Manufacturers are observing a decline in consumer emphasis on sweetener types, particularly 'no HFCS' claims, which constitute only 2.35% of new product introductions in the U.S. for 2013. Despite an initial rise, the growth of 'no HFCS' claims is slowing, and many manufacturers are shifting focus to consumer preferences for taste and price rather than specific ingredient claims. As per consumer data, 75% prioritize taste and price, underscoring the importance of understanding actual purchasing behaviors over claimed preferences.

1. MANUFACTURERS
ARE NOTICING
CONSUMER
INDIFFERENCE TO
SWEETENER TYPE.
In May 2014, Mintel conducted an analysis using data from the research agency’s Global New Products
Database (GNPD) to further understand the landscape of label claims on food and beverage product
introductions in 2013.
Mintel’s team hit the supermarket aisles to better understand new food and beverage product introductions in
the U.S. market, paying particular attention to these three areas:
Product introductions
with “No HFCS” claims
Product introductions
with other health-related
1 2 3
LET US BREAK IT DOWN.
claims
Product introductions
switching back to
formulations with high
fructose corn syrup
(HFCS)
What Mintel means when it says “product introduction”:
New product: A new range,
line or family of products.
New packaging: A new “look”
for a product based on a
visual inspection and when
terms like “new packaging”
or “new size” are written
on the packaging.
Relaunch: Just like it sounds.
New variety/range extension: An addition
to an existing range of products.
This is based on secondary information
(trade shows, company website, press releases
or press mentions).
OUT OF MORE THAN 20,000
PRODUCTS INTRODUCED IN 2013,
NO HFCS” CLAIMS ACCOUNT FOR
ONLY 2.35%.1
1.56% 2.09% 2.30% 2.35%
2010 2011 2012
For marketers making better-for-you claims, touting "No HFCS" is
not a priority. In fact "No HFCS" accounts for only 1% of product
introduction claims between 2002 and 2013.2
New formulation: A product using
terms such as “new formula,”
“even better” or “tastier” are
indicated on packaging.
CAFFEINE-FREE 1.09
HORMONE-FREE 1.17
LOW/NO/REDUCED LACTOSE 1.24
HIGH/ADDED FIBER 1.86
GMO-FREE 1.99
LOW/NO/REDUCED CARB 2.51
LOW/NO/REDUCED SODIUM 2.51
LOW/NO/REDUCED
WHOLE GRAIN 3.07
LOW/NO/REDUCED
CHOLESTEROL 3.55
VITAMIN/MINERAL
FORTIFIED 3.9
LOW/NO/REDUCED
CALORIE 4.46
LOW/NO/REDUCED
SUGAR 5.05
LOW/NO/REDUCED
TRANS FAT 5.91
The decrease in “No HFCS” claims is in line with recent data from Mintel and Nielsen, which
uncovered these three ndings:
“
GROWTH IN “NO HFCS” PRODUCT CLAIMS IS SLOWING.
PRODUCTS THAT HAD NEW FORMULATIONS SAW
THE BIGGEST DECREASE IN “NO HFCS” CLAIMS.
“NO HFCS” CLAIMS ARE NOT IMPORTANT.
MANUFACTURERS ARE FINALLY LISTENING TO CONSUMERS.
2012
2013
2013
New Formulation New Product New Variety/
Range Extension
Relaunch
8.14%
2.46% 2.37%
1.92% 1.87%
4.62%
3.46%
5.49%
2.35%
Even among companies that used
the claim the most in 2013, it was
on fewer than 5% of their products.
KOSHER 21.11
NO HFCS 1.06
ADDED CALCIUM 0.79
ALL-NATURAL 11.85
HIGH PROTEIN 1.2
NO ADDITIVES/
PRESERVATIVES 11.02
LOW/NO/REDUCED FAT 8.16
ORGANIC 8.05
50%
ALLERGEN 7.26
GLUTEN-FREE 6.38
67% 75%
Say vs. Do Total vs. Type Taste Price
50% of consumers say they avoid
specic sweeteners, but purchase
data shows they buy them at the
same rate as other segments.3
67% of consumers agree
moderation is more important
than specic sweetener
ingredients.4
75% of consumers list taste
and price as top reasons to
buy products.5
FIND OUT WHAT YOUR CONSUMERS ARE ACTUALLY
DOING. IT CAN MAKE ALL THE DIFFERENCE IN YOUR
MARKETING DECISIONS.
1. 2014 Mintel Consultancy, Global New Products Database
2. Ibid
3. The Sweetener360 is a custom research study commissioned by the Corn Reners Association and completed in part by Nielsen and
Mintel Consulting
4. Ibid
5. Ibid