• Weight loss is no longer the main reason for reducing sugar in the diet, according to the data of a study on consumer behavior carried out by the company Kerry Group.
According to the survey, 79% of consumers are increasingly turning to low-sugar products as healthier alternatives, not motivated by a desire to lose weight.
In the post-pandemic world, consumers' relationships with sweets are changing, according to the analysis Kerry Group, which claims that "sustainable health" is the main reason for reducing sugar consumption. With more than two years in which health, convenience and immunity have been brought to the fore, it is not surprising that consumer behavior regarding some foods is also changing.
It is the confectionery sector where analysis by ingredient manufacturer Kerry Group has seen substantial change. Thus, recently, consumers are rigorously analyzing the ingredients, are more cautious in accepting alternatives and are informed about the impact of sweeteners on their health. They are more careful than ever about the type, source and amount of sweeteners in the foods and drinks they consume.
In an attempt to better understand these changes, Kerry experts in research and knowledge of consumer behavior conducted a survey of 12.784 respondents from 24 countries and six continents.
Sustainable health – more than weight loss
It's no surprise that reducing sugar is still a priority for consumers. The survey revealed the factors behind consumers' desire to reduce the amount of sweets. According to Kerry specialists, weight loss is no longer the main concern of consumers, but the focus is shifting to health. This aspect represents a major change in consumer behavior.
Low-sugar products are preferred as healthier alternatives, with an overwhelming majority of survey participants thinking about long-term health and healthy aging. Among most age groups, the main health concern and perceived disadvantage of sugar consumption was not that "leads to weight gain", but that "causes diabetes".
The second significant thing that came out of the research was the lack of a strict rule for reducing the amount of sugar in certain product categories or in terms of time of day. The same person may want to give up sugar completely in the morning, eat sugary products at lunch, and want to eat low-sugar foods and drinks in the evening.
The study's data shows that indulgence is at the heart of this consumption behavior. The desire for indulgence, on a certain occasion and by consuming a certain product, influences consumers' decisions to reduce the amount of sugar.
Young consumers - skeptical when it comes to sweeteners
More than a third of young consumers are wary of sugar substitutes, Kerry Group survey finds. Gen Z and Millennials place more importance on sugar in food and beverages, with 36 percent of these consumers skeptical of ingredients used to replace sugar in food and beverages.
92% of younger consumers, compared to older generations, said they significantly prefer sweeteners from natural sources such as honey, coconut sugar and stevia.
The survey also found that natural sweeteners are number one globally, with 75% of global consumers saying they prefer a natural sweetener. Those who do not approve of artificial sweeteners stated that they are harmful to health (55%) and have harmful side effects (41%).
Article written by Gabriela Dan, Editor of Arta Albă.
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