Nearly 60% of Americans are trying to cut down on sugar, according to a recent Reuters/Ipsos poll – more than those targeting lower calories, sodium, fats, carbohydrates or cholesterol. Just 39% of respondents said they did not intend to reduce their sugar intake, so it’s a natural move for heavy sugar users like ice cream makers to look at other options. A Mintel’s 2017 report on things to come in the industry listed the top trend to be backlash against sugar, so it’s an issue that consumers are already starting to think about.