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Non Alcoholic Beverages - Strategy CongressBarcelona, 2017, Feb 15th – 16th

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Understanding why sweetenersplay an important role in modernlife

Determining how consumers perceive additives such as sweeteners

The safety concept of modernapproved sweeteners

Determining what consumersreally think about additives intheir beverages

Unsubstantiated safety claims -reasons to react

Sweeteners role in modern life

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Reality

Western life styleincreases the riskof regularly over-consumption ofenergy


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Consequences

In Germany approx. 50%of adults are over-weight, 25% are obese.

Approx. 15% of childrenare overweight, 6 % areobese


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Solution?

There is no goldenbullet-but many toolsthat sum up to ahelpful strategy


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Drastic changes in eating habits are very often only short term

Small changes are more likely to be integrated long term into life

Small change – effective result

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4 cups a day 1 spoon of sugar

1 spoon sugar = 5 g/cup 4 cups a day = 20 g sugar/d365 days = 7.300 g/a

7.300 g/a * 4 kcal/g = 29.200 kcal/a

29.200 kcal = 4,1 kg body fat

Small change – effective result

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1 can a day 30 g sugar

1 can soft drink = 30 g/can1 can a day = 30g sugar/d365 days = 10.950 g/a

10.950 g/a * 4 kcal/g = 43.800 kcal/a

43.800 kcal = 6,2 kg body fat

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Sugar free products offer calorie intake management without drastic changes. They are

part of the solution of modern life-style problems!


EU Safety Concept

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New approvals will only be granted if following conditions are fulfilled:

The substance was checked for its safety / harmlessness The new substance is technologically necessary The application of the new substance does not create consumer

deception The substance is compliant to the detailed and binding EU purity

criteria (231/2012/EU)

EU Safety Concept from molecule ideas to approved products

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Defined process for testing a new substance to get an EU approval

Regulation 1331/2008 and 234/2011 requests data about

Chronic toxicity/ carcinogenicity

Toxicokinetics Gentoxicity Subchronic toxicity

Reproductive/ developmentaltoxicity

Data Flood from Chronic Toxicity 2 years feeding = 60 years of human life

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High concentration 50/50 rats m/fMedium 50/50 rats m/fLow 50/50 rats m/fControl 50/50 rats m/fTotal of 400 rats

All weekly tests, and end of life tests, biochemical, physical and visual remarks generate

a Total of 157200 results / data

EU Safety Concept

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Product approvals are granted on evidence, based on a complete set of required data

Generated by standardized routine investigation Checked by highly experienced experts on behalf of authorities Approvals are subject to routine rechecks

An established ADI reflects the state of the art knowledge about the safety of a substance!

Consumers Thoughts

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Consumers widely agree (> 50%, according to surveys) that animal well being is important to them.

The share of consumers that pay a premium price for food produced from well treated animals is very small.

In Germany according to surveys 10% of consumers are vegetarian.

The national food consumption study, done under controlled scientific conditions reveals only 2% is the correct value.

Food Ingredients 2013

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• Nationally representative sample of adults

– Age 16+

• 1036 respondents

– 24% had children under 18

• Computer-aided telephone interviews

• Conducted 12-14 July

• Fieldwork and data processing by Populus

Research Ltd

What ingredients are good for you?

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Are there any bad for you?

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What ingredients are you trying to consume less of or avoid?

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What ingredients are you trying to get your children to eat less of?

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"Sweeteners" were

mentioned by 3

individuals,

cf. 5% in 2008

Soft Drinks 2013

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• Nationally representative sample of adults

– Age 16+

• 1032 respondents

– 28% had children under 18

– 70% purchased or consumed soft drinks

at least once a week

• Computer-aided telephone interviews

• Conducted 26-28 July

• Fieldwork and data processing by Populus

Research Ltd

When you see a new soft drink, what do you look for on the pack?

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When you see a new soft drink for your children, what do you look for?

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Base: Buy/consume soft drinks at

least once a week, with children

Preferred sweeteners in regular drinks

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Multiple choice

Base: Buy/consume soft drinks

at least once a week

Consumers thoughts

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This behavior does usually not influence the purchase decision.

When asked, consumers give answers which keep them out of conflicts.

Trust in a brand, price and taste are more important.

Unsubstantiated claims

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Ingredient bashing? Shit storm?

Clean labeling?All Natural?

Is this the problem solving answer?

Reformulation as reaction on public pressure?

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Perceived as safe

Positive reactions Negative reactions

The product was not safe before

The consumer feels badly about the past usage

The consumer loosestrust

Consumer communication helps

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Communication about

• The product is safe• All ingredients are

carefully selected to produce the best product for consumers

• Regular exchange of knowledge with authorities and external institutions (long- term) is practiced

Non Alcoholic Beverages - Strategy Congress Barcelona, 2017, Feb 15th – 16th

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Is there anything a company can do wrong with sugar free beverages?

Yes - not having them in the portfolio

Together, We will make a Happier,Healthier and Sweeter life!

Non Alcoholic Beverages - Strategy Congress Barcelona, 2017, Feb 15th – 16th

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