HUMAN PRACTICES
As residents' living standards rise, high-sugar diets lead to increased overweight, obesity, and chronic diseases. Consumers' health awareness has strengthened, and the trend of reducing sugar consumption has emerged. Sugar substitutes have gained attention. Currently, sucrose has a high proportion of the global sugar and sweetener market. Artificially synthesized sugar substitutes have problems such as high costs, unsatisfactory sweetness, and health risks.
Therefore, we focus on a new sugar substitute - sweet protein. It has high sweetness, low calories, is safe and non-toxic, and has great application value in the food and beverage fields.
This project intends to achieve the low-cost preparation of sorbitol protein-based sweeteners by mining the homologous genes of the sorbitol protein family from microorganisms through homologous recombination expression, and then through collaborative compounding. Specifically, using the synthetic biology approach: mining the homologous proteins of sorbitol from microbial sources (sequence homology > 85%), introducing a molecular chaperone co-expression system in Escherichia coli to solve the problem of incorrect folding of disulfide bonds.
Figure 1 IHP overview mind map
Stakeholder Identification
Through our preliminary research and project analysis, we identified key stakeholders based on their influence, interest, and relevance to our sweet protein project. We categorized them into primary and secondary groups to ensure comprehensive engagement. This analysis helped us prioritize interactions and tailor our approaches to maximize insights and project alignment with real-world needs.
Primary Stakeholders (High influence and direct impact on project success):
Secondary Stakeholders (Supportive influence, indirect but valuable input):
Engagement Strategy:
Each stakeholder group was approached with tailored methods - consumers through questionnaires and street interviews, industry through company visits and in-depth interviews, and experts through formal interviews. This multi-method approach allowed us to gather diverse, actionable data.
To develop a responsible solution, our first step was to understand the current social reality of sugar consumption and alternatives. Excessive sugar intake has been widely linked to chronic diseases such as obesity and diabetes, yet the consumption of sugary drinks and desserts remains high in China, especially among younger generations. At the same time, awareness of “sugar-free” or “low-sugar” lifestyles is growing, reflected in the rising market for sugar substitutes. However, consumer trust in existing alternatives (e.g., aspartame, sucralose) is fragile, due to concerns over safety, aftertaste, and processing stability. This societal context compelled us to design a structured survey to map people’s perceptions, behaviors, and expectations before moving into solution design.
We therefore conducted two rounds of questionnaires with distinct positioning: the first round targeted the general public and collected 133 valid responses, while the second round focused on consumers with experience in sugar-containing products or potential consumers of sugar substitutes and obtained 211 valid responses. The questions focused on (i) daily sugar consumption habits, (ii) awareness of health risks associated with sugar, (iii) perceptions and acceptance of sugar substitutes, (iv) willingness to pay for healthier sweet options, and (v) preferred communication channels for science and product information.
The results revealed a double-edged reality: while most participants recognized the health risks of excessive sugar, many still prioritized taste and affordability, and expressed doubts about the safety and naturalness of existing sugar substitutes. Importantly, survey data showed that price sensitivity and processing stability were key barriers to broader adoption, while trusted communication channels such as Douyin and Xiaohongshu were crucial for building acceptance.
These findings directly informed our solution design stage. Technically, they pushed us to prioritize microbial expression strategies that can reduce production cost and to explore stability-enhancing methods for food processing. Strategically, they highlighted the need to co-design with both consumers and F&B partners, and to prepare a targeted science communication plan that can build trust and reshape perceptions. Thus, the questionnaire stage not only mapped the problem landscape but also served as the foundation for solution co-creation and implementation.
Insights into Sugar Substitutes & Sweet Proteins
1 Most people occasionally try sugar substitute foods
Results from the first questionnaire revealed that while sugar substitutes are already present in the market, their usage remains largely occasional. Only a small fraction of participants reported daily use, indicating that substitutes are often treated as trial products rather than staples. This pattern suggests that any new solution must first lower the threshold of trial, for example through tasting activities and easy-to-access small samples. From a business perspective, this pointed us toward channels like cafés and convenience stores, where the cost and risk of initial trials are low.
Figure 4 Frequency of trying sugar substitutes
2 Sugar-free/zero-calorie beverages are the most popular
When asked about product categories, more than half of respondents associated substitutes primarily with sugar-free or zero-calorie beverages. This confirmed that drinks are the most established entry point into the market. For us, this finding reinforced expert advice to focus on beverages rather than high-temperature baking, since stability challenges remain. On the IHP side, it directed us to engage with beverage brands and store owners to better understand formulation challenges.
Figure 5 Popular Product Categories for Sugar Substitutes
3 Safety is the primary factor in choosing sugar substitute products
The survey also revealed that “safety” is the single most important factor in consumer choice, outweighing both taste and price. Concerns about the long-term health effects of substitutes were repeatedly voiced, showing that consumers value not only the promise of low calories but also scientific reassurance. This insight influenced our IHP strategy by making expert engagement a priority: we invited medical doctors and nutrition scientists to explain how sweet proteins are metabolized and to clarify the boundaries of existing research.
Figure 6 Key Factors Influencing Consumer Choice of Sugar Substitutes
4 Most people know nothing about sweet protein
At the same time, more than half of participants admitted that they were unfamiliar with sweet proteins. This low level of awareness created both a challenge and an opportunity: on one hand, it implied a significant educational cost; on the other, it offered the chance to build a new product category in consumers’ minds. Thus, we are going to design communication materials such as short videos, picture-based explanations, and community-based “taste and learn” activities to bridge this knowledge gap.
Figure 7 Consumer Awareness Level of Sweet Proteins
5 Most respondents are willing to try sweet protein products
Despite this lack of awareness, nearly 60% of participants expressed willingness to try sweet proteins. However, willingness alone does not translate into action unless trial is made convenient and risk-free.
Figure 8 Consumer Willingness to Try Sweet Protein Products
6 Coffee/tea flavoring is the most popular usage scenario
When it came to actual usage scenarios, the majority highlighted coffee and tea as their primary needs, again
underscoring the importance of beverages as the first implementation field.
Figure 9 Most Popular Usage Scenarios for Sugar Substitutes
7 Long-term health effects are the main concern
Concerns about substitutes also centered strongly on long-term health risks. While people are open to experimenting, they remain anxious about what cannot be seen or felt immediately. This influenced our education part by prompting the creation of joint science communication events to children, ensuring that the hope of the future, juvenile trust is built on credible, transparent evidence.
Figure 10 Primary Consumer Concerns Regarding Sugar Substitutes
8 Most respondents think the promotion is attractive
More than two-thirds said that “natural & gut-friendly” would significantly increase their purchase intent. This points to a strategy: align sweet proteins with safety and low calories, plus natural origin and microbiome friendliness—this gives the promotion a value anchor, while the promotion turns that intent into action.
Figure 11 Impact of "Natural and Gut-Friendly" Messaging on Purchase Intent
9 Most respondents can accept a 1-2 times price premium
In terms of economics, most respondents reported that they would accept a price premium of one to two times that of sugar for an equally sweet product. This indicated that while consumers are sensitive to price, there is still a rational willingness to pay if the product delivers clear health and taste value.
Figure 12 Acceptable Price Premium for Sweet Protein Products Compared to Sugar
10 Social media is the main channel
The survey highlighted that social media is by far the most important channel through which consumers learn about new products. More than 70% of respondents reported discovering alternatives online, and many emphasized that new products are most suitable for sharing during social occasions. This validated our choice to adopt a digital-first outreach strategy, combining Douyin and Redbook as our main communication platforms.
Figure 13 Primary Channels for Discovering New Food Products
Overall Summary
Our questionnaires revealed that safety, taste, and price are the key barriers to adopting sugar substitutes. While people are aware of sugar’s health risks, they still hesitate to change their habits, showing low usage frequency and strong concerns about long-term safety and cost.
At the same time, the surveys highlighted clear opportunities: beverages like coffee and tea are the most promising entry point, nearly 60% of respondents are willing to try sweet proteins, and “natural and gut-friendly” positioning, together with social media communication, can strongly boost acceptance.
These findings guided us to design Human Practices that focus on expert-backed science communication, risk-free tasting experiences, and digital outreach, while shaping a business plan that prioritizes beverage applications, affordability, and consumer trust.
Sugar Substitute Habits & Sweet Protein Preferences
We analyzed the results of our second public questionnaire, the Sweet Free, which collected 211 valid responses. The survey was designed to understand public perceptions of sugar, sweeteners, and health, as well as attitudes toward new “guilt-free” sweets. The respondents were predominantly young—47.39% aged 0–18 and over 70% under 30—female (62.56%), and mostly students (60.19%). This demographic context is important, as it highlights a digitally native, health-aware but price-sensitive population.
1 Overwhelming Demand for "Guilt-Free" Sweet Options
The survey revealed an overwhelming demand for healthier “guilt-free” sweet choices. Nearly three-quarters of respondents (73%) reported that they either “very much” hope or “hope” for such options. This demonstrates a clear market pull, suggesting that a new product designed around health, safety, and satisfaction has a receptive audience.
Figure 14 Consumer Demand for "Guilt-Free" Sweet Options
2 Awareness of Sugar Substitutes is Extremely High
Awareness of artificial sweeteners was extremely high, with 92.42% of respondents reporting that they had heard of them. This indicates that sugar substitutes are already a familiar concept, but also that consumers bring with them pre-formed opinions and skepticism. For our next activity, this means education should move beyond simply “introducing” sweeteners to actively addressing doubts and misconceptions.
Figure 15 General Awareness of Artificial Sweeteners
3 Health Consciousness Drives Consumers to Read Labels
A significant proportion of consumers—around 43%—reported that they “always” or “often” check nutritional labels, paying attention to sugar and calorie content. This illustrates a strong health-driven decision-making process, especially among young people.
Figure 16 Frequency of Checking Nutritional Labels by Consumers
4 Consumers Clearly Recognize the Health Risks of Sugar
Respondents showed very high awareness of sugar’s negative impacts, with obesity (91.47%), diabetes (86.73%), cardiovascular diseases (69.19%), and tooth decay (67.3%) being the most recognized risks. This awareness explains the high demand for healthier alternatives and provides a natural entry point for communication.
Figure 17 Consumer Awareness of Sugar-Related Health Risks
5 Gap Exists Between Health Concerns and Actual Behavior
Despite high awareness, 55.92% of respondents admitted that they had not reduced their sweet intake. This contradiction—knowing the risks but failing to act—represents both a behavioral challenge and a product opportunity.
Figure 18 Self-Reported Reduction in Sweet Intake Despite Health Awareness
6 Sweet Consumption is Primarily Driven by Leisure and Stress
The majority reported consuming sweets during leisure (75.36%) or when stressed (59.24%), linking sweetness with comfort and emotional relief. This reveals that sweets serve as more than food; they function as emotional coping mechanisms.
Figure 19 Primary Motivations for Sweet Consumption
7 Taste of Existing Low-Sugar Products is Perceived as Average
Current low-sugar products were poorly rated: 38.86% called them “average” in taste, while only 9.95% considered
them “excellent.” This represents a major gap in the market and a chance for sweet proteins to differentiate
themselves through superior flavor.
In our business starup, it makes flavor quality a critical performance
benchmark and marketing message, emphasizing “no compromise on taste.”
Figure 20 Consumer Perception of the Taste of Existing Low-Sugar Products
8 Consumers are Highly Price-Sensitive to New Sweeteners
The survey showed sharp price sensitivity: 42.18% would only accept up to a 5% increase, and 35.07% refused any price increase at all. This indicates that while health is valued, affordability remains decisive.
Figure 21 Consumer Price Sensitivity to New Sweeteners
9 Significant Consumer Uncertainty Surrounds New Sweeteners
When asked if they believed new sweeteners could allow enjoyment without health risks, the largest group (43.6%) was “unsure.” This reflects a trust gap and the challenge of skepticism. Our Human Practices must therefore focus on credible education, medical expert explanations, and community dialogues.
Figure 22 Consumer Beliefs on the Safety and Efficacy of New Sweeteners
10 New Sweetener Products are Seen as Ideal for Social Sharing
81.52% said they would share new-sweetener products at friends’ gatherings, showing that these products are viewed as socially suitable and even conversation-worthy.
Figure 23 Willingness to Share New Sweetener Products in Social Settings
Overall Summary
This public survey revealed a young, health-conscious, and digitally-native audience that is eager for healthier sweet options but constrained by three barriers: taste, price, and trust.
Consumers already recognize sugar’s risks and desire alternatives, yet their habits remain unchanged due to disappointing flavor, high costs, and uncertainty about safety. The opportunities lie in providing superior taste, ensuring competitive pricing, and building trust through transparent education and credible evidence. Beverages stand out as the most promising application scenario, while social media and social sharing are the most powerful channels for adoption.
We engaged a diverse group of stakeholders, including academic experts (e.g., Professor Yang Dong, a biotechnology researcher), medical professionals (e.g., Doctor Wang Dongfeng), industry experts (e.g., Zhang Andong, a financial expert), and business leaders (e.g., Mr. Huang, CEO of a sugar-free beverage brand; and cake shop owners)……The aim was to understand technical feasibility, health impacts, commercialization barriers, and market demands—all to ensure our project is scientifically sound and ethically responsible.
Figure 24 Portrait of Professor Yang
In the initial phase of the microbial-derived sweet protein project, we consulted Professor Yang Dong from
Department of Food Bioengineering, China Agricultural University, aiming to address key uncertainties pertaining
to the project.
Professor Dong Yang is an Associate Professor at the College of Food Science and Nutritional
Engineering, China Agricultural University. He specializes in protein engineering and functional regulation, with
a research focus on protein stabilization strategies, particularly disulfide-bonded proteins. His team has
published multiple studies in SCI journals, including work relevant to freeze-drying protection of proteins, which
aligns closely with the challenges faced in applying sweet proteins in food products.
Core Interview Content
Limitations of Traditional Sweeteners and Artificial Sugars
Advantages and Challenges of Sweet Proteins
Production and Engineering Strategies
Application Scenarios
Regulatory and Quality Control Considerations
Extended Expert Insights
Professor Yang highlighted the pros and cons of traditional sweeteners and sweet proteins, emphasizing that industrialization of sweet proteins requires breaking through key indicators like cost, sweetness, and stability, with high-heat applications currently unfeasible.
Expert guidance drove the project toward practical implementation. It provided industrial cases of synthetic biology for science popularization; recommended technical improvements like trehalose to enhance freeze-drying stability; and highlighted commercial strategies including beverage applications, cost benchmarking, and regulatory planning. These insights collectively advanced our work from an early-stage concept to a structured industrialization roadmap.
After analyzing questionnaire, we recognized the need for medical perspectives and held in-depth discussions with Dr. Wang Dongfeng, who has profound professional knowledge and rich experience in the field of food as an associate chief physician in the Physical Examination Department of Wuhan Petrochemical Hospital.
Dr. Wang explained the health impacts of excessive sugar intake, related population issues, and diabetics' adaptability to sugar substitutes, noting that sweet proteins have a safer metabolic pathway with minimal blood sugar impact, suitable for diabetics.
Key Insights from the Interview
A. Health Problems Caused by Excessive Sugar Intake
Dr. Wang emphasized that excessive sugar intake primarily affects metabolic function by overloading blood glucose levels. Normally, dietary glucose, sucrose, and starch are absorbed and utilized in cells under insulin mediation. However, when energy intake exceeds consumption, glucose accumulates in the blood, and cells struggle to utilize it. Early compensatory insulin secretion can eventually fail, leading to chronic hyperglycemia and potentially type 2 diabetes. He also noted that historical records, such as from the Tang Dynasty, suggest that diabetes emerged in populations with abundant food but limited physical activity, highlighting the long-recognized link between energy surplus and metabolic disorders.
The metabolic impact varies by sugar type. Glucose and fructose are both six-carbon monosaccharides, whereas sucrose is a disaccharide of glucose and fructose. Fructose conversion to glucose is more complex but achievable. Starches, as long-chain polysaccharides, have gradual effects on blood sugar, making them more manageable in diabetic diets. Activity levels also modulate sugar metabolism: high-energy expenditure populations, like athletes or miners, are less prone to metabolic disorders even with high carbohydrate intake, while sedentary individuals may develop hyperglycemia and obesity, increasing risks of cardiovascular disease.
Age also influences sugar intake recommendations. For children (~25–30 kg), daily pure sugar intake should be limited to 5–10 g, while adults are advised to consume no more than 15–20 g, excluding sugars in complex carbohydrates. Excess sugar during adolescence may lead to obesity, increasing the risk of type 2 diabetes in adulthood and affecting growth, secondary sexual development, and psychosocial health.
Dr. Wang highlighted new trends, such as the metabolic impact of corn syrup, which can induce fatty liver even in non-obese individuals due to direct conversion to fat in the liver. He advised limiting consumption of corn syrup-containing foods. While intermittent fasting (e.g., 16:8) may be difficult to implement clinically, he recommended comprehensive lifestyle interventions—controlled carbohydrate intake, increased vegetable and moderate fruit consumption, sufficient protein and fat intake, and high-intensity exercise—as effective for reversing type 2 diabetes in some patients, noting that adherence and persistence in exercise are critical.
B. Common Problems Observed in Patients
Patients consuming excessive sugar often share similar dietary and lifestyle habits. Diet-wise, they prefer sweets, consume large quantities of sugary beverages, and eat high-calorie, highly processed foods, often exceeding four meals per day. Lifestyle habits include prolonged sitting or inactivity, with minimal effective physical exercise. Even when walking is performed, single activity durations are often too short to achieve metabolic benefits.
Dr. Wang suggested several improvements: adults should maintain 70% fullness per meal (80% for adolescents), limit sugar and salt intake, reduce processed foods and sugary beverages, and drink plain tea while avoiding cold foods. Exercise should be structured to last at least 10–30 minutes per session, with increased daily activity and engagement in labor to counter prolonged sedentary behavior.
C. Adaptability of Diabetic Patients to Sugar Substitutes
Regarding sugar substitutes such as aspartame, sucralose, and erythritol, Dr. Wang emphasized that individual responses vary. Some substitutes, like saccharin and sucralose, may transiently impair glucose tolerance in healthy individuals through gut microbiota alterations, though these effects are reversible. Certain substitutes require caution in diabetic populations, and personalized dietary adjustments are necessary. Key clinical advice for diabetic patients includes controlling overall carbohydrate intake, monitoring blood glucose responses, and incorporating lifestyle modifications alongside substitute usage.
Based on the discussions, the team decided to highlight sweet proteins' metabolic safety, position them as a new sugar substitute for sugar-controlling groups, plan applications in food and oral care, and gain a better understanding of the sugar substitute market, correcting one-sided perceptions.
Expert insights confirmed that our product is safe for diabetic users. Based on this, we positioned it toward
health-focused consumer groups in our design iteration. At the same time, we carefully addressed ethical issues
around health claims, which strengthened the overall credibility and responsibility of our project.
Figure 26 Team members are interviewing Doctor Wang Dongfeng
Interviewee Background
The interviewee is the owner of a small cake stall and has many years of experience in the baking industry. His customer base is highly mobile, mainly consisting of employees from surrounding companies and students from nearby schools. These consumers have nearly stringent requirements for ingredient quality and taste.
Observation on Market Demand
In recent years, the shop owner has keenly noticed a significant increase in consumers' demand for healthy eating and sugar control, which is specifically reflected in the growing attention to sugar-reduced and sugar-free options. This demand, on the one hand, stems from direct inquiries from customers, such as purchasing for people with specific health conditions or those pursuing a low-calorie diet; on the other hand, it is also closely related to the transformation of the overall market trend.
Practice in Sugar Substitute Application
The shop owner has preliminary experience in using zero-calorie sugar substitutes in baking and has an intuitive understanding of their advantages and challenges in terms of taste, operational convenience, cost, product stability, and customer acceptance. At present, the shop owner is still continuously exploring innovative sugar substitute solutions, striving to better balance the classic flavor of traditional baking while meeting health needs.
Figure 27 Team members are interviewing cake shop owners
Key purpose of the interview:
Understand the user base and sales situation of artificial sweeteners, as well as the impact of using artificial sweeteners in dessert production on both physical health and the taste of desserts.
Figure 28 Team members are interviewing cake shop owners
Summary:
1.The cake shop owner shared that they use zero-calorie sugar when making cakes. This type of sugar substitute contains fewer additives and has low fat content.
2. When making desserts, it is important to consider the ratio of zero-calorie sugar to white sugar. The key to making desserts lies in adjusting the proportions. Improper use of sweeteners can affect the taste, so it is crucial to precisely control the proportions to achieve the best taste
3. Their main customers are students and office workers from nearby schools and workplaces, aged approximately 15 to 30, who have low sugar intake requirements.
4. Nowadays, people prefer low-sugar foods, so when making cakes, they can use pure animal cream combined with zero-calorie sweeteners. At the same time, they reasonably control raw material costs based on customers’ consumption levels. Initially, all products were made with the same sugar. Later, for customers with higher requirements, they were willing to use artificial sweeteners exclusively but would appropriately increase the price. All the customers with sugar control needs can accept the price increase. They sell approximately 100 portions daily, allowing customers to sample and provide feedback, which is then used for adjustments. This has provided valuable insights for the future sales and production of our sweet protein freeze-dried powder products
5. They said some customers are worried about the health risk brought by sugar substitute
From our discussions, we learned about the practical challenges of applying sweet proteins in baking, such as balancing taste ratios and addressing customer acceptance of potential price premiums. These insights not only validated the market potential but also helped us refine our ethical considerations around consumer health concerns, ultimately improving the project’s alignment with real market demands.
Results and Improvement:
The application of zero-calorie sweeteners in the baking industry is mainly driven by health awareness (sugar control, weight loss, diabetes management), but consumers still have concerns about taste, price, and safety. The boss mentioned that customers actively request low-sugar products, indicating that market education on low-sugar products has been initially successful. Customers are willing to pay about 20% more, indicating that the market acceptance of sugar substitute desserts is good.
Improvement:
We also need to address consumer concerns by conducting expert interviews and other methods to understand whether gut microbiota affects metabolic functions.
Figure 29 The calorie-free sweetener that cake shop owners use
To deeply evaluate the project's commercial value and industrialization feasibility, we interviewed Mr. Zhang Andong, Chief Expert of the Pharmaceutical and Chemical Division at Haifa Baocheng Financial Leasing Co., Ltd. His expertise covers industrial research and project risk analysis. This interview provided clear guidance on reducing compliance risks, unlocking high-profit scenarios, and enhancing our technical barriers.
Market Opportunity & Core Advantages
Expert Zhang Andong pointed out that the sweet protein market is a niche sector with a high compound annual growth rate (CAGR) of 15%, driven primarily by the food and beverage industry. Its core advantages lie in being natural, zero-calorie, and possessing ultra-high sweetness (3,000 times that of sucrose), making it a better-tasting and healthier sugar substitute with the potential to disrupt the artificial sweetener market.
Production Barriers & Cost Reduction
In terms of production, microbial fermentation is the mainstream path, offering both cost-effectiveness and stability, superior to plant extraction, which suffers from high costs and unstable supply chains. The key to success lies in overcoming technical challenges such as correct protein folding and purification, and optimizing the production line through process integration and intelligent equipment. To control costs, the expert suggested exploring methods like utilizing agricultural waste. In response, we will continue to use technologies like protein disulfide isomerase to enhance protein expression efficiency.
Business Strategy & Risk Management
Commercialization requires an integrated online-offline, scenario-based marketing approach. A robust risk management framework must also be established, including diversifying R&D, securing domestic supply chains, and preparing for international market entry. The expert predicts that the future trend will be towards functional and compounded natural sweeteners. This interview provides a key foundation for us to build high-quality production processes and effective marketing strategies. For more details, please refer to our entrepreneurship section.
Figure 30 Team members are interviewing expert Zhang Andong
Figure 31 Portrait of Mr. Huang, CEO of a sugar-free beverage brand
Purpose of the interview：
Our team's research topic is about the use of sweetened proteins to replace some sugar substitutes
Through interviews with sugar-free beverage brands, in order to understand:
Expert background：
As a sugar-free beverage brand, Mr. Huang has a full understanding of sugar-free products, and has contacted sugar-free product manufacturers around the world to conduct research to know what conditions sugar substitutes should have. Sweetened proteins can be applied to food production, oral care product production, food production, and potential customers include food and beverage manufacturers
Mr. Huang can bring breakthroughs to our future business planning and development goals, and can provide us with valuable improvement experience to help us make significant progress in our research.
Interview Highlights:
During the interview, Mr. Huang highlighted the growing global trend and market demand for sugar-free beverages. He emphasized that as consumers become more health-conscious, products without sugar are increasingly popular, especially among younger generations. He provided examples such as the sugar-free versions of Coke and Oriental Leaves, noting that globally, sugar substitutes are now a standard component in most beverages except mineral water. In China alone, the beverage market production capacity exceeds one trillion RMB, with the overall global market likely surpassing 5 trillion USD. Consumers prioritize taste, safety, and health benefits, and sweet proteins can potentially outperform traditional sugar substitutes if they meet these expectations.
Regarding production and cost considerations, Mr. Huang acknowledged that sweet proteins are more expensive to produce than conventional sugar substitutes. However, he pointed out that manufacturers are often willing to pay a slightly higher price for superior taste and functional benefits. Safety remains paramount; for a new ingredient to be adopted widely, complete safety documentation and application examples, such as beverage recipes, are essential. Mr. Huang stressed that if sweet proteins can provide both safety and desirable taste, brands will be enthusiastic about integrating them into their products.
From a commercial perspective, sweet proteins offer promising potential to replace other sugar substitutes due to their low-calorie, non-toxic nature and functional benefits, such as sugar control and reduced health burden. Mr. Huang noted that the successful large-scale adoption of sweet proteins requires attention to sourcing, supply chain management, production scale, advertising, and consumer education. Challenges primarily stem from consumer perceptions regarding taste and cost, but these can be mitigated through proper marketing and standardized production processes.
For high school researchers like our team, Mr. Huang advised early engagement with real-world markets to discover the value of scientific innovations. He highlighted the significance of considering food safety and long-term consumer health when developing research projects. He believed that such an approach would lay a solid foundation for future academic and professional development, particularly in the field of food nutrition and safety.
Takeaways & Summary:
Through this interview, our team gained a deeper understanding of the characteristics sweet proteins must possess to successfully replace traditional sugar substitutes. We also learned how producers evaluate sugar substitutes and the features that enhance market acceptance. Mr. Huang’s encouragement reinforced our confidence in the potential of our project. Moving forward, insights from this interview will guide both our educational efforts—providing public awareness and scientific outreach to help consumers understand sweet proteins—and our business planning, by entering the market early, promoting the product, and ensuring the safety of sweet proteins, including evaluating their long-term effects on human health.
Figure 32 Team members are interviewing Mr. Huang, CEO of a sugar-free beverage brand
Figure 34 Team members are conducting online seminars with other iGEM team
Since both of our projects focus on the same topic—healthy living and weight management—we collaborated with Team UCS-A by holding an online seminar to exchange research findings and discuss potential applications in areas such as blood glucose management.
Summarize:
During this seminar, the team leaders from our group and Team Ulink presented their respective research findings. The leader of Team Ulink introduced their research on blood glucose reduction, where they discovered that the GLP-1 signaling pathway can promote insulin secretion, thereby lowering blood sugar. We also shared our team's research on freeze-dried thaumatin powder. Furthermore, we discussed each product's market positioning, future improvement directions, and strategies to enhance public awareness of healthy eating through education and promotional activities.
Similarities:
During the seminar, we observed that the target audience for both teams' final products is remarkably similar. This includes metabolically healthy individuals requiring blood sugar and weight management, prediabetic individuals needing simultaneous blood sugar control and weight management, and health-conscious people monitoring weight and sugar intake.
Conclusion:
The final products from both teams can complement each other in the market, offering consumers more affordable and convenient solutions for blood glucose and weight control.
Figure 35 Offline Street interview mind map
This offline interview was held at Changtai Square. It aimed to conduct research among customers of milk tea shops and cake shops, focusing on their thoughts related to new healthy sweeteners. Before the interview, it is necessary to complete the organization of the merchant list, purchase small gifts and prepare questions. A random combination of 5 questions per person should be adopted, covering the habits of choosing artificial sweeteners, cognition, concerns and questions related to glycoproteins. The process is divided into four stages: assembly and preparation from 15:00 to 15:20, positioning from 15:20 to 15:30, formal interview from 15:30 to 17:00, and conclusion and summary from 17:00 to 17:30. At the same time, it is required that the interviewees dress appropriately, respect their wishes, protect their privacy and keep their equipment properly.
We conducted in-person street interviews with target groups such as consumers at milk tea and cake shops to gather real-time feedback on perceptions of new sweeteners. These conversations revealed concerns about both taste and health, which we then incorporated into our educational materials to strengthen public engagement. By respecting participants’ privacy and listening carefully to their views, we also enhanced our social responsibility and built greater trust with the community.
Street Interview Findings
Through face-to-face interviews with milk tea and cake shop customers at Changtai Square, we gathered valuable insights into consumer perceptions and behaviors regarding sugar substitutes and sweet proteins:
1. Knowledge Gap Between Sugar Substitutes and Sweet Proteins
Most respondents demonstrated familiarity with common sugar substitutes like erythritol and stevia in their beverages, with many actively choosing "less sugar" or "sugar-free" options. However, when asked about "glycoproteins" or "sweet proteins," the vast majority had never heard of these terms. Interestingly, some confused glycoproteins with protein additives like collagen in milk tea, revealing fundamental misconceptions about what sweet proteins actually are. This knowledge gap presents both a challenge for market education and an opportunity to position sweet proteins as an innovative category distinct from existing alternatives.
2. Price Sensitivity Linked to Perceived Value
Consumer willingness to pay extra for healthier alternatives showed clear patterns. When asked if they would pay an additional 2 yuan for sugar substitutes with "taste closer to sucrose," responses varied significantly based on their health consciousness and previous experiences with artificial sweeteners. Regular sugar-free beverage consumers showed higher acceptance of price premiums, while occasional buyers remained skeptical about whether the taste improvement justified the cost. This suggests that demonstrating tangible taste benefits through sampling would be crucial for market adoption.
3. Safety is the primary concern
The most consistent concern across interviews centered on health safety, particularly regarding long-term effects. When presented with information about potential impacts on gut microbiota or high-temperature stability of sweeteners, many respondents indicated they would reconsider their ordering habits. Several customers specifically asked about decomposition of sweeteners when heated, showing sophisticated awareness of food chemistry. Parents ordering for children expressed heightened safety concerns, often choosing regular sugar over artificial alternatives due to uncertainty about health impacts.
4. Strong demand for Transparency and Education
A significant finding was the strong consumer desire for clearer labeling and education about sweetener ingredients. Most respondents believed milk tea shops should explicitly label the specific types of sugar substitutes used, not just indicate "sugar-free." When asked about preferred learning methods, younger consumers (under 30) favored quick, visual information through posters or menu notes, while older customers preferred expert explanations. This indicates the need for multi-channel education strategies tailored to different demographic segments, with simple, trustworthy information being paramount for building consumer confidence in sweet protein products.
These street interview findings complement our questionnaire data by providing deeper qualitative insights into the emotional and practical factors influencing consumer choices, reinforcing our strategy to focus on safety validation, taste superiority, and transparent communication in bringing sweet proteins to market.
Figure 36 Team members are conducting street interview
Figure 37 Group photo of team members and interviewees
Figure 38 Team members are conducting street interview
Through our Human Practices journey, we explored the social, medical, academic, and industrial dimensions of sugar substitutes, with a special focus on sweet proteins. Our surveys revealed both opportunities and challenges: while consumers are increasingly health-conscious and eager for “guilt-free” sweetness, they remain highly sensitive to taste, price, and long-term safety. Expert consultations reinforced these insights, reminding us that technical hurdles—such as protein folding, stability, and large-scale production—must be overcome before sweet proteins can achieve widespread adoption. Industry interviews confirmed that beverages are the most promising entry point, while baking applications remain technically demanding.
By integrating feedback from diverse stakeholders, we refined our technical strategies—such as using the PDI gene to promote correct disulfide bond formation, thereby enabling proper expression and folding of the target protein—and shaped our outreach approach to emphasize transparent communication, safety validation, and affordable access. Importantly, these engagements helped us move beyond a purely technical perspective to a socially responsible roadmap that connects scientific feasibility with consumer trust and real-world market demands.
Ultimately, our Human Practices not only validated the value of sweet proteins as a next-generation sugar substitute but also illuminated the pathways for sustainable implementation. Moving forward, we will continue bridging science, industry, and society, ensuring that our innovation contributes meaningfully to healthier lifestyles and a more responsible food future.
End Users
Our project targets diverse stakeholders:
Health-conscious consumers including individuals managing weight, diabetics, families reducing sugar intake, and those caring for oral health.
Food and beverage enterprises producing low-sugar or sugar-free products.
Catering businesses such as coffee shops, milk tea shops, and dessert stores.
Medical and nutrition institutions that provide special-purpose foods for specific groups (e.g., diabetic and obese patients).
Expected Usage
For individuals, our sweet protein can serve as a daily sugar substitute, helping reduce refined sugar intake while maintaining sweetness, lowering calorie consumption, and easing the burden on blood sugar.
For enterprises, it can be applied directly in beverages, desserts, and functional foods, creating healthier yet affordable alternatives that meet market demand.
Implementation Roadmap
We plan to advance from early R&D to large-scale production and sustainable innovation. In the first 18 months, we will optimize genetically engineered strains, establish purification processes, and conduct preliminary stability and regulatory studies. By months 19–30, we will build a GMP pilot plant, complete safety testing, and submit compliance filings in China, the EU, and the US. From months 31–48, we will scale up production, reduce costs, expand product lines, and introduce our products to markets in Asia, Europe, and America. In months 49–60, we will further improve efficiency, lower costs, and extend applications into cosmetics and tobacco. Beyond 61 months, we aim to achieve carbon-neutral production through synthetic biology and secure clean label certification, ensuring sustainable growth.
Broader Impact
By bridging stakeholders and integrating feedback, we contribute to healthier diets, reduced chronic disease risks, and wider public education on sugar alternatives. Ultimately, it advances global health goals while embedding synthetic biology into everyday life in a responsible and accessible way.
