Promoting Natural Sweeteners in India: Bridging Consumer Awareness and Behaviour Through Public Policy

Abstract

India is witnessing a rapid and alarming rise in lifestyle-related diseases, particularly diabetes,
obesity, hypertension, and cardiovascular disorders. A substantial proportion of this burden is
linked to the overconsumption of refined sugar, driven by changing dietary patterns, increased
availability of processed foods, and strong cultural associations with sweetened products.
Despite ongoing public awareness initiatives and health campaigns highlighting the dangers of
excessive sugar intake, a significant gap persists between consumer awareness and actual
behavioural change.
This review article provides a comprehensive synthesis of existing literature on sugar-related
health awareness, consumer behaviour dynamics, and the effectiveness of public policy
interventions aimed at reducing sugar consumption. It examines the growing interest in natural
sweeteners—such as stevia, jaggery, honey, date syrup, and monk fruit—as viable alternatives to
refined sugar. The analysis identifies key psychological, sensory, cultural, economic, and
informational barriers that hinder widespread adoption of these healthier substitutes among
Indian consumers.
The article further evaluates a range of policy mechanisms that have the potential to promote
healthier dietary transitions. These include fiscal tools such as sugar taxes and subsidies for

natural sweeteners; regulatory approaches like front-of-pack labelling and restrictions on
marketing high-sugar foods; public education and behaviour change communication campaigns;
and measures to strengthen market accessibility, affordability, and quality assurance of natural
sweeteners. By integrating insights from public health, behavioural science, and policy research,
the review highlights the critical need for a multi-level, evidence-based strategy to close the
intention–action gap.