![]() ![]() However, cookies with an HFCS-free claim on the pack consistently score better than cookies without HFCS, simply because of perception. Bakery products are still the biggest segment for HFCS when Mintel dug deeper into cookies, they found consumers prefer cookies with this sweetener because of taste and value. In terms of HFCS, half of consumers say they avoid it, according to Mintel, which may explain the recent drop in new product introductions with HFCS. “However, the perceived flavor of the product is more important than the low-sugar claim,” Dornblaser said. Old Orchard’s Cran-Naturals Cranberry Apple Juice got a 57% purchase intent score compared to the 17% for Saluu’s “exciting” and “innovative” Aloe vera drink.Ĭonsumers believe they focus more on nutrition and performance than they do on flavor. Many of the products are from smaller companies, and consumer trust tends to be higher with bigger brands. “When you dig down, it’s not about the sugar,” Dornblaser said. In the “snacks/cereal/energy bars” category, consumers consider low-sugar options as “unique” and “premium,” but are less likely to purchase them-because they aren’t considered “good value” or “tasty.” New product introductions that make low- or reduced-sugar claims are on the rise since 2012, “and at a faster pace than new product introductions in general,” according to Mintel data. “The good news is there’s room for everything in the marketplace.” “Even consumers who are looking for healthfulness and sugar restriction aren’t eating that way 100% of the time,” Dornblaser said. In her Keynote Speech, “Understanding Consumer Reaction to Sweetened New Products,” she said that taste and value still drive the consumer mindset a healthy percentage of people are willing to pay a premium for natural sweeteners like stevia and, in short, consumers still care about indulgence. However, backed by Mintel’s market research, which includes gathering the opinions of 30,000 consumers each month and tracking consumer spending in 3,000 markets across 34 countries, Lynn Dornblaser, Director of Innovation & Insight at Mintel, has good news to report. The WHO has urged a tax increase on sugary drinks to reduce consumption, and bloggers, celebrities and media outlets have painted HFCS as “the devil.” The bad news: Rising obesity has placed a spotlight on sweeteners, and 70% of consumers are concerned about how sugar impacts their health. The way consumers perceive sweetness can be said to be a “good news, bad news” type of situation. Septem– Understanding consumer reaction to sweetened new products isn’t always easy. ![]()
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