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Consumer Attitudes toward Sugar and Sweeteners - UK - January 2015

Published By :

Mintel

Published Date : Jan 2015

Category :

Food

No. of Pages : 83 Pages

‘Naturalness’ appears to have become almost synonymous with healthiness and elicits trust from consumers, while anything artificial people tend to be wary of. This creates opportunities for manufacturers to move away from refined sugar and towards those with strong natural connotations in their recipe formulations.

Introduction

Definitions
Abbreviations

Executive Summary

The market
Figure 1: Retail value sales of the sugar and sweeteners market, 2009-19
Sugar
Sweeteners
Market factors
The 2014 media storm over the sugar content of food and drink
Obesity continues to put pressure on government budgets
Most consumers are keen to shift some weight
New Change4Life campaign focuses on sugar
Companies, brands and innovation
Tate & Lyle jumps ahead of Silver Spoon
Figure 2: Brand shares in UK retail sales of sugar, by value, 2013/14*
2012 marked a five-year high for advertising activity
Less than one in 20 food launches carry an L/N/R sugar claim
The consumer
Fat content is the top concern
Figure 3: Concern with selected ingredients/factors in food and non-alcoholic drink, September 2014
Over two fifths have noticed an increase in media coverage on sugar
Figure 4: Opinion on how the amount of media coverage on how sugar affects your health has changed in the last year, September 2014
46% of adults are monitoring/reducing their sugar intake more
Figure 5: Changes in behaviour relating to sugar/sweeteners, September 2014
High levels of awareness of hidden sugars
Figure 6: Attitudes towards sugar content in food/non-alcoholic drink products, September 2014
Demand for greater clarity in terms of use of sweeteners
Figure 7: Attitudes towards sweeteners, September 2014
What we think

Issues and Insights

Companies that set the bar in terms of reducing sugar content will be seen in a positive light
The facts
The implications
Tapping into consumers’ positive perceptions of ‘naturalness’ can boost the health credentials of products
The facts
The implications
Openly communicating about ingredients will win the trust of shoppers
The facts
The implications

Trend Application

Trend: Factory Fear
Trend: Help Me Help Myself
Mintel Futures: Brand Intervention

Market Drivers

Key points
The public debate has put sugar on people’s radars
The so-called “fat tax” debate continues to rumble on
Media coverage has had a tangible impact on consumer behaviour
Obesity continues to put pressure on government budgets
An absence of a ‘state stick’, yet pressure is still on the food industry
A stronger stance on sugar is in the pipeline
New Change4Life campaign focuses on sugar
Soft drinks brands are setting the bar
The ageing population should lead to healthier mindsets

Who’s Innovating?

Key points
Less than one in 20 food launches carry an L/N/R sugar claim
Figure 8: Share of product launches in the UK food and non-alcoholic drinks market carrying a low/no/reduced sugar claim, by major category, 2010-14
Figure 9: Share of product launches in the global food and non-alcoholic drinks market carrying a low/no/reduced sugar claim, by major category and by region, 2010-14
Cereals/snack/energy bars lead L/N/R sugar claims in 2014
Figure 10: Share of product launches carrying a low/no/reduced sugar claim within selected categories in the UK food market, by minor category, 2013 and 2014
An uptick in L/N/R sugar launches in the food market in 2014
Figure 11: Share of product launches in the UK food market carrying a low/no/reduced sugar claim, by quarter, 2014
Figure 12: Launches in the UK food market carrying a low/no/reduced sugar claim, by launch type, by quarter, 2013 and 2014
Figure 13: Share of product launches in the UK non-alcoholic drinks market carrying a low/no/reduced sugar claim, by category, 2010-14
Stevia remains niche in drinks and almost non-existent in food
Figure 14: Share of product launches in the UK food and non-alcoholic drinks market containing selected sweeteners, by major category, 2010-14
Stevia remains decidedly rare in food launches

Market Size and Segmentation

Key points
A dramatic decline in the sugar market in 2014
Figure 15: Retail value sales of the sugar market, 2009-19
The sugar debate has failed to increase demand for artificial sweeteners
Figure 16: Retail value sales of the sweeteners market, 2009-19
The future
Figure 17: Retail value sales of the sugar and sweeteners market, 2009-19
Figure 18: Retail value sales of the sugar and sweeteners market, 2009-19
Sugar
Figure 19: Retail value sales of the sugar market, 2009-19
Sweeteners
Figure 20: Retail value sales of the sweeteners market, 2009-19
Factors used in the forecast

Market Share

Key points
Tate & Lyle jumps ahead of Silver Spoon
Figure 21: Brand shares in UK retail sales of sugar, by value, 2013/14*
Figure 22: Brand shares in UK retail sales of sugar, by value and volume, 2011/12-2013/14
A stellar year for Whitworths
Own-label plays a minor role
Canderel’s share edges up in the declining artificial sweetener segment
Figure 23: Brand shares in UK retail sales of artificial sweeteners, by value, 2011/12-2013/14

Companies and Products

Silver Spoon Company (Associated British Foods)
Background
Product range
Recent activity
Tate & Lyle
Product range
Recent activity
Whitworths
Background
Product range
Recent activity
Merisant
Background
Product range
Recent activity
Hermes Sweeteners Ltd
Background
Product range

Brand Communication and Promotion

Key points
2012 marked a five-year high for advertising activity
Figure 24: Topline advertising expenditure in the UK sugar and sweeteners market, 2010-14
Figure 25: Topline advertising expenditure in the UK sugar and sweeteners market, by advertiser, 2010-14
Natural sweeteners took centre stage in 2012
Billington’s leapt onto the advertising scene in 2013
Tate & Lyle helped baking entrepreneurs in 2014

The Consumer – Concerns about Ingredients

Key points
Fat content is the top concern
Figure 26: Concern with selected ingredients/factors in food and non-alcoholic drink, September 2014
Sugar is a concern for more than half of adults
Widespread scepticism over artificial sweeteners
Only a minority have misgivings about sweeteners from natural sources
Older generation are most health-oriented
Figure 27: Concern about selected ingredients/factors in food and non-alcoholic drink, by age, September 2014
ABs are most diet-conscious

The Consumer – Behaviour Relating to Sugar and Sweeteners

Key points
Over two fifths have noticed an increase in media coverage on sugar
Figure 28: Opinion on how the amount of media coverage on how sugar affects your health has changed in the last year, September 2014
One in four are limiting their sugar intake more
Figure 29: Changes in behaviour relating to sugar/sweeteners, September 2014
Figure 30: Overall changes in behaviour relating to sugar only, September 2014
Media awareness translates into more steps to avoid sugar
Figure 31: Taking more steps to avoid sugar/sweeteners, by consumer awareness of changes in media coverage on sugar, September 2014
People are most likely to limit sugar because of weight concerns
Figure 32: Reasons consumers have for limiting the amount of sugar in their diets, September 2014
Young people most likely to cut sugar for aesthetic reasons

The Consumer – Attitudes towards Sugar Content in Food/Non-alcoholic Drink Products

Key points
High levels of awareness of hidden sugars
Figure 33: Attitudes towards sugar content in food/non-alcoholic drink products, September 2014
Calls for greater transparency
Most adults want the food industry to take more action…
however, a fine line for companies to tread
Perceptions of healthiness vary by type of sugar

The Consumer – Attitudes towards Sweeteners

Key points
Demand for greater clarity in terms of use of sweeteners
Figure 34: Attitudes towards sweeteners, September 2014
Wariness of artificial sweeteners
The rise of natural sweeteners looks set to continue
Taste is a sticking point for sweeteners
Figure 35: Further attitudes towards sweeteners, September 2014

Appendix – Market Size and Forecast

Figure 36: Forecast of UK retail sales of sugar and sweeteners, best- and worst-case forecast, by value, 2014-19
Figure 37: Forecast of UK retail sales of sugar, best- and worst-case forecast, by value, 2014-19
Figure 38: Forecast of UK retail sales of sweeteners, best- and worst-case forecast, by value, 2014-19

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