Consumer Behaviour - Sugar Free Sweeteners Report

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Transcript of Consumer Behaviour - Sugar Free Sweeteners Report

ACKNOWLEDGEMENTSWe are immensely grateful to a number of people for having made this project possible. Firstly, we would like to thank Mrs. Neelam Shetty, without whose constant guidance and support, this project would not have materialized. We would also like to thank the BMM Department of St. Xaviers College and Father Frazer Mascarenhas for giving us the space and opportunity to carry out detailed and comprehensive projects such as these. Finally, we would like to thank all the people who were a part of this survey and without whose co-operation and help this research would not have been successful.


CERTIFICATEThis is to certify that Ashwini Karhadkar - 25 Zeisha Khan 27 Angela Lowe 29 Madhura Padwal 37 Srishti Raut - 40

have undertaken research to study the behaviour of Consumers of Sugar-free Sweeteners under my guidance, to be submitted as part of Consumer Behaviour Studies for the third year of the BMM course, St. Xaviers College, Mumbai University. The research is a bonafide work by the students and the findings will be used for educative and research purposes only.

By Authority,

Neelam Shetty Lecturer, Consumer Behaviour




















INTRODUCTIONWith growing awareness of the link between diet and health and the increasing publicity being given to the problem of obesity, consumer concern over sugar levels in the diet is propelling a worldwide trend towards cutting down on sugar. The world is turning, instead, to artificial sweeteners and substitutes. The market for sugar substitutes is being fuelled globally by new-age beverages, dairy products, salad dressings and snack foods at one end and diabetic specific consumables at the other end.

India is the second largest producer of sugar and its largest consumer in the world much of it being used in sweetmeats. But increasingly, the massive consumption of sugar-based products is being associated not only with diabetes India has the dubious distinction of being called the diabetic capital of the world but also with obesity and heart diseases.

Marketers see Sugar substitutes as a window of opportunity. While the countrys sugar confectionery market is estimated to be on the higher side f a whopping 2,200 Crore, the size of the sugar substitute category, as per ORG retail audit, is merely half a percent of this close to 110 Crore, limited largely to urban centres. However, the annual growing rate of sugar substitutes or artificial sweeteners is about 15-20% and this is likely to pick pace by every passing year. The sugar-free sweetener sachets, once visible only at high-end restaurant tables, have now penetrated into drawing rooms and office tables.

Among the sugar substitute products currently scattered in India, Zydus Calidas umbrella brand Sugar Free owns 70% of the market share. Launched in 1988, Sugar Free was the first aspartame-based sugar substitute in the country. It was initially positioned for diabetic or overweight consumers. Today, however, such products are being used by fitness conscious consumers and have attained a distinctive position in the wellness and fitness space. The market is expected to witness an aggressive competition in the years to come.


Uses for artificial sweeteners Artificial sweeteners are attractive alternatives to sugar because they add virtually no calories to your diet. In addition, you need only a fraction compared with the amount of regular sugar you would normally use for sweetness. Artificial sweeteners are widely used in processed products, including tabletop sweeteners, baked goods, soft drinks, powdered drink mixes, candy, puddings, canned foods, jams and jellies, dairy products, and scores of other foods and beverages. Artificial sweeteners are also popular for home use. Some can even be used in baking or cooking. Certain recipes may need modification, though, because artificial sweeteners provide no bulk or volume, as does sugar.

Possible health benefits of artificial sweeteners

Weight control. One of the most appealing aspects of artificial sweeteners is that they are non-nutritive they have virtually no calories. Diabetes. Artificial sweeteners may be a good alternative to sugar if you have diabetes. Unlike sugar, artificial sweeteners generally don't raise blood sugar levels because they are not carbohydrates. Dental cavities. Unlike sugar, artificial sweeteners don't contribute to tooth decay.

Possible health concerns with artificial sweeteners Artificial sweeteners have been the subject of intense scrutiny for decades. Critics of artificial sweeteners say that they cause a variety of health problems, including cancer. But according to the National Cancer Institute and other health agencies, there's no sound scientific evidence that any of the artificial sweeteners approved for use in the United States cause cancer or other serious health problems. And numerous research studies confirm that artificial sweeteners are generally safe in limited quantities, even for pregnant women. Artificial sweeteners are regulated by the FDA as food additives. They must be reviewed and approved by the FDA before being made available for sale.


NEED FOR STUDYIn a country like India, where globalization has caused exposure to a variety of ads, products and thus a Westernized lifestyle, more and more people have become health conscious.

With a market for low calorie, sugar free and so-called diet food products growing at a rapid rate, we choose to analyze its consumers.

The market for artificial sweeteners is growing steadily over time as there is an increase in consumer base as more and more individuals are opting for a healthier lifestyle.

The market for artificial sweeteners has gotten more competitive with innumerable artificial sweetener manufacturers in the market trying to tap this market at its nascent stage and make their mark.


OBJECTIVESi. To analyse a nascent market of artificial sweeteners ii. iii. iv. v.To determine the reasons behind the consumption of artificial sweeteners by an individual. To determine the factors and motives that contribute towards the purchase and consumption of artificial sweeteners by an individual. To find out brand awareness and perceived quality of artificial sweeteners by an individual. To make an inference derived from the study of the artificial sweetener market.


OPERATIONAL DEFINITIONWhat are sugar sweeteners? Sugar substitutes are loosely considered any sweetener that you use instead of regular table sugar (sucrose). Artificial sweeteners are just one type of sugar substitute. Some sugar substitutes, such as aspartame, are promoted because they add virtually no calories to your diet. Newer sugar substitutes, including stevia and agave nectar, claim to be lower calorie, tastier and healthier options. Some manufacturers call their sweeteners "natural", even though they're processed or refined, as is the case with stevia preparations. And some artificial sweeteners are derived from naturally occurring substances Sucralose comes from sugar, for example. Sometimes sugar substitutes are categorized by whether or not they contain calories.

Artificial sweeteners Artificial sweeteners are synthetic sugar substitutes but may be derived from naturally occurring substances, including herbs or sugar itself. Artificial sweeteners are also known as intense sweeteners because they are many times sweeter than regular sugar.

Artificial sweeteners currently approved by the Food and Drug Administration (FDA) are:

Acesulfame potassium (Sunett, Sweet One) Aspartame (Equal, NutraSweet) Neotame Saccharin (SugarTwin, Sweet'N Low) Sucralose (Splenda)

FDA approval is being sought for other artificial sweeteners



People in the age group of 20 to 45 years




The universe for this survey consists of consumers of Artificial Sweeteners.


Probability method wherein an equal opportunity was given to all.

A Stratified Random Sampling Technique was employed wherein after making the groups mentioned above, people were chosen randomly for the survey wherein they were asked to fill in a questionnaire consisting of 21 questions. These questions were mostly close ended multiple choice questions:i. ii. Single response Multiple response



Name : ____________________________ yrs. Gender : male / female ________ kgs. Contact no. : __________________________ Household Income (per annum): a) 1 lakh or less b) 1-2 lakh c) 2-4 lakh d) 4-6 lakh e) Above 6 lakh

age : ________

weight :

(Please note : the above given information will be kept confidential and will be utilised for study purpose alone) (Artificial sweeteners refers to: sugar free , equal and other products which claim to be sugar free) (Tick on the answers which are most appropriate according to you)

Q.1) Do you use artificial sweeteners? (Artificial sweeteners refers to substitutes of sugar) a) Yes b) No If yes kindly mention which is your preferred brand of artificial sweeteners?10 | P a g e

Ans. _______________________

Q.2) In what form do you consume artificial sweeteners? a) Powdered b) Tablets c) Liquid d) In prepared food products/beverages Q.3) Since how long have you been consuming / purchasing artificial sweeteners? a) 1 month b) 4