you might expect. However, it typically ends up in kitchens as a highly processed white powder or extract, which is a significant transformation. Due to refining and chemical alterations, its commercially available form loses many natural elements, making it more similar to artificial sweeteners. Consequently, this raises important questions within the industry about whether these options truly align with a health-focused approach. Therefore, considering this while balancing traditional foods with modern health trends is becoming essential, especially as more guests seek transparency and authenticity in what they consume.

Navigating sweetener choices in hospitality

From a nutritional therapist’s perspective, it’s essential to consider the health effects of both sugar and its substitutes. While small amounts of regular sugar may be acceptable, awareness of potential health impacts from various sweeteners is crucial. Additionally, some studies suggest that certain sweeteners could carry health risks, although more research is needed to fully understand their long-term effects. Furthermore, the combination of different substitutes in a single product and across a menu requires further study. Ultimately, making informed choices is key. By understanding how each option interacts with the body, hospitality professionals and guests can align their decisions with health and wellness goals.