Sugar & Sweeteners the Consumer & Industrys Response

download Sugar & Sweeteners the Consumer & Industrys Response

of 13

  • date post

    01-Jun-2018
  • Category

    Documents

  • view

    217
  • download

    0

Embed Size (px)

Transcript of Sugar & Sweeteners the Consumer & Industrys Response

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    1/29

    © 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

    Sugar and sweeteners: the

    consumer and industry’s response  FDIN May 2014

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    2/29

    mintel.com 2

    Everyday at Mintel… 

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    3/29

    mintel.com 3

    Today’s presentation 

    What do consumers think about sugar and sweeteners?

    What are the latest trends in sugar reduction?

    How are products formulated and positioned, andwhat’s working?

    Sugar & sweetener

    s

    Sugar reduction

    Winners,

    losers, theopportunit y

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    4/29

    mintel.com 4

    UK consumers, types of products considered to be healthy, Sep 2013

    Roughly 40% of consumers say low/no sugar is healthy, higher than the response for low calorie or generic “light/diet” labelling 

    Consumers recognise low sugar and sugar-free as a healthy option… 

    Source: GMI/Mintel

    Base: 2,000 internet users aged 16+

    15

    17

    19

    21

    26

    28

    35

    41

    42 45

    0 5 10 15 20 25 30 35 40 45 50

    Low in carbohydrates

    Organic

    Labelled 'natural' Labelled 'light' or 'diet'

    Unprocessed

    High fibre

    Low calorie

    Low sugar/sugar-free

    Low fat/fat-free Part of my five-a-day

    %

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    5/29

    mintel.com 5

    Low sugar, sugar-free, considered to be healthy, Sep 2013

    Women and consumers aged 45+ are far more likely to see low sugar and sugar-free as a healthy option

    …Especially women and older consumers 

    Source: GMI/Mintel

    Base: 2,000 internet users aged 16+

    41

    34

    48

    37 34

    36

    43

    50 52

    0

    10

    20

    30

    40

    50

    60

    All Male Female 16-24 25-34 35-44 45-54 55-64 65+

    %

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    6/29

    mintel.com 6

    UK consumer, attitudes towards diet foods, Sep 2013

    Nearly 60% of consumers say they are wary of ingredients including sweeteners used in diet foods; half would like to see more natural

    sweeteners

    Consumers are sceptical of sweeteners… 

    Source: GMI/Mintel

    Base: 2,000 internet users aged 16+

    50

    58

    36

    31

    14

    11

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    I'd like to see more products using natural

    sweeteners to replace sugar

    I'm wary of the ingredients/sweeteners in

    diet food products

    Any agree Neither agree nor disagree Any disagree

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    7/29

    mintel.com 7

    UK consumers, actions taken to manage weight, Sep 2013

    After exercise, cutting back on fatty and sugary foods/drinks are the 2nd and 3rd most important actions taken to manage weight

    Consumers cite sugar reduction as key weight management strategy

    Source: GMI/Mintel

    Base: 1,394 internet users aged 16+ who have tried to lose weight/maintain a healthy weight in the last 12 months

    15

    18

    25 28

    30

    41

    48

    48

    49

    60

    0 10 20 30 40 50 60 70

    Skip meals

    Eat more high protein food

    Eat more low sugar/fat/cal products Cut back on carbohydrates

    Cut back on alcohol

    Cut back on desserts

    Eat smaller portions

    Cut back on sugary foods/drinks

    Cut back on fatty foods

    Exercise more

    %

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    8/29

    mintel.com 8

    UK new product introductions with low/no sugar claim, as % total introductions

    The percentage of new products labelled sugar-free or low sugar has declined over time in key categories

    Where do we see sugar-free and reduced sugar products?

    Source: Mintel GNPD

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    Soft Drinks Snack Bars/

    Fruit Snacks

    Candy & Gum Breakfast

    Cereals

    Yogurt & Flav

    Milk

    Apr09-Mar10

    Apr10-Mar11

    Apri11-Mar12

    Apr12-Mar13 Apr13-Mar14

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    9/29

    mintel.com 9

    • Stevia has made its mark in 2012-

    13… 

    • 41% of UK consumers said they were interested in buying low calorie CSDs made with natural sweeteners e.g. stevia

    But acesulfame-k and sucralose lead and both have shown growth in use over time

    • Use of aspartame,

    What’s sweetening sugar-free and low sugar soft drinks?

    Source: Mintel GNPD

    Use of sweeteners in new soft drinks, as % total

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    Apr11-Mar12

    Apr12-Mar13

    Apr13-Mar14

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    10/29

    mintel.com 10

    UK retail value growth 2010-12

    In the US market diet / low cal CSDs take 34% share and are forecast to grow by 2-3% per year over the next few years, following a period

    of decline

    Diet carbonated soft drinks are strong… 

    After price and brand,low calorie content is the third most important factor influencing choice

    of CSD (31% of respondents)

    Source: Mintel

    18%

    4%

    0%

    2%

    4%

    6%

    8%

    10%

    12%

    14%

    16%

    18%

    20%

    Diet / low calorie CSDs Regular CSDs

    Diet / low calorie

    CSDs now accountfor 45% of the market by value

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    11/29

    mintel.com 11

    UK retail value growth 2010-12

    Juice drinks as a whole have benefited from a good value image and active NPD, but low sugar variants have failed to capitalise on the

    opportunity

    …While low sugar juice drinks have struggled lately 

    32% of consumers limit their

    consumption of juice drinks due to the

    high sugar content

    Source: Mintel

    Low sugar juice drinks account for

     just 16% of the segment by value, down from 20% in

    2010

    -21%

    6%

    -25%

    -20%

    -15%

    -10%

    -5%

    0%

    5%

    10%

    Low sugar Standard

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    12/29

    mintel.com 12

    47%

    Key factors influencing purchase of juice and juice drinks

    High fruit content is the key factor, after flavour and price/promotion are eliminated

    39% Of consumers say “Counts towards the recommended ‘5-a-day’ of fruit/vegetables”  

    29% Low sugar content is at best a 3rd factor

    Source: GMI/Mintel

    Base: 1,292 internet users aged 16+ who have bought fruit juice in the last three months

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    13/29

    mintel.com 13

    Tropicana Trop50 Del Monte

    Naturally Light

    Trop50 remains the big story in sugar

    reduction (and stevia), with £15m

    in retail sales in2013.

    Both are sweetened with stevia.

    50% less sugar and calories (3.9g-4.4g sugars per 100ml, according to

    variant)

    50% less sugar, 50 calories per glass (4.5g

    sugars per 100ml)

    Low sugar juice drinks – winners and losers

    Source: Mintel GNPD

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    14/29

    mintel.com 14

    Coca-Cola Sprite with stevia, 30% less sugar

    Vimto Panda Still Juice Drinks, “no added sugar, no

    aspartame” 

    Innocent Fruity Water for Kids, 50% pure fruit juice,

    50% spring water

    Brands reformulate and launch new products, with diverse messages around sugar (or lack of…) 

    Diverse messages for low sugar positioning

    Source: Mintel GNPD

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    15/29

    mintel.com 15

    44%

    Key factors influencing purchase of kid’s snacks 

    Of consumers look for products that deliver one of five-a-day

    34% Of consumers cite low sugar/salt as a key factor

    32% Of consumers look for “natural” attributes 

    Source: GMI/Mintel

    Base: 937 internet users aged 23+ who have bought snacks for their child (aged 7-15)

  • 8/9/2019 Sugar & Sweeteners the Consumer & Industrys Response -

    16/29

    mintel.com 16

    Stream Foods’ Fruit Bowl Sea Fruit

    Shapes

    Both products are labelled free from

    artificial ingredients,

     “1 of you