On-Demand until September 17, 2026
Duration: 60 minutes
Abstract
As health and wellness remain top priorities for today’s consumers, the demand for reduced- and zero-sugar products continues to surge. This webinar takes a deep dive into the evolving landscape of sugar reduction—exploring what’s driving consumer preferences, the latest innovations in product development, and market insights shaping the future. Join us for expert-led presentations from Rosa Espinoza, Research Chef at CuliNEX, and John Crawford, Senior Vice President of Client Insights, Dairy at Circana, as they share data-driven trends and real-world strategies for success in this fast-growing category. Key Takeaways
- Examine the latest consumer research driving demand for reduced- and zero-sugar products
- Explore flavor trends and discover how to keep consumers engaged with reduced- or zero-sugar dairy products
- Take a closer look at emerging trends in sugar reduction—and how they’re transforming the dairy landscape
 John Crawford Vice President, Client Insights-Dairy Circana
John Crawford leads Circana’s relationships with its top dairy clients, including the key dairy industry associations. Crawford joined Circana in 2014 with an initial focus on protein moving over to dairy in 2016. A seasoned marketer with over 26 years of industry experience, Crawford’s career has included senior marketing leadership, innovation, new product development, market research, client service, and category management responsibilities.
Crawford is a recognized dairy industry thought leader who regularly contributes his insights to Circana webinars, podcasts, and blogs on dairy topics with an emphasis on driving industry growth and market strategies that meet evolving consumer needs. A frequently quoted expert on dairy trends, Crawford’s perspectives have also been published in bylined articles for industry publications such as Today’s Grocer and Dairy Business.  Rosa Espinoza Research Chef 1 culiNEX With over 20 years of experience in the Restaurant and Hospitality Industry, Rosa is a passionate Research Chef known for blending deep culinary roots with a bold, forward-thinking approach to innovation. Beginning her career in fast-paced kitchens, they developed a strong foundation in technique, leadership, and operations before transitioning into the world of Research and Product Development.
Today, Rosa creates elevated food experiences that bridge tradition and innovation. Her work is driven by a love for global flavors, modern techniques, and the storytelling power of food. At the heart of her philosophy is the belief that food connects us—to culture, to community, and to one another.
Whether developing new products, collaborating with cross-functional teams, or mentoring emerging talent Rosa brings authenticity, creativity, and purpose to every project. She believes the most impactful culinary ideas honor heritage while embracing what’s next.
Outside of the kitchen, Rosa remains engaged in the broader food world—constantly learning, sharing, and contributing. Her work reflects a deep respect for the craft, along with an infectious energy and curiosity for what lies ahead in the ever-evolving culinary landscape.
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