Consumer insight report

DSM has published the first of a new series of its Global Insights lifting the lid on consumer attitudes to low sugar and no sugar food and drink. Based on an international survey conducted in the US, Mexico, Argentina, France and Australia, the findings show that almost two-thirds of consumers are concerned about excess sugar. But the way respondents say they opt to reduce their intake of sweetened products varies dramatically, having far reaching implications for future product development.

The international survey data underpins that consumers seeking to cut sugar don’t take a one size fits all approach. More than twice as many (41 per cent versus 20 per cent) have opted for a sugar free carbonated soft drink versus a sugar free juice. For yogurt, 40 per cent will opt for a low sugar variety, but just 20 per cent for a completely sugar free version of the dairy snack.

Health and weight are top of mind for consumers seeking low sugar and no sugar options but interestingly taste is not. Just 20 per cent of respondents said they preferred the taste of low/no sugar products.

There are strong national differences when it comes to seeking information. Forty three per cent of Mexicans — more than in any other market surveyed — say that they have done research into health issues related to sugar. And in spite of increasing concern about rising childhood obesity rates, only a minority of the low- and no-sugar treats bought by survey participants were destined for children. Buying for youngsters is most likely in Australia (19 per cent) followed by the United States (15 per cent) while this figure is 11 per cent in France.