Published on February 4, 2014
Attitudes Behaviors Values
WE KNOW YOU ARE LISTENING TO YOUR CONSUMER BUT DO YOU KNOW THE WHOLE STORY?
The Sweetener360 brings together consumer attitudinal research, shopper data and video interviews to provide an in-depth look at how consumers feel about sweeteners, why they feel as they do and how that impacts their purchase decisions – and ultimately your market share and the bottom line.
GET A TASTE OF THE FACTS ...
SAY VS. DO CONSUMERS SAY THEY AVOID SPECIFIC INGREDIENTS BUT PURCHASE BEHAVIOR SHOWS THEY DON’T.
FACT: MORE THAN 50% OF CONSUMERS SAY THEY ARE ACTIVELY PURSUING A HEALTHY LIFESTYLE AND AVOID SUGARS, BUT THEY’RE STILL BUYING SWEETENED PRODUCTS AT THE SAME RATE AS OTHER SEGMENTS. Source: Mintel Consulting, 2013
TASTE VS. PRICE CONSUMERS ARE INFLUENCED MORE BY TASTE AND PRICE THAN BETTER-FOR-YOU CLAIMS.
FACT: THREE-FOURTHS OF CONSUMERS HAD THE FOLLOWING TOP MOTIVATORS FOR BUYING: GOOD TASTING, GOOD VALUE FOR THE PRICE, A PRICE I CAN AFFORD, SOMETHING I KNOW MY KIDS WILL LIKE. Good tasting Good value for the price A price I can afford Something I know my kids will like Source: Mintel Consulting, 2013 90% 82% 80% 79%
TOTAL VS. TYPE CONSUMERS READ NUTRITION LABELS TO AVOID TOTAL SUGARS MORE THAN SPECIFIC SWEETENERS.
FACT: 67% OF CONSUMERS AGREE THAT TO BE HEALTHY, MODERATION IS MORE IMPORTANT THAN SWEETENING INGREDIENTS. Source: Mintel Consulting, 2013
HOW DO WE KNOW?
TWO RENOWNED RESEARCH FIRMS 15 HIGH-VOLUME PRODUCT CATEGORIES REVIEWED BREAD CARBONATED BEVERAGES FLAVORED MILK YOGURT & YOGURT DRINKS SALAD DRESSING KETCHUP JAMS & JELLIES SPORTS DRINKS COOKIES/CAKES FLAVORED /PASTRIES STILL WATER SPAGHETTI SAUCE COLD CEREAL CEREAL BARS SNACK CRACKERS FRUIT DRINKS
WHAT WE FOUND ...
SIX DISTINCT SEGMENTS OF SWEETENER CONSUMER 9% US HH WALTER: NO WORRIES 18% US HH TERESA: MAKING ENDS MEET 13% US HH SANDRA: BUSY LIFE, TASTE OVER HEALTH 16% US HH JOAN: DIABETICS & DIETERS 15% US HH JULIA: HEALTHY BALANCE SEEKERS 17% US HH STACEY: ALL NATURAL
LET’S MEET THEM ... 9% US HH WALTER: NO HEALTH WORRIES Spend less than fair share on all food, making them less important. FOOD PREFERENCES Don’t care about sweetening ingredients; dine out most often DEMOGRAPHIC SKEW - Male-only HoH - No college - No kids - Least diverse - Lowest income 18% US HH TERESA: MAKING ENDS MEET Deal/price oriented – higher prices may lose them FOOD PREFERENCES Balancing saving money with healthy decisions DEMOGRAPHIC SKEW - Unemployed female - Head of household 13% US HH SANDRA: BUSY LIFE: TASTE OVER HEALTH Convenience and price are important – sweetener ingredients won’t be noticed. FOOD PREFERENCES Satisfy everyone in the family – taste driven DEMOGRAPHIC SKEW - Teens at home - Heartland
LET’S MEET THEM ... 16% US HH JOAN: DIABETICS & DIETERS Any zero-calorie ingredient will be appealing, especially if it tastes like sugar. FOOD PREFERENCES Diabetes/trying to lose weight by avoiding sugar DEMOGRAPHIC SKEW - Older - Hispanic 15% US HH 17% US HH JULIA: HEALTHY BALANCE SEEKERS Well informed. Want natural ingredients, including sweeteners. Will a natural sweetener be enough, or do all the ingredients need to be all natural to succeed? FOOD PREFERENCES Want to have good habits for children, even if they don’t do it themselves DEMOGRAPHIC SKEW - Young kids - Educated - High income - Young FHoH - Least Southern STACEY: ALL NATURAL Well informed. Want natural ingredients, including sweeteners. Will a natural sweetener be enough, or do all the ingredients need to be all natural to succeed? FOOD PREFERENCES Prefer all natural, sometimes trending toward the extreme DEMOGRAPHIC SKEW - Ethnically diverse - Largest HHs - High income - FHoH unemployed
WHAT THEY BUY 19% 16% 15% 15% 13% 12% 20% 18% 17% 15% 14% 13% 14% 13% 13% 12% 9% 20% 19% 19% 17% 12% 12% 11% 10% 13% 11% 7% All Grocery $54.8 B Sugar Formulated $9.7 B HFCS Formulated $7.1 B No/Low Sugar Formulated $4.3 B Other Walter (9% US HH) Teresa (18% US HH) Sandra (13% US HH) Joan (16% US HH) Julia (15% US HH) Stacey (17% US HH) Sales are nationally projected totals, based on Nielsen Homescan Panel projections from the purchases of 11,389 panelists during May 27, 2012 through May 25, 2013. EVERY SEGMENT BUYS PRODUCTS MADE WITH EVERY TYPE OF SWEETENER
WHY THEY BUY Walter (9% US HH) Teresa (18% US HH) Sandra (13% US HH) Joan (16% US HH) Julia (15% US HH) Stacey (17% US HH) “How important is each of the following when deciding what food or beverage products to buy for you or your household?” TASTE & PRICE ARE THE TOP MOTIVATORS FOR 5 OUT OF 6 SEGMENTS
WHAT THEY LOOK FOR ON LABELS Of the 75% of consumers that regularly or occasionally read nutrition labels, four times as many consumers are concerned about total sugars versus HFCS. SUGAR VS. HFCS Concerned with HFCS Concerned with total sugars Source: Mintel Consulting, 2013 4 TIMES AS MANY CONSUMERS ARE CONCERNED ABOUT TOTAL SUGARS VS. HFCS
SWEETENER360 KEY TAKEAWAYS: CONSUMERS BUY SWEETENED F&B PRODUCTS PROPORTIONATELY TO THEIR MAKEUP OF THE GENERAL POPULATION. • 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.
TALK TO EXPERTS, ASK QUESTIONS AND GET ANSWERS. • Get white papers and additional content at CornNaturally.com • Talk with your peers in our LinkedIn group • Sign up for a free customized presentation of the Sweetener360 tailored to your specific brands
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