‘Slicing Up Sweetness’: How consumer attitudes and behaviour affect brands

For food and beverage professionals, making the best decisions means having the best available information. One key factor is understanding how different audiences react to different ingredients.

‘Slicing Up Sweetness’ is a white paper about the Sweetener360 research, an unprecedented analysis of more than 10,000 consumers providing critical insights into the attitudes of six distinct consumer lifestyle segments toward sweeteners and how those attitudes affect shopping behaviour for specific products and brands.

The research was commissioned by the Corn Refiners Association and completed in part by Nielsen and Mintel Consulting.

Covering 15 major food categories, the Sweetener360 brings together Mintel consumer research, Nielsen shopper data and in-depth consumer interviews into one comprehensive view, with sweetener attitudes brought to life through six consumer lifestyle segments.

The white paper provides critical insights by exploring the attitudes of American consumers toward sweeteners and how those attitudes affect shopping behavior for specific products and brands.

Key questions addressed in the white paper:

• What are the top motivators for buying specific foods and beverages?

• Are consumers avoiding specific sweeteners, total sugars or calories?

• Do consumers who say they actively pursue a healthy lifestyle and avoid total sugars still buy sweetened products at the same rate as other segments?

Source: FoodBev (http://goo.gl/rgjWck)