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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