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According to Mintel Research Consultancy, American consumers avoid added sugars more than any other ingredient; however, their focus is not on any one type of sweetener, but rather the amount of sweetener in a product. For the past several years, some food and beverage companies have been focusing on and changing the type of sweetener they use. But Nielsen sales data over the same period clearly shows that changing the type of sweetener had no significant positive effect on sales. For manufacturers to meet both the needs of their consumers and their business, smart nutritive sweetener decisions are essential. This deck outlines expert third-party research and highlights sweetener switching cases that demonstrate that consumers are more concerned about total added sugars than any one type of sweetener—helping food and beverage manufacturers make more informed decisions. Learn more: http://goo.gl/8JsFqz.
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THERE’S A NEW CONVERSATION ABOUT SWEETENERS.CHANGING CONSUMER PERCEPTIONS AND THEIR IMPACT ON CONSUMER PURCHASING DECISIONS.
CONSUMERS ARE TALKING ABOUT SWEETENERS IN A NEW WAY.
HAVE YOU HEARD?
IS THE MEDIA COLORING YOUR PERCEPTION OF CONSUMER ATTITUDES?
THE FACTS TELL A DIFFERENT STORY.
CNN: “FRUCTOSE CHANGES BRAIN TO CAUSE OVEREATING, SCIENTISTS SAY.”
60 MINUTES: “IS SUGAR TOXIC?”
LA TIMES: “SOUNDING THE ALARMS AGAINST SUGAR.”
WALL STREET JOURNAL: “SUGAR BAN STIRS UP NEW YORK.”
Q: HOW CAN WE CONTINUE TO CREATE FOOD AND BEVERAGE PRODUCTS THAT CONSUMERS WILL WANT TO BUY?
A: BY TAPPING IN TO CONSUMER ATTITUDES AND BEHAVIORS THROUGH THIRD-PARTY RESEARCH.
AND HERE’S WHAT WE FOUND …
IT’S THE DIFFERENCE BETWEEN WHAT PEOPLE SAY AND WHAT PEOPLE DO. AIDED VS. UNAIDED QUESTIONS
Mintel research methodology uses unaided questions, which represent
unprompted, top-of-mind opinions or statements.
Because they don’t suggest “correct” answers to respondents, unaided
questions are widely recognized as most effective in revealing the top-
of-mind concerns, true attitudes and likely behaviors of respondents.
GET A TASTE OF THE FACTS …LEARN MORE HERE
OF CONSUMERS AVOID HFCS SPECIFICALLY (UNAIDED)
OF CONSUMERS ARE CONCERNED ABOUT TOTAL SUGARS (AIDED)
79.7%
2.9%
CONSUMERS AND SWEETENERS: IT’S A NEW ATTITUDE
Source: Mintel Research Consultancy, October 2012
FACT:CONSUMERS AVOID ADDED SUGAR MORE THAN ANY OTHER INGREDIENT.Source: Mintel, October 2012
MINTEL: 7X AS MANY CONSUMERS AVOID ADDED SUGARS THAN HFCS
22%
21%
17%
13%
8%
5%
4%
3%
3%
3%
Not avoiding or purposefully consuming less
Sugar, added sugar
Fats/oils, hydrogenated fats
Salt/sodium
Soda/carbonated beverages
Carbohydrates/white foods
Fast food
High fructose corn syrup*
Processed/packaged foods
Red meat
Source: Mintel 2012; N = 2,400Q3. In the last six months, have there been any particular foods, beverages, or specific ingredients that you and your family are trying to consume less of or avoid? (multiple responses accepted)* “HFCS” includes HFCS and corn syrup
FACT: FEWER THAN 3% OF CONSUMERS AVOID HFCS IN 12 HIGH-VOLUME PRODUCT CATEGORIES.Source: Mintel, October 2012
Yogurt &
Yogurt D
rinks
Spaghetti Sauce
Salad D
ress
ings
Sports D
rinks
Jam
s & Je
llies
Flavore
d Milk
Cold C
ereal
Fruit
Juic
e
Cakes/Cookie
s/Past
ries
Ketchup
Carbonate
d Bevera
ges
Package Bre
ad
CATEGORICAL PROOF: HFCS IS NOT THE ISSUE
36%
60%
21%
43%
56% 54%
29%
45% 42%
52%
24%
35%
2.7% 2.2% 2.1% 2.0% 1.9% 1.9% 1.7% 1.5% 1.5% 1.3% 1.3% 0.7%
Category shoppers specifying HFCS as a concern when buying products
Category shoppers who consider sugar/sweeteners when buying productsQ11. You said that you consider sugar or other sweeteners when buying … Please
tell us why. (Open-ended response = “Avoid/dislike HFCS”)Source: Mintel 2012; N = 2,008
Source: The Nielsen Company, March 2013
FACT: PRODUCTS THAT SWITCH TO HFCS-FREE FORMULATIONS HAVE FLAT OR FALLING SALES.
HFCS-FREE? CONSUMERS AREN’T BUYING IT.
BEVERAGES BAKED GOODS PREPARED FOODS
SOFT DRINKS FRESH BREAD CANNED SOUP
READY TO DRINK TEAS ENGLISH MUFFINS CONDIMENTS
JUICE DRINKS BAGELS SYRUP
SPORTS DRINKS ROLLS GRANOLA
REFRIGERATED YOGURT DRINKS BUNS
SNACK CRACKERSSource: The Nielsen Company, September 2012
In a scan of 3,200 SKUs, covering 25 leading brands, products that switch to HFCS-free formulations have flat or falling sales.
SWEETENER STRATEGIES: WHAT’S WORKING, WHAT’S NOT AND WHY.
MIRACLE WHIP® and logo are registered trademarks of Kraft Foods, Inc. HEINZ® brands are registered trademarks of H.J. Heinz Co. HUNT’S® brands are registered trademarks of ConAgra Brands Inc. CAPRI SUN® and logo are registered trademarks of Rudolf Wild GmbH & Co. POWERADE® and logo are registered trademarks of The Coca-Cola Company.
BRAND APPROACH ACTION
MIRACLE WHIP REPLACED WITHOUT PROMOTION SWITCHED BACK TO HFCS
HEINZ HFCS-FREE LINE EXTENSION MAINTAINS HFCS-FREE LINE
HUNT’S REPLACED WITH PROMOTION SWITCHED BACK TO HFCS
CAPRI SUN LOWER-SUGARS LINE EXTENSION WITH HFCS DRAMATIC SALES GROWTH
POWERADE MAINTAINED HFCS FORMULATION SLIGHT GAIN IN MARKET SHARE OVER HFCS-FREE GATORADE
LEARN MORE ABOUT SWEETENER STRATEGIES
SO WHAT REALLY SPEAKS TO CONSUMER NEEDS?
TOTAL LOWER SUGARS.
KEY TAKEAWAY: THE WORD IS OUT.
IT’S NOT ABOUT WHICH TYPE OF SWEETENER – BUT HOW MUCH.
FOOD FOR THOUGHTKEY QUESTIONS FOR FOOD AND BEVERAGE MARKETERS:1. Are you incurring unnecessary costs to develop or promote HFCS-free
products that few of your consumers care about?
2. Instead, should you consider lowering added sugars overall in your products, in response to changing consumer needs?
3. What opportunities does this present for you to increase market share by responding to that change in consumer interests?
IS YOUR BRAND OR COMPETITOR NOTED HERE?
IF SO …
LET’S KEEP THE CONVERSATION GOING.TALK TO EXPERTS, ASK QUESTIONS AND GET ANSWERS.
• Get white papers and additional content at CornNaturally.com• Talk with your peers in our LinkedIn Showcase Page• Sign up for a free presentation tailored to fit your schedule and address your top concerns
• More consumer research from Mintel, covering 13 major product categories• Nielsen data tracking the sales of top brands that switched from HFCS and top brands that
switched back• Sweetener strategies from leading brands—what works, what doesn’t and why
WE’LL SHARE THE LATEST THIRD-PARTY RESEARCH ON CONSUMERS AND SWEETENERS, INCLUDING: