Consumer preferences in food and beverage are constantly shifting as more options become available, and preferences for sweeteners are no exception. But these preferences can create challenges for food and beverage manufacturers that use sweeteners in their products, as they often seem to be pointing in contradictory directions. With consumers wanting both clean label and taste, manufacturers shouldn’t always use a low-calorie artificial sweetener to replace sugar. But what seems like a challenge can actually be an opportunity for experimentation and creativity, especially as natural alternatives become more available and affordable.