The Kerry Group, a taste and nutrition-focused ingredients supplier, conducted a quantitative survey of 12,784 people across 24 countries and six continents to better understand how the pandemic, geopolitical issues, and changing consumer behaviors have affected the emotional and functional relationship with sweetness. The survey uncovered a seismic shift in consumer motivations for reducing sugar consumption.
While sugar reduction is still a priority for consumers, weight loss is no longer the primary motivator. Instead, proactive health has become the main concern. According to the survey, 79% of consumers increasingly acknowledge and turn to reduced sugar products as healthier alternatives. The top health concern and perceived drawback of sugar consumption among almost all age groups was not that it leads to weight gain, but that it causes diabetes.
However, the survey also revealed that consumers don’t have a blanket rule or unwavering perception of sugar reduction across all product categories and meal occasions. The same person may want to cut out sugar entirely in the morning, consume products with no sugar reduction at midday, and by the evening want to eat sugar reduced food and drink. The level of indulgence to a certain occasion and a certain product category influences consumer decisions around sugar reduction.
Younger consumers were found to be breaking the norm when it comes to sweetener preferences. Gen Z and younger Millennials are placing greater importance on sugar in food and drinks, with 36% of these consumers skeptical of ingredients used to replace sugar in food and drinks. Ninety-two percent of younger consumers said they preferred honey, sugar, coconut sugar, and palm sugar significantly more when compared to older generations.
The survey also revealed that natural sweeteners rank highest across the globe, with 75% of global consumers saying they prefer a natural sweetener (such as honey, sugar, or stevia). Those who did not prefer artificial sweeteners said they were bad for one’s health (55%) and had harmful side effects (41%). The top five most preferred globally were honey, sucrose/sugar, stevia, coconut sugar, and fructose.
As consumer perceptions around sweetness continue to shift, food and beverage companies will need to keep up with changing demands to remain competitive and meet the evolving needs of their customers.