There’s a lot of buzz surrounding sweeteners and soda, but does the buzz impact consumer behaviors? Discover the truth of consumer attitudes and purchase behavior toward sweeteners in carbonated soft drinks. Get your personalized presentation here: http://bit.ly/1QYfdJp.

1. SIMPLIFYING SWEETNESS
THE DIFFERENCE BETWEEN BUZZAND BEHAVIOR
AROUND CARBONATED SOFT DRINKS.

2. THERE’S A LOT OF BUZZ AROUND
SWEETENERS AND SODA ...

3. ANDTHE BUZZ
MAY DRIVE SOME
CONSUMERSTO
SAYTHEY’REAVOIDING
SPECIFIC SWEETENERS
This data is derived from the 2015 Sweetener360,a custom research study commissioned by
the Corn Refiners Association and completed in part by Nielsen and Mintel Consulting.
WHAT CONSUMERS SAY THEY AVOID
AIDED UNAIDED
WALTER
NO HEALTH WORRIES
Sugars 24.1% 6.2%
HFCS 9.6% 0.5%
AIDED UNAIDED
SANDRA
TASTE OVER HEALTH
Sugars 22.8% 5.7%
HFCS 14.3% 0.3%
AIDED UNAIDED
JOAN
DIABETICS & DIETERS
Sugars 74.2% 39.9%
HFCS 65.6% 3.5%
AIDED UNAIDED
TERESA
TOO MANY PRIORITIES
Sugars 54.7% 29.9%
HFCS 27.6% 2.4%
AIDED UNAIDED
STACEY
ALL NATURAL
Sugars 72.8% 43.4%
HFCS 77.8% 9.2%
AIDED UNAIDED
JULIA
HEALTHY BALANCE SEEKER
Sugars 47.2% 24.5%
HFCS 86.2% 17.3%

4. BUT DOESTHE
BUZZTRANSLATE
INTO BEHAVIOR?
LET’STAKEA LOOK ...

5. EACH CONSUMER SEGMENT ISA SIGNIFICANT BUYER OF
SODA FORMULATEDWITHALLTYPES OF SWEETENERS.
CARBONATED SOFT DRINK SALES BY SWEETENER TYPE
25%
20%
15%
10%
5%
0%
% of U.S. Spending
% of Carbonated Soft Drink
Category Sales
% of “HFCS” Carbonated
Soft Drink Sales
% of Carbonated Soft Drink
Sales
% of “Low-/No-Sugar”
Carbonated Soft Drink Sales WALTER TERESA SANDRA JOAN JULIA STACEY
16%
U.S. HH
13%
U.S. HH
9%
U.S. HH
18%
U.S. HH
19%
U.S. HH
15%
U.S. HH

6. CARBONATED SOFT DRINK SALES BY SWEETENER TYPE
25%
20%
15%
10%
5%
0%
15%
U.S. HH Stacey, the most health-conscious consumer segment, is more likely to buy soda
formulated with high fructose corn syrup (13%) than low-/no-calorie sweeteners.
WALTER TERESA SANDRA JOAN JULIA STACEY
16%
U.S. HH
13%
U.S. HH
9%
U.S. HH
18%
U.S. HH
19%
U.S. HH
15%
U.S. HH
% of U.S. Spending
% of Carbonated Soft Drink
Category Sales
% of “HFCS” Carbonated
Soft Drink Sales
% of Carbonated Soft Drink
Sales
% of “Low-/No-Sugar”
Carbonated Soft Drink Sales

7. CARBONATED SOFT DRINK SALES BY SWEETENER TYPE
25%
20%
15%
10%
5%
0%
13%
U.S. HH
9%
U.S. HH
Walter and Sandra are the two segments that buy more than their fair share of soda.
They also buy soda formulated with HFCS over any other sweetener.
WALTER TERESA SANDRA JOAN JULIA STACEY
16%
U.S. HH
13%
U.S. HH
9%
U.S. HH
18%
U.S. HH
19%
U.S. HH
15%
U.S. HH
% of U.S. Spending
% of Carbonated Soft Drink
Category Sales
% of “HFCS” Carbonated
Soft Drink Sales
% of Carbonated Soft Drink
Sales
% of “Low-/No-Sugar”
Carbonated Soft Drink Sales

8. CARBONATED SOFT DRINK SALES BY SWEETENER TYPE
25%
20%
15%
10%
5%
0%
Teresa (15%), Sandra (18%) and Julia (15%) buy the most HFCS-sweetened soda.19%
U.S. HH
16%
U.S. HH
13%
U.S. HH
WALTER TERESA SANDRA JOAN JULIA STACEY
16%
U.S. HH
13%
U.S. HH
9%
U.S. HH
18%
U.S. HH
19%
U.S. HH
15%
U.S. HH
% of U.S. Spending
% of Carbonated Soft Drink
Category Sales
% of “HFCS” Carbonated
Soft Drink Sales
% of Carbonated Soft Drink
Sales
% of “Low-/No-Sugar”
Carbonated Soft Drink Sales

9. CARBONATED SOFT DRINK SALES BY SWEETENER TYPE
25%
20%
15%
10%
5%
0%
Combined, Julia and Stacey buy more than a quarter (28%) of all HFCS-sweetened soda.
15%
U.S. HH
19%
U.S. HH
WALTER TERESA SANDRA JOAN JULIA STACEY
16%
U.S. HH
13%
U.S. HH
9%
U.S. HH
18%
U.S. HH
19%
U.S. HH
15%
U.S. HH
% of U.S. Spending
% of Carbonated Soft Drink
Category Sales
% of “HFCS” Carbonated
Soft Drink Sales
% of Carbonated Soft Drink
Sales
% of “Low-/No-Sugar”
Carbonated Soft Drink Sales

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