This document summarizes a congress on strategies for non-alcoholic beverages. It discusses the role of sweeteners in modern life and consumers' perceptions of additives. Surveys show many consumers in Germany are overweight and consumption of sugary drinks contributes significantly to weight gain. Small reductions in sugar intake through sugar-free alternatives can make a meaningful difference. The EU approval process for new ingredients requires extensive safety testing. While consumers say animal welfare is important, few are willing to pay more for products from well-treated animals. Brand trust and taste are more important factors in purchase decisions than ingredient lists. Communication about safety and quality is important to maintain consumer trust in products.

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2. Non Alcoholic Beverages - Strategy Congress
Barcelona, 2017, Feb 15th – 16th
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Understanding why sweeteners
play an important role in modern
life
Determining how consumers perceive
additives such as sweeteners
The safety concept of modern
approved sweeteners
Determining what consumers
really think about additives in
their beverages
Unsubstantiated safety claims -
reasons to react

3. Sweeteners role in modern life
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Reality
Western life style
increases the risk
of regularly over-
consumption of
energy

4. Sweeteners role in modern life
4
Consequences
In Germany approx. 50%
of adults are over-
weight, 25% are obese.
Approx. 15% of children
are overweight, 6 % are
obese

5. Sweeteners role in modern life
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Solution?
There is no golden
bullet-
but many tools
that sum up to a
helpful strategy

6. Sweeteners role in modern life
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Drastic changes in eating habits are very often only short term
Small changes are more likely to be integrated long term into life

7. Small change – effective result
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4 cups a day
1 spoon of sugar
1 spoon sugar = 5 g/cup
4 cups a day = 20 g sugar/d
365 days = 7.300 g/a
7.300 g/a * 4 kcal/g = 29.200 kcal/a
29.200 kcal = 4,1 kg body fat

8. Small change – effective result
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1 can a day
30 g sugar
1 can soft drink = 30 g/can
1 can a day = 30g sugar/d
365 days = 10.950 g/a
10.950 g/a * 4 kcal/g = 43.800 kcal/a
43.800 kcal = 6,2 kg body fat

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Sugar free products offer calorie intake
management without drastic changes. They are
part of the solution of modern life-style problems!
Sweeteners role in modern life

10. EU Safety Concept
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New approvals will only be granted if following conditions are fulfilled:
 The substance was checked for its safety / harmlessness
 The new substance is technologically necessary
 The application of the new substance does not create consumer
deception
 The substance is compliant to the detailed and binding EU purity
criteria (231/2012/EU)

11. EU Safety Concept
from molecule ideas to approved products
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Defined process for testing a new substance to get an EU approval
Regulation 1331/2008 and 234/2011 requests data about
Chronic toxicity/ carcinogenicity
Toxicokinetics Gentoxicity Subchronic toxicity
Reproductive/ developmental
toxicity

12. Data Flood from Chronic Toxicity
2 years feeding = 60 years of human life
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High concentration 50/50 rats m/f
Medium 50/50 rats m/f
Low 50/50 rats m/f
Control 50/50 rats m/f
Total of 400 rats
All weekly tests, and end of life tests,
biochemical, physical and visual remarks
generate
a Total of 157200 results / data

13. EU Safety Concept
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Product approvals are granted on evidence, based on a complete set of
required data
 Generated by standardized routine investigation
 Checked by highly experienced experts on behalf of authorities
 Approvals are subject to routine rechecks
An established ADI reflects the state of the art knowledge about
the safety of a substance!

14. Consumers Thoughts
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Consumers widely agree (> 50%, according to surveys) that animal
well being is important to them.
The share of consumers that pay a premium price for food
produced from well treated animals is very small.
In Germany according to surveys 10% of consumers are vegetarian.
The national food consumption study, done under controlled
scientific conditions reveals only 2% is the correct value.

15. Food Ingredients 2013
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• Nationally representative sample of adults
– Age 16+
• 1036 respondents
– 24% had children under 18
• Computer-aided telephone interviews
• Conducted 12-14 July
• Fieldwork and data processing by Populus
Research Ltd

16. What ingredients are good for you?
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17. Are there any bad for you?
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18. What ingredients are you trying to
consume less of or avoid?
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19. What ingredients are you trying to
get your children to eat less of?
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"Sweeteners" were
mentioned by 3
individuals,
cf. 5% in 2008

20. Soft Drinks 2013
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• Nationally representative sample of adults
– Age 16+
• 1032 respondents
– 28% had children under 18
– 70% purchased or consumed soft drinks
at least once a week
• Computer-aided telephone interviews
• Conducted 26-28 July
• Fieldwork and data processing by Populus
Research Ltd

21. When you see a new soft drink,
what do you look for on the pack?
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22. When you see a new soft drink for
your children, what do you look for?
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Base: Buy/consume soft drinks at
least once a week, with children

23. Preferred sweeteners in regular
drinks
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Multiple choice
Base: Buy/consume soft drinks
at least once a week

24. Consumers thoughts
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This behavior does usually not influence
the purchase decision.
When asked, consumers give answers
which keep them out of conflicts.
Trust in a brand, price and taste are more
important.

25. Unsubstantiated claims
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Ingredient bashing?
Shit storm?
Clean labeling?
All Natural?
Is this the problem
solving answer?

26. Reformulation as reaction on
public pressure?
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Perceived as safe
Positive reactions Negative reactions
The product was not
safe before
The consumer feels badly
about the past usage
The consumer looses
trust

27. Consumer communication helps
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Communication about
• The product is safe
• All ingredients are
carefully selected to
produce the best product
for consumers
• Regular exchange of
knowledge with
authorities and external
institutions (long- term) is
practiced

28. Non Alcoholic Beverages - Strategy
Congress Barcelona, 2017, Feb 15th – 16th
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Is there anything a company can do wrong with sugar
free beverages?
Yes - not having them in the portfolio

29. Together, We will make a Happier,
Healthier and Sweeter life!
Non Alcoholic Beverages - Strategy
Congress Barcelona, 2017, Feb 15th – 16th
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