Are you marketing your food and beverage products based off of buzz or behavior? See what the new 2015 Sweetener360 reveals when it comes to consumers attitudes and purchase behaviors towards food and beverage ingredients. You can sign up here for a free presentation tailored to your specific brands: http://bit.ly/1QYfdJp.

1. HOW SHIFTINGATTITUDESTOWARD FOOD
INGREDIENTS DRIVE CONSUMER BEHAVIOR.
AREYOU MARKETING
TO BUZZ OR BEHAVIOR?

2. NEW SEGMENTATION RESEARCH FROM
MINTEL CONSULTING AND NIELSEN SHOWS
CONSUMERS CONTINUE TO SAY ONE THING AND
DO ANOTHER WHEN IT COMES TO SWEETENERS.

3. THE SWEETENER360 SEPARATES
TRUTH FROM BUZZ.
CONSUMERS SHARED THEIR CANDID THOUGHTS
ON SWEETENERS. WE’LL TELL YOU WHAT THEY
HAD TO SAY – ALONG WITH INSIGHTS INTO
WHAT THEY REALLY DO.
15,000

4. BUT FIRST,LET’STAKEA LOOKAT
THE NEGATIVE EFFECTS OF BUZZ,
THE REASONWE CONDUCTEDTHIS
RESEARCH INTHE FIRST PLACE.

5. BUZZ CREATES A VICIOUS CIRCLE.
Consumer news often
ignores scientific findings
in order to drive readership,
creating false controversy
at the expense of telling
consumers the full story.
All this misinformation
may motivate consumers
to say they avoid specific
food ingredients, even
if their receipts tell a
different story.
Consumer news often ignores
scientific findings in order to
drive readership, creating false
controversy at the expense of
telling consumers the full story.

6. THE SWEETENER360 SEPARATES
THE TRUTH FROM THE BUZZ.
LET’S UNPACK THE FINDINGS.

7. FIRST,WE’LL MEET THE SIX DISTINCT
CONSUMER SEGMENTS IDENTIFIED
BY THE ORIGINAL SWEETENER360.

8. YES,THERE IS A BUZZ, BUT …
WALTER
NO HEALTH
WORRIES
TERESA
MAKING ENDS
MEET
SANDRA
BUSY LIFE:TASTE
OVER HEALTH
JOAN
DIABETICS
& DIETERS
JULIA
HEALTHY BALANCE
SEEKERS
STACEY
ALL NATURAL
18%
US HH
13%
US HH
16%
US HH
15%
US HH
17%
US HH
9%
US HH

9. WHAT DID WE LEARN ABOUT
THESE CONSUMERS?
Although each segment has unique
attitudes and values, their behaviors
are surprisingly similar.

10. THE LATEST RESEARCH VALIDATES
LAST YEAR’S KEY FINDINGS.
• Consumers say they avoid specific ingredients but
purchase behavior shows they don’t.
• Consumers are influenced more by taste and price
than better-for-you claims.
• Consumers read nutrition labels to avoid total
sugars more than specific sweeteners.

11. RESEARCHERS TOOK A CLOSER
LOOK AND DISCOVERED EVEN
MORE THIS YEAR.
Consumers continue to say one thing and
do another when it comes to sweeteners.

12. NEW FINDING #1:
25.4% IN 2014
21% IN 2014
MINDFULNESS DOESN’T MATTER
Consumers have become more mindful of sweeteners and overall
health, but their purchase behavior hasn’t changed.
Consumers concerned about total sugars:
Though concern about health and wellness is on
the rise, even the most health-conscious consumers
still buy nearly their fair share of products made with HFCS

13. NEW FINDING #2:
MILLENNIALSAREN’T SO DIFFERENT
46% of millennials say it’s worth the sacrifice to pay more for food and beverages
with sweetener ingredients that are better for you.That’s more than any
other generation. Regardless, millennials still buy their fair share of products
sweetened with sugar and HFCS.
MILLENNIAL CONSUMERS:
MILLENNIALS’ SHARE OF SUGAR-SWEETENED PRODUCT SALES:
MILLENNIALS’ SHARE OF HFCS-SWEETENED PRODUCT SALES:
20% OF US
POPULATION
21.2%
22%

14. NEW FINDING #3:
THE MEDIA’S EFFECT IS LIMITED
Traditional and social media impact the attitudes of health-conscious consumers,
but not their behavior.
Who’s staying up to date?
Regardless of media
coverage, these
health-conscious
consumers still buy
nearly their fair
share of products
made with HFCS.
JOAN
DIABETICS
& DIETERS
JULIA
HEALTHY BALANCE
SEEKERS
STACEY
ALL NATURAL
84% 47% 41%

15. LET’S KEEP THE
CONVERSATION GOING.
TALKTO EXPERTS,ASK QUESTIONSAND GETANSWERS.
CLICK HERE TO CONNECT
WITH US ON LINKEDIN >