HOW SHIFTING ATTITUDES TOWARD FOOD INGREDIENTS DRIVE CONSUMER BEHAVIOR.

ARE YOU MARKETING TO BUZZ OR BEHAVIOR?

NEW SEGMENTATION RESEARCH FROM MINTEL CONSULTING AND NIELSEN SHOWS CONSUMERS CONTINUE TO SAY ONE THING AND DO ANOTHER WHEN IT COMES TO SWEETENERS.

THE SWEETENER360 SEPARATESTRUTH FROM BUZZ.

CONSUMERS SHARED THEIR CANDID THOUGHTS ON SWEETENERS. WE’LL TELL YOU WHAT THEY HAD TO SAY – ALONG WITH INSIGHTS INTO WHAT THEY REALLY DO.

15,000

BUT FIRST, LET’S TAKE A LOOK ATTHE NEGATIVE EFFECTS OF BUZZ,THE REASON WE CONDUCTED THISRESEARCH IN THE FIRST PLACE.

BUZZ CREATES A VICIOUS CIRCLE.

Consumer news often ignores scientific findings in order to drive readership, creating false controversy at the expense of telling consumers the full story.

All this misinformation may motivate consumers to say they avoid specific food ingredients, even if their receipts tell a different story.

Consumer news often ignores scientific findings in order to drive readership, creating false controversy at the expense of telling consumers the full story.

THE SWEETENER360 SEPARATES THE TRUTH FROM THE BUZZ. LET’S UNPACK THE FINDINGS.

FIRST, WE’LL MEET THE SIX DISTINCT CONSUMER SEGMENTS IDENTIFIED BY THE ORIGINAL SWEETENER360.

YES, THERE IS A BUZZ, BUT …

WALTERNO HEALTH WORRIES

TERESAMAKING ENDS

MEET

SANDRABUSY LIFE: TASTE

OVER HEALTH

JOAN DIABETICS & DIETERS

JULIAHEALTHY BALANCE

SEEKERS

STACEY ALL NATURAL

18%US HH

13%US HH

16%US HH

15%US HH

17%US HH

9%US HH

WHAT DID WE LEARN ABOUT THESE CONSUMERS?Although each segment has unique attitudes and values, their behaviors are surprisingly similar.

THE LATEST RESEARCH VALIDATESLAST YEAR’S KEY FINDINGS.

• Consumers say they avoid specific ingredients but purchase behavior shows they don’t.

• Consumers are influenced more by taste and price than better-for-you claims.

• Consumers read nutrition labels to avoid total sugars more than specific sweeteners.

RESEARCHERS TOOK A CLOSER LOOK AND DISCOVERED EVEN MORE THIS YEAR.Consumers continue to say one thing anddo another when it comes to sweeteners.

NEW FINDING #1:

25.4% IN 2014

21% IN 2014

MINDFULNESS DOESN’T MATTERConsumers have become more mindful of sweeteners and overall health, but their purchase behavior hasn’t changed.

Consumers concerned about total sugars:

Though concern about health and wellness is on the rise, even the most health-conscious consumers still buy nearly their fair share of products made with HFCS

NEW FINDING #2:MILLENNIALS AREN’T SO DIFFERENT46% of millennials say it’s worth the sacrifice to pay more for food and beverages with sweetener ingredients that are better for you. That’s more than any other generation. Regardless, millennials still buy their fair share of products sweetened with sugar and HFCS.

MILLENNIAL CONSUMERS:

MILLENNIALS’ SHARE OF SUGAR-SWEETENED PRODUCT SALES:

MILLENNIALS’ SHARE OF HFCS-SWEETENED PRODUCT SALES:

20% OF US POPULATION

21.2%22%

NEW FINDING #3:THE MEDIA’S EFFECT IS LIMITEDTraditional and social media impact the attitudes of health-conscious consumers, but not their behavior.

Who’s staying up to date?

Regardless of mediacoverage, these health-conscious consumers still buy nearly their fair share of products made with HFCS.

JOAN DIABETICS & DIETERS

JULIAHEALTHY BALANCE

SEEKERS

STACEY ALL NATURAL

84% 47% 41%

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