Consumer Attitude Towards Sweeteners

The ongoing war on sugar has shaped consumer attitude towards sugar and what excessive sugar intake is associated with. As more consumers have become conscious about their health and wellbeing in the last couple of years this is something that has amplified. As many consumers view sugar as a cause of obesity and link excessive consumption with health problems, sugar intake is something that people are looking to reduce.

WHY TURN TO SWEETENERS?

FMCG Gurus consumer insights found that 66% of global consumers seek out products containing sweeteners as an attempt to avoid or moderate sugar intake. With a greater focus on improving diet and lifestyle to aid healthy ageing, more consumers are making efforts to reduce the amount of sugar in their diet. Additionally, plant-based sweeteners with free-from claims can appeal to health-conscious consumers looking for better-for-you options in their diets. This, alongside organic and sustainability claims, can help products containing sweeteners instead of sugar be seen by consumers as a guilt-free alternative.