INTEGRATED HUMAN PRACTICES
Overview
Understand the Problem
Understand the Context
From Lab to Table
Conclusion
As concerns about sugar-related health risks rise and the demand for healthier, more sustainable alternatives grows, the question we asked ourselves was: what does a responsible sugar substitute look like? At SuSu, we believe scientific innovation must be shaped by those it intends to serve. That’s why we embedded human-centered design at the heart of our project—engaging stakeholders at every stage to ensure our solution is not only technically feasible, but socially relevant and ethically sound.
Through an iterative and research-informed approach, we listened closely to the voices of consumers, healthcare professionals, industry leaders, and regulatory experts. From understanding public perceptions of sugar and health, to exploring the regulatory and market landscape of sugar substitutes, and finally to validating our bioproduction and commercialization strategy, we worked to build a solution that moves responsibly from lab to table.
Figure 1 IHP Mindmap
Survey on Public Awareness of Sugar Substitutes
Our survey collected responses from a total of approximately 327 individuals, with 311 valid samples. Among the valid samples, 38.84% were male, and 57.49% were female. The age distribution was relatively even, with 34.56% under 18 years old and 23.85% between 18 and 35 years old. Additionally, 44.95% of respondents were not employed. The average education level ranged from high school to higher education. Among employed respondents, the average monthly salary was 16,000 RMB.
In the questionnaire, we listed 12 types of sugar substitutes: sorbitol, xylitol, erythritol, steviol glycosides, maltitol, monk fruit extract, mannitol, aspartame, acesulfame potassium, sucralose, sodium cyclamate, and saccharin sodium. Among these, xylitol had the highest recognition rate at 88.07%, while sorbitol, maltitol, aspartame, and sodium cyclamate were recognized by approximately 50% of respondents. Erythritol had a recognition rate of 36.39%. About 8% of respondents were unaware of all listed sugar substitutes. These results indicate that xylitol is the most widely recognized sugar substitute, whereas erythritol has relatively low public awareness (Figure 2).
Figure 2 Sugar substitutes(Note: This was a multiple-response question; percentages are calculated independently for each option and therefore do not sum to 100%.)
Regarding the purchase of products containing sugar substitutes, sugar-free beverages such as zero-sugar cola accounted for 90.21%, while snacks accounted for 52.92%. This suggests that public consumption of sugar substitute products is primarily concentrated in beverages. This trend may be attributed to the more extensive marketing of sugar reduction benefits in beverages, leading to higher public acceptance (Figure 3). Furthermore, many respondents did not actively check whether the products they purchased contained sugar substitutes, indicating insufficient public awareness of sugar substitutes in food, a lack of understanding about sugar substitutes, and inadequate societal promotion. Approximately 18.96% of respondents deliberately avoided products containing sugar substitutes, possibly due to concerns about potential side effects (Figure 4).
Figure 3 consumption of sugar substitute products(Note: This was a multiple-response question; percentages are calculated independently for each option and therefore do not sum to 100%.)
Figure 4 public awareness of sugar substitutes(Note: This was a multiple-response question; percentages are calculated independently for each option and therefore do not sum to 100%.)
Among the surveyed population, the primary reasons for choosing sugar substitutes were calorie control (79.59%) and blood sugar management (51.02%). Thus, it can be concluded that the main motivation for purchasing sugar substitutes is to maintain a healthy lifestyle and prevent health issues such as diabetes and obesity. In contrast, satisfying sweet preferences and reducing the risk of dental caries were less significant factors. Most consumers still use sugar substitutes primarily for health purposes (Figure 5).
Figure 5 reasons for choosing sugar substitutes
Among those who avoided purchasing sugar substitutes, 87.1% did so due to concerns about potential health risks. This apprehension may stem from skepticism about the immature technology of sugar substitutes or limited understanding of their risks. Additionally, 22.58% avoided sugar substitutes because of perceived poor taste, possibly due to the metallic aftertaste associated with certain sugar substitutes on the market. The primary channels for purchasing sugar substitutes were offline supermarkets and online e-commerce platforms.
Regarding sources of knowledge about sugar substitutes, 60% of respondents learned about them through Douyin (TikTok), while 50.67% obtained information via Taobao, indicating a reliance on online social media and shopping platforms. This suggests that insufficient understanding or excessive concern about the side effects of sugar substitutes may result from information silos or exposure to misinformation on the internet. Only 13.78% of respondents acquired knowledge about sugar substitutes from academic papers or official websites. This outcome may reflect inadequate societal promotion and insufficient public education on sugar substitutes.
Concerning erythritol specifically, 62.08% of respondents were entirely unfamiliar with it, while 8% reported frequent use. About 30% never used erythritol. In terms of acceptance, 75% of respondents indicated willingness to consume erythritol, whereas 20% stated they would avoid purchasing it.
This survey concludes that current market promotion of sugar substitutes, including erythritol, is insufficient. Public access to information about sugar substitutes is inconsistent in quality, potentially leading to misleading or alarmist claims. Moreover, awareness of sugar substitutes in food products remains concentrated in beverages, and their primary perceived benefits relate to weight and blood sugar management. Factors such as price and taste are not yet major considerations in the purchase of sugar substitutes.
Figure 6 Market Scan
After conducting research on the goods in supermarkets, we concluded that erythritol currently available on the market is mostly used in beverages. This makes us realize that in the future we can be more inclined to promote our products in the direction of beverages, and we hope to enhance communication with beverage manufacturing companies to expand our market.
Interviewee Profile: Director of Science and Education, First Affiliated Hospital, Anhui University of Science and Technology
Focus of the Interview: Health and regulatory insights on erythritol
Figure 7 interview with Dr. Huang Wei
Prof. Huang highlighted several notable advantages of erythritol as a sugar substitute. One of its most important features is its metabolic safety. Over 90% of erythritol is absorbed in the small intestine and excreted unchanged through urine, meaning it does not affect blood glucose or insulin levels—making it particularly suitable for individuals with diabetes. In addition, erythritol contains very low energy, providing only 1.25 kilojoules per gram, which is less than 10% of the energy provided by sucrose. This makes it ideal for people who are trying to control their weight. Compared to other sugar alcohols, erythritol also demonstrates high gastrointestinal tolerance, rarely causing bloating or diarrhea, and is considered safe for children, the elderly, and pregnant women. Another unique benefit is its ability to help prevent dental caries, particularly in children, due to its non-fermentable nature in the oral cavity.
While erythritol is widely regarded as a safe and effective sugar substitute, Prof. Huang cautioned against potential misconceptions and health risks arising from its misuse or over-promotion. Long-term consumption of sugar substitutes, including erythritol, can raise an individual’s sweetness threshold, making them more prone to cravings or even dependency on sweet tastes. Furthermore, since erythritol contributes minimal energy, excessive substitution of regular sugars may lead to energy deficits and, over time, to broader metabolic issues. Prof. Huang also noted that although a definitive causal link has not been established, recent studies have suggested a potential association between high erythritol intake and increased cardiovascular risk. These concerns are exacerbated by misleading marketing, which often positions erythritol as a “perfect sugar” while failing to communicate its dosage limits or side effects. This can lead consumers to overconsume it, unknowingly increasing their health risks—much like the past overuse of antibiotics.
Prof. Huang also provided in-depth insight into the regulatory and commercial context of erythritol use in China. He explained that erythritol is governed by national food safety laws, which set specific limits on its permissible use, including its purity and the safety of any by-products generated during manufacturing. He also emphasized that regulations vary internationally—countries such as China, the U.S., and those in the EU apply different standards regarding allowable levels and testing protocols, requiring producers to consult local laws carefully. On the promotional side, Prof. Huang reminded us that China’s Civil Code prohibits false or exaggerated advertising. Companies have a legal obligation to communicate both the advantages and potential risks of sugar substitutes transparently, ensuring consumers are not misled. He underscored the urgent need for better public science communication: just as tobacco products carry visible health warnings, sugar substitutes should be accompanied by clear, science-based educational messaging to help consumers make informed choices.
Prof. Huang’s insights had a significant impact on how we approached public engagement and educational content around erythritol. Initially, our materials emphasized its benefits, particularly its low-calorie and non-cariogenic properties. However, this interview made us realize the importance of balanced communication. As a result, we revised our public education materials to include acknowledgment of the potential health concerns of overuse and emphasis on moderation and proper dosage
Furthermore, his suggestions on clinical validation and target audience segmentation informed our market positioning and stakeholder interviews. We now understand that responsible innovation requires not just technical feasibility, but also social responsibility and regulatory compliance.
Interviewee Profile: Ph.D., Institute of Plant Physiology and Ecology, Chinese Academy of Sciences, currently active in synthetic biology and DNA technology researc.
Focus of the Interview: Technical feasibility and commercial pathway of erythritol production via dual-substrate biosynthesis.
Figure 8 interview with Professor LI Shiyuan
1.Technical Feasibility and Optimization Suggestions:
Dual-substrate extraction is scientifically viable but requires cost calculation via economic prediction websites; cheap glycerol needs testing for purification feasibility.
Strain improvement (E. coli), enzyme activity adjustment, fermentation conditions (oxygen levels, pH), and medium optimization are key lab directions.
Separation/purification and drying processes should be cost-reduced based on product characteristics.
Synthetic biology enhances erythritol’s yield, quality, and cost, but it is an early-stage process with immature processes.
2.Commercial Landscape of Sugar Substitutes:
Market shifts from natural sugars to synthetic substitutes (e.g., aspartame), now dominated by blends; erythritol faces fierce domestic competition with low barriers.
Global growth exists but is slow; Singapore and other countries have calorie labeling/sugar taxes; the WHO notes that sugar substitutes don’t aid weight loss.
Upstream costs: 40% for culture media, 40% for energy (e.g., U.S. cheap corn, Southeast Asia cheap glycerol); downstream targets blend manufacturers.
Core competitiveness lies in branding, blending, and downstream expansion; pure raw material production is challenging.
We will prioritize dual-substrate cost verification using recommended economic prediction tools and collaborate with industrial experts for yield/process simplification tests. For market strategy, we’ll focus on blending development and downstream partnerships to differentiate from raw material competition, leveraging regional cost advantages in upstream supplies. Additionally, we’ll monitor synthetic biology regulatory trends and align technical optimization with long-term environmental advantages to strengthen market positioning. At the same time, in the future, in the later stage of cost reduction, if we use low-cost glycerol, we will incorporate a purification process to ensure that the glycerol we ultimately use meets the required standards. Furthermore, during the actual production process, we will also adjust the temperature and pH, selecting the appropriate temperature and pH values to increase the yield.
Industry: biotech company with experience in biosynthesizing sugar substitutes (e.g., Allulose, Mannitol)
Focus of the visit: Understanding industry competitors and branding and product positioning strategies
Figure 9 Field Trip to Microcy to BioTech Company
1.The production of erythritol
Producing erythritol using glycerol and glucose as substrates can ensure food-grade safety, as long as food-grade glycerin and glucose are used. The cost of producing erythritol using glycerol and glucose varies in different factories. Raw materials and the ratio of glycerol to glucose can affect the cost. Glycerol is more expensive, but the prices vary in different places.
2.Erythritol market trend
Sugar alcohols as sugar substitutes are very popular because they are not metabolized. Currently, erythritol accounts for a significant market share. Although erythritol has a different taste from sucrose, it can be solved by blending. Market demand for erythritol is still rising. However, there is an overcapacity of erythritol, and the current output can already meet the market demand. Sugar alcohols have other functions. For example, some Sugar alcohols can be used in cosmetics. The increase in sales may lead to more product categories and applications. The psychology of consumers is very important. Consumers usually pursue naturalness without truly understanding it. Guiding public opinion will lead to changes in the market.
3.Comparison of the company’s current sugar substitute products
Mannitol: It belongs to sugar alcohol substitutes and is naturally present in plants such as algae, olives, and mushrooms. Industrially, it is commonly produced by hydrogenation and reduction of fructose or glucose. Mannitol is not mainly a sugar substitute; rather, it is more of a pharmaceutical raw material. It is not purely a food item but has additional functions.
Allulose: It is a rare sugar naturally found in figs and raisins. It has a structure similar to glucose, but is hardly metabolized or absorbed in the body, thus having extremely low calories.
Both chemical and biological methods can be used to produce mannitol and arabinose. However, the chemical method may not be pure. The chemical method was once used because of its low cost. For new types of sweeteners, the market acceptance is not high, there are few producers, and consumers are more concerned about functions and potential risks. They also have a bias against non-natural sugars.
1.Cost-Sensitivity and Substrate Optimization
We gained insights into the cost variability based on substrate ratios and sourcing, especially regarding glycerol, which is more expensive and regionally priced. This highlights the importance of economic modeling and strain optimization in our design process to reduce production costs.
2.Market Landscape and Differentiation
Despite the rising demand for erythritol, the market is currently experiencing overcapacity, meaning simply producing erythritol is not a competitive advantage. To stand out, our project must focus on functional differentiation, purity, and natural labeling, possibly through novel combinations or downstream processing innovations.
3.Positioning Strategy and Consumer Psychology
Insights into consumer preference for ‘natural’ products, despite limited understanding of what this entails, will inform our science communication and branding strategy. We’ll need to frame our biosynthetic product as both safe and naturally derived, leveraging public education and transparency to build trust.
Interviewee Profile
Ph.D., Institute of Plant Physiology and Ecology, Chinese Academy of Sciences, currently active in synthetic biology and DNA technology research.
Focus of the Interview
To gain expert insights into current industry trends regarding sugar substitutes in the food, personal care, and health supplement sectors, and to evaluate the market positioning and potential of our erythritol-based product.
Figure 10 interview with Ms. Cui Binhui
For sugar substitutes to enter the Chinese market, they must first be approved as a new food raw material by the National Health Commission (NHC), followed by obtaining production licenses from the Market Supervision Bureau. Import/export permissions from Customs may also be required. The regulatory path of sugar substitues falls under the “Three New Foods” framework—covering new food additives, new raw materials, and new food-related products and sugar substitues may belong to the new raw materials category. Notably, if a sugar substitute is already recognized as safe abroad (e.g., Allulose in the U.S.), the domestic approval process can be accelerated. Additionally, if only the production method changes, companies can fast-track approval by proving the final product remains equivalent (e.g., our project: erythritol via new synthesis routes).
The market success of Chi Forest beverages illustrates strong consumer acceptance of erythritol-based products in China, validating the commercial potential of our project. Additionally, the precedent set by Shandong Sanyuan Biotechnology highlights how alternative synthesis methods like ours can gain fast-track regulatory approval if equivalency is proven, offering both a viable business model and a feasible approval pathway under China’s “Three New Foods” framework.Therefore, in the subsequent process of obtaining regulatory approval, we will prioritize proving equivalence.
In the course of conducting market surveys and expert interviews, we have focused on achieving three core goals: first, defining the direction based on public needs to ensure the product aligns with consumer scenarios; second, solving problems using expert opinions to avoid technical and compliance risks; third, planning the implementation with enterprise experience to balance technical feasibility and commercial value. Going forward, our team will continue to integrate feedback from multiple stakeholders, striving to develop the erythritol project into an innovative achievement that is "technically reliable, market-needed, and socially recognized," and provide a sustainable solution for the healthy sugar substitute sector. Meanwhile, we have also gained a clear understanding of the existing problems and background in the current market, and based on expert advice, we have identified specific considerations for bringing our product to the consumer market in the later stages.
