When it comes to the relationship between consumers and sugar, American filmmaker, visual artist and actor David Lynch perhaps best describes the dynamic when he said: “Sugar does make people happy, but then you fall off the edge after a few minutes, so I've really pretty much cut it out of my diet. Except for cupcakes. I like those.”

Within the beverage industry, with more consumers seeking reduced-sugar or sugar-free drinks, experts note that beverage-makers are turning to sweeteners such as stevia, erythritol, monk fruit and allulose to deliver products without sacrificing on taste.