The Use of Sweet Modulator Flavor in Non-Alcoholic RTD Beverages and Its Market Potential in Indonesia

Abstract

One of non-communicable disease that has high prevalence of occurrence is diabetes. In Indonesia itself, the prevalence of diabetes is increasing from 6.9% in 2013 to 8.5% in 2018. Whereas, diabetes can be prevented by increasing physical activity and having healthy diet by reducing sugar consumption. Sweet modulator flavor is a combined molecule created by XYZ company which can lowered the sugar application until 30% while maintaining the perception of sweetness in reduced-sugar product. The use of Sweet modulator flavor or called as Positive Allosteric Modulators (PAMs) has been already approved for food and beverage product application. By applying this Sweet Modulator Flavor, the prediction of total sugar reduction can be calculated. The market potential of this sweet modulator flavor can be predicted by calculating the market share (market value and market volume) to get market growth of each sugar-sweetened beverage product categories while also considering the new product launches of those categories. The research resulted that by applying the sweet modulator flavor, the total sugar reduction can reach 78 tons or around Rp 937,245,240.00 and product categories that has highest market potential is RTD Tea (2,281,400 L) followed by Fruit Flavored Drink (512,300 L), Carbonated Soft Drink (250,400 L) and RTD Coffee (118,300 L).