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Consumer attitudes about sugar and sweetenersPresented byLynn DornblaserDirector, Innovation & InsightMintel Ltd.
Agenda
Consumer attitudes and preferences
What’s on the market that
delivers on those preferences
A few final thoughts
3
Context: “Health & Wellness” focuses on “wellness”
• Brands are shifting mission statements and changing marketing strategies to emphasize wellness.
• Among consumers, the wellness conversation surged in 2017, reaching 21.7 million online mentions, a 32% increase in mentions of wellness over the past 10 years.
• Brands will need to stand out in a sea of “wellness” branding and marketing.
Methodology: Universe Count references the total estimated impact of your query. This is done by analyzing source distribution for content over time, then referencing internally computed metrics for percent of volume scaled across those source types against the web at large, and finally scaling the query results accordingly.Note: the universe number is scaled across blogs, forums, twitter, etc with specific weights given to each source. For example, we know that we collect a random 10% of everything that happens on Twitter. Therefore, Social Universe is used to scale to a more accurate volume count across the entire channel.Base: 85 million mentions of wellnessSOURCE: INFEGY/MINTEL
UNIVERSE COUNT FOR MENTIONS OF “WELLNESS”, DECEMBER 2007-17
4
Wellness is a journey and brands should join the ride
• Very few adults are not focused on their health, a positive sign for the health and wellness market.
• Wellness is a journey for many adults, another sign of growth potential for the health and wellness market.
• Brands that help consumers manage their wellbeing over time by partnering with them for the long run are likely to resonate with adults who see the bigger picture of wellness.
Base: 2,000 internet users aged 18+Source: Lightspeed/Mintel
SELECT WELLBEING SELF-PERCEPTIONS, OCTOBER 2017
5
Living Intentions Activated Blueberry Blast Superfood
Cereal
Rebbl Turmeric Golden Milk Super Herb Powered
Coconut Milk Elixir
Aldi’s Elevation by Millville Peppermint Stick Wellness
Bar
“Supports the body’s overall
wellness”
“Supports digestive wellness”
Balanced nutrition from a value brand
“Wellness” increasingly appears in on-pack statements in US
6
The good and bad about eating healthy
Source: Mintel
33
48
55
77
81
Most healthy foods lack flavor
Eating healthy is too expensive
The fewer ingredients a food has,the healthier it is
I pay attention to the ingredients onfood labels
A home-cooked meal is healthierthan one from a restaurant
Consumer statements about eating healthy, US, % agree
7
“Healthy” today is about naturalness and “no bad stuff”
Source: Mintel
63 60
47 4640 39 36
2818
8 8 5 57 5 6 5 4 5 3 4 5
35
2415
53
What consumers identify as healthy and unhealthy food, US, % agree
Healthy food Unhealthy food
8
Square Organics Sea Salt Protein Popcorn
Contains twice the protein as plain old popcorn providing 10g.
Air popped, non-GMO, US-grown kernels with mixture of
spices, brown rice protein, and coconut oil known for its MCTs.
barkTHINS Dark Snacking Chocolate with Peanut and
Sea Salt
Thin slivers of snackable dark chocolate packed with amazingly simple and real ingredients. Uses
Fair Trade certified ingredients and is free from GMOs.
Popcorn with protein and MCTs Small indulgences
Therefore, accentuate the positive, eliminate the negative
9
12%
15%
28%
28%
28%
39%
39%
41%
45%
51%
67%
Gluten free
Plant-based
Non-GMO
Organic
Hormone free
Protein content
Low/no fat
Low/no salt
all natural
Low/no sugar
Fresh
Important factors when choosing healthy food and beverage, US
Sugar an important consideration when choosing healthy food
Source: Mintel
10
And tops the list for those trying to lose weight—more than fat
About half of consumers who are trying to lose weight say they look for low sugar or no added sugar claims on products, higher than any other claim, including fat.
Source: Mintel
53 4944 42 41 38
30
41 40
Important ingredient claims among consumers trying to lose weight, US
11 Source: Mintel
Low/no/reduced sugar claims grow in all regions
4 4 4
6
55
4 4
6
4
5
4
5
9
4
6
4
5
8
55 5 5
9
6
0
2
4
6
8
10
North America APAC Middle East andAfrica
Latin America Europe
% p
enet
ratio
n
Global: penetration of low/no/reduced sugar claims in food and drink product launches, by region, 2013 to 2017
20132014201520162017
12 Source: Mintel GNPD
Low/no/reduced sugar claim more prevalent than calories
4.39% 4.62%5.21%
5.51% 5.31%
6.83%
3.88% 3.92%3.41% 3.45%
2.92%3.44%
2013 2014 2015 2016 2017 2018
Claim incidence, low sugar and low calorie, North America, 2013-July 2018
Low/No/Reduced Sugar Low/No/Reduced Calorie
13
Oasis Zero Tropical FlavouredFruit Drink with No Added
Sugar, France
Nakd. Strawberries & Cream Fruit & Nut Nibbles, South
Africa
Nix and Kix Cucumber & Mint Lightly Sparkling Soft Drink
with a Little Cayenne, Germany
Sweetened with fruit juice
Dates and raisins provide sweetness
No added sugar, sweetness from fruit
juice
No added sugar claims: Sweetness delivered in many ways
14
Use of natural non-nutritive sweeteners has increased about 1% from 2013 to 2018, while use of artificial non-nutritive sweeteners has declined by almost 1.5%, indicating companies response to consumers’ desire for more “naturalness” in products.
Source: Mintel GNPD
Non-nutritive sweeteners flat, but growth in natural varieties
7.65%6.80% 6.97% 7.03%
6.20% 6.55%
4.46%3.74% 3.71% 3.63%
2.89% 3.07%
1.85% 1.80% 2.11% 2.20% 2.38% 2.61%
2013 2014 2015 2016 2017 2018
Sweetener incidence on North American food & drink introductions, 2013-July 2018, by type
Sweeteners (all) Artificial Non-nutritive Sweeteners Natural Non-nutritive Sweeteners
15 Source: Mintel
6.1%
6.6%
6.7%
7.3%
18.5%
20.0%
22.7%
24.1%
26.6%
28.5%
33.0%
64.4%
High fructose corn syrup
Aspartame
Saccharin
Sucralose
Monk fruit
White granulated sugar
Coconut sugar
Maple syrup
Agave
Stevia
Raw cane sugar
Honey
Sweeteners considered healthiest
Consumers consider natural sweeteners to be healthier
16
Bec Cola Organic Cola Flavoured Carbonated Drink
with Maple Syrup, France
Mondelez’s Royal AntiOxAntioxidant Strawberry
Flavoured Jelly with Stevia, Spain
Justine's Choc Chip FlavouredProtein Cookie, Spain
Maple syrup Stevia Maltitol
Various sweeteners appear across categories
17
30%33%
28%31%
34%
CSDs with "sugar"and honey assweeteners
CSDs with ONLYsugars and
carbohydratesweeteners
CSDs with ONLYnatural sweeteners
CSDs with ONLYartificial sweeteners
All CSDs
Purchase intent, CSDs of various types
The fast answer: It doesn’t have a big impact. A closer look at CSDs: Attributes that influence purchase are taste, value, brand. Health is secondary.
Source: Mintel Purchase Intelligence * Indicates statistical significance when compared ot the primary group
But how much does the sweetener influence purchase?
** *
18
Coca-Cola’s Fanta Orange Soda
Purchase intent: 58%
Source: Mintel Purchase Intelligence
PepsiCo’s Mountain Dew Soda
Purchase intent: 60%
DPSG’s Bai Bubbles Gimbi Pink Grapefruit Sparkling Antioxidant
InfusionPurchase intent: 46%
DPSG’s Canada Dry Diet Ginger Ale
Purchase intent: 50%
Sugar or honey:“Mexican” Fanta, made
with only sugar
Any type of carbohydrate sweetener:
HFCS as second ingredient
Natural sweeteners:Contains stevia and 1g
sugar from fruit juice
Artificial sweeteners: Aspartame and AceK,
plus natural flavors
A closer look at those CSDs with highest purchase intent
19
There is a disconnect between what you know and what consumers believe. You have a responsibility to teach them.
Consumer confusion
There’s room for products formulated with many types of sweetener ingredients. There should not be any “bad guys” here.
Choice for all
Health, naturalness, convenience and even price take a backseat to taste. Promote sugar’s contribution to DELICIOUSNESS.
Taste rules
A few final thoughts
mintel.com
© 2
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Min
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roup
Ltd
. All
Rig
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Res
erve
d. C
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Min
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THE WORLD’S LEADINGMARKET INTELLIGENCE AGENCYOur expert analysis of the highest quality data and market research will help you grow your business.
Lynn DornblaserDirector, Innovation & Insight312 450 [email protected]@LynnMintel
Thank you