IntroductionRising health concerns have led to consumers becoming more conscious of their sugar intake, prompting food makers to increase the inclusion of low-calorie sugar substitutes in their new product formulations. This research brief outlines the extent and specifics of consumers' sweetener concerns and preferences, and what future opportunities exist for sweetener product developmentScope*A concise slidepack outlining the driving and inhibiting factors influencing the development of sweeteners globally*Combines consumer trend/insight analysis with new product development (NPD) observationsHighlightsSugar (sucrose) is the most popular sweetener added to foods, but rising obesity rates cause more attention to be paid to products' sugar content. This is well reflected by the perceived influence of low-sugar claims on the product choices that consumers make and the self-reported attentiveness among consumers towards sugar intakeDatamonitor expects awareness of low-calorie sweetenersboth commercially and among consumersto increase considerably in the next few years as regularity environments become more permissive. Innovations in the sweetener market can be categorized according to three major platformsReasons to Purchase*Understand how consumer attitudes are likely to affect future purchase decisions*Access unique survey insight to understand why, and to what extent, consumers are attracted to different sweeteners*Obtain a snapshot of NPD opportunities and threats in this important and dynamic ingredient group

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The Future of Sweeteners: Consumer Insight and Product
Opportunities
Published on May 2010
Report Summary
Introduction
Rising health concerns have led to consumers becoming more conscious of their sugar intake, prompting food makers to increase the
inclusion of low-calorie sugar substitutes in their new product formulations. This research brief outlines the extent and specifics of
consumers' sweetener concerns and preferences, and what future opportunities exist for sweetener product development
Scope
*A concise slidepack outlining the driving and inhibiting factors influencing the development of sweeteners globally
*Combines consumer trend/insight analysis with new product development (NPD) observations
Highlights
Sugar (sucrose) is the most popular sweetener added to foods, but rising obesity rates cause more attention to be paid to products'
sugar content. This is well reflected by the perceived influence of low-sugar claims on the product choices that consumers make and
the self-reported attentiveness among consumers towards sugar intake
Datamonitor expects awareness of low-calorie sweetenersboth commercially and among consumersto increase considerably in the
next few years as regularity environments become more permissive. Innovations in the sweetener market can be categorized
according to three major platforms
Reasons to Purchase
*Understand how consumer attitudes are likely to affect future purchase decisions
*Access unique survey insight to understand why, and to what extent, consumers are attracted to different sweeteners
*Obtain a snapshot of NPD opportunities and threats in this important and dynamic ingredient group
Table of Content
Brief introduction to Datamonitor's research
Market context and consumer concerns
Defining sugars/sweeteners
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Consumer attitudes and behavior
Types of sweeteners
Consumer attitudes and behavior
Category trends
Product trends and innovations
Formulation innovations
Packaging innovations
'Value added' features
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