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Infographic: Shopping for Sweeteners in a Natural Era

21 Sep 2018 Amanda Chomicz
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in Retail, Food & Beverage

Shopping4Sweeteners_Infographic_V3

Consumers are increasingly choosing “better-for-you” products across nearly every supermarket aisle. 3 out 4 consumers review food ingredients, and the same number make a point of avoiding specific ingredients when shopping. Sweeteners, as a category, are problematic: sugar is under scrutiny for a myriad of reasons, but artificial sweeteners aren’t necessarily considered “better-for-you” either. Ultimately, consumers are aware that sugar isn’t great for them, but they do crave the taste and are always seeking natural sweeteners.

When shopping for sweeteners, here’s what goes down:

Our Relationship Status with Sugar: It's Complicated 

-46% want to reduce their consumption of sugar

-48% of consumers believe ideal daily sugar intake is 6 to 9 teaspoons, yet…the average American consumes 19.5 teaspoons every day

-68% of companies reported reducing sugar but only 7% of people believe their claims

What's Too Sweet?

-72% of consumers believe soda drinks have too much sugar

-65% of consumers believe cakes have too much sugar

-48% of consumers believe ideal daily sugar intake is 6 to 9 teaspoons, yet…the average American consumes 19.5 teaspoons every day

Taking Matters into their Own Hands 

-36% of consumers cook at home to avoid consuming too much sugar

-33% manage portion control to avoid consuming too much sugar 

-17% avoid sugar entirely 

Taste: It's a Personal Preference  

-55% of consumers want reduced sugar products to taste the same

-27% of consumers want products to taste less sweet

Honey is the Sweet Spot

At the end of the day, consumers prefer natural sweeteners over artificial ones: 64% of consumers prefer to sweeten with honey more than anything else. 

For more consumer trends and insights, contact Women's Marketing today.

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Retail Food & Beverage

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