Almost two-thirds of Americans are concerned about the safety of artificial sweeteners, a factor that could potentially impact the expected continued growth of the sugar-free market, according to a new Mintel report reported by www.foodnavigator-usa.com .

The report suggests that there remains a market opportunity for what could be considered the 'safest' sweetener. "While the sugar-free market is expanding, there is concern and confusion among some medical professionals and consumers as to the safety of these products," said Marcia Mogelonsky, senior analyst for Mintel.

"The uncertainty is not stopping people from using sugar-free products, but as far as consumers are concerned, moderation is key once they have chosen the substitute they feel is safest," she said.

The market for sugar-free foods and beverages in the US was last year valued at $5.9 billion, a slight but steady growth totalling 24% since 1999. The biggest factors for purchasing sugar-free goods are diabetes and weight management.

"While sugar-free foods are often used by diabetics unable to process sugars, the category is also a staple for many dieters. However, some studies suggest that sugar-free products do not satiate a person's appetite, which could mean that sugar-free food and drinks are actually a liability to dieters," the report said.

Indeed, the best-selling book French Women Don't Get Fat rails against processed foods (including foods containing artificial sweeteners) and preaches the importance of satiating cravings with small portions of the real thing.

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