China’s Sugar-Free Food Boom: Which Brands Consumers Recall and Trust Most

The sugar-free food market in China has evolved significantly, driven by heightened consumer awareness around health, diabetes prevention, and low-carb lifestyles. With urban wellness-conscious consumers fueling demand, especially among millennials and Gen Z, brands operating in this space are vying for recall and emotional connection. This analysis, based on a nationwide online survey of 1,200 respondents (aged 18–55, equally split across Tier 1, Tier 2, and Tier 3 cities), provides insights into brand recall performance, perception attributes, and personality fit of leading sugar-free food brands.

Brand Recall Metrics (Top Brands)

Respondents most frequently recalled BYHEALTH and Wholly Moly unaided, pointing to their strong presence in both online and offline wellness channels. Nestlé benefited heavily from aided prompts due to its wide SKU range and embedded brand trust.

Brand Perception Attributes (Scored out of 5) 

Wholly Moly scored high on innovation and packaging  appealing to younger, lifestyle-driven consumers. BYHEALTH was recognized for scientific credibility and accessibility. Nestlé continues to leverage legacy trust but lacks modern appeal compared to local wellness startups.

Emotional Connection (Rated on Likert 5-pt Scale)

“I feel this brand supports my healthy lifestyle”

Wholly Moly – 4.5

BYHEALTH – 4.3

“This brand understands my dietary needs”

BYHEALTH – 4.4

InnoFoods – 4.2

“This brand feels like it’s ‘for me’”

Wholly Moly – 4.6

Oatly –4.1

Millennial and Gen Z consumers demonstrated greater emotional affinity with newer brands like Wholly Moly, signaling a shift toward value-based brand loyalty and lifestyle alignment rather than price.

Perception vs Brand Positioning Gap Analysis 

The largest mismatch exists with Nestlé, which still positions itself as balanced and family-friendly, but consumers associate it less with "cutting-edge health." Newer domestic players like Wholly Moly are better aligned.

Brand Personality Mapping (Aaker’s Framework)

Wholly Moly leads in “excitement” and “sincerity,” while BYHEALTH maintains “competence” credibility   important for the function-led category. Nestlé lags on "excitement," indicating a need for rejuvenation.

Qualitative Insights – Consumer Perception Themes

In-depth interviews and focus groups conducted in Shanghai, Shenzhen, and Chengdu revealed significant emotional undercurrents in consumer narratives. The trend of sugar-free eating has transitioned from a niche market to a mainstream phenomenon, particularly among urban office workers and health-conscious mothers. Many respondents indicated that their journey into sugar-free foods began post-pandemic, motivated by concerns related to weight management, gut health, and family dietary needs.

The brand BYHEALTH was commonly described as "the brand my mom trusts," reflecting its established presence and scientific credentials. However, it was sometimes perceived as "clinical" or “not fun” by younger consumers. In contrast, Wholly Moly was frequently associated with terms like “fresh,” “natural,” and “Instagrammable,” linking it more to enjoyment and everyday indulgence rather than dieting.

One female respondent from Shanghai, aged 32, remarked that "Wholly Moly makes me feel like I can be healthy and still have fun with food." Conversely, male participants often valued BYHEALTH for its "functional credibility," particularly regarding its diabetic-friendly and keto-aligned offerings.

When discussing global brands such as Nestlé and InnoFoods, participants recognized their trustworthiness but felt "less emotionally connected" to them. Nestlé's lack of localization was noted, as its packaging and messaging failed to resonate with the younger Chinese demographic. Although InnoFoods appealed to a niche market in coastal cities, its limited visibility and availability hindered broader appeal.

Brand loyalty appeared to be driven more by shared values and lifestyle compatibility than by taste or price alone. Consumers consistently expressed a preference for brands that felt "like part of their healthy lifestyle journey" rather than merely as products.

In terms of design and brand voice, younger consumers favored minimalistic and transparent packaging that highlighted clean ingredients. Brands that effectively utilized social media platforms, particularly Xiaohongshu and Douyin, succeeded in establishing aspirational brand identities.

Overall, the qualitative findings indicate that emotional resonance and lifestyle relevance hold equal importance alongside health claims and pricing. Local brands that align with the ethos of Chinese urban wellness culture are successfully gaining both mindshare and market share.