1Program Studi Magister Profesional Teknologi Pangan, Sekolah Pascasarjana, Institut Pertanian Bogor 2Departemen Ilmu dan Teknologi Pangan, Fakultas Teknologi Pertanian, Institut Pertanian Bogor 

Limiting consumption of drinks containing high sugar can prevent diabetes especially type 2. Diabetes is one of non-communicable diseases that the number of sufferers is increasing every year. This opportunity is utilized by food industry to produce less sugar beverages. This study was aimed to analyze influence of demographic and respondent’s sugar consumption level on consumer’s perceptions, its influ- ence on purchasing decisions and to analyze less sugar beverage product market opportunities compared with similar beverages without that claim among consumers and next generation. A survey was conducted on 150 respondents living in Jabodetabek, 20-54 years old, not a diabetic, and reading the food labels. There were 77.3% of total respondents had correct perception of less sugar correlated with sex, education, respondent's reducing sugar consumption effort and purchasing decision. People who were trying to reduce sugar had 3 times more likely to have correct perception than people who did not. People had more correct perception of less sugar (according to regulation), they increasingly choce less sugar products. The result of this survey showed that encouraging children to consume less sugar drinks was more prioritized manner to limit children’s sugar level consumption rather than replaced with sweetener.