Customers prioritize sugar content material first then sweetener kind, says Cargill

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The corporate performed a client survey of 1,288 US customers and located the highest claims shoppers stated they had been “extraordinarily prone to examine” had been the diet info panel (62%), ingredient checklist (58%), complete sugar (58%), and quantity of added sugar (58%) outranking energy (55%), sweeteners used (52%), complete carbs (49%), and claims on bundle (45%).

Amongst ‘clear label seekers’ the outcomes had been extra pronounced, 82% prioritize the diet info label, adopted by the quantity of added sugar (78%), complete sugar (77%), after which sweetener kind used (73%).

When requested what would make a processed meals or beverage more healthy, shoppers had been most keyed on sugar discount, famous Carla Saunders, senior market supervisor for Cargill’s high-intensity sweeteners line.

“We requested shoppers what are the methods you’re attempting to handle your well being and wellness, and we’ve got discovered that sugar discount is the No. 1 method during which shoppers suppose that processed meals and drinks may very well be higher. It outranks consuming clear (fewer preservatives, pure, much less synthetic, natural, non-GMO, and so on.), eradicating negatives (much less salt, decreased fats and so on.), and including positives (more healthy components, fortification, and so on.),”​ she stated.

“To me, that can be a huge ‘aha’ second.”

Naturally-sweetened, no added sugar, zero sugar?

the most well-liked product terminology to convey sugar discount to shoppers, sure claims carried extra weight than others when it got here to buy intent.

‘Naturally sweetened’ ranked as the highest most well-liked on-pack declare with shoppers surveyed throughout all generations from Gen Z (62%) to child boomers (69%) saying that they might be extra prone to buy a product with that exact call-out. Buy intent for mentions of sweeteners on product packaging had been combined. ‘Made with a pure sweetener’ was most well-liked by 44% of Gen Z shoppers surveyed vs. 69% of Gen X shoppers and 56% of child boomers. 

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