Global Consumers and Sweeteners Sentiment and Communication

  • October 2013
  • -
  • Canadean Ltd
  • -
  • 35 pages

Product Synopsis

This report provides a concise overview of the consumers’ perceptions towards sweeteners. The analysis is based on consumer interviews as well as analysing social media and traditional media activities. This report gives an understanding of impact on communication strategies from industry and science to consumers, as well as the information level amongst consumers in relation to health and non-caloric sweeteners.

Introduction and Landscape

Why was the report written?
To provide a comprehensive insight on the media coverage of widely used sweeteners and to characterize the consumers’ sentiment and preference. To identify the key trends that will drive growth in sweeteners choices in the coming years

What is the current market landscape and what is changing?
Between January and July 2013, the number of articles gathered by social media tracking system Attentio is 26,788.More than half of all sweetener discussions in the media relates to Stevia (58%), in contrast to Aspartame (28%) or Sucralose (14%).

What are the key drivers behind recent market changes?
Recent market changes are driven by changing consumer taste, healthier lifestyle and increasing health conditions requiring a low sugar diet.

What makes this report unique and essential to read?
This panel report brings together consumers’ sentiment and social media trends on sweeteners. This continually maintains the stakeholders’ interest of the key growth opportunities and investments in the sweeteners sector.

Key Features and Benefits

Social media impact consumers sentiment on non-caloric sweeteners.

Consumer’s insights on natural sweeteners.

Industry and scientific media’s influences on consumers information.

Regional differences in consumer interest and information level on non-caloric sweeteners.

Key Market Issues

Providing one well cited study about aspartame health risks has revealed conflicting beliefs with different stakeholders. This has showed that: not all consumers are convinced with the research findings, how manufacturers have reacted to the claims, and how influential websites with many readers have interpreted the study.

Sucralose vs the brand Splenda is interpreted differently within the online communities.

Countries such as China, India, Brazil and Mexico, which are subject to high overweight/obesity rates, do not use online media to raise awareness and educate consumers on the relationship of sugar consumption and weight.

Consumers in UK change their sweeteners attitudes within one year.

Key Highlights

It has been identified that Splenda is the most popular within consumers. Although Amino Sweet has been approved for tabletop sweeteners longer than the other brands, it has proven to be unpopular with consumers.

The results of the survey reveal that there is a relatively small percentage of people who perceive stevia as natural. This also suggests that many people are still ill-informed of the benefits of this sweetener.

Table Of Contents

Powerpoint Slides
3 - Conclusions Communication Strategies
4 - Conclusions Consumer Sentiment and Perceptions
5 - Structure of Project
6 and 7 - Research Methodology
8 - Awareness Overview on Sweeteners in 1H 2013
9 - Online Platforms Categorisation
10 - Monthly Online Consumer Discussions in 2013 - Highlights
11 - Most Discussed Health Topics on Sweeteners 1H 2013
12 - Aspartame Health Risk Article (Cancer)
13 - Sucralose Health Risk Article (Diabetes)
14 - Global Allocation of Aspartame, Stevia and Sucralose Articles in 1H 2013
15 - Consumers' Perception on Artificial and Natural Sweeteners
16 - Consumers' Sentiment on Sweeteners in Social Media
17 - Articles Discussing Sweeteners Obesity and Weight Management 1H 2013
18 - Map of the world's weight management and obesity discussions
19 - No. of Articles in Relation to Population Obesity
20 - No of Articles in Relation of Population Diabetes Burden
21 - Consumer Recognition of Sweetener Brands for 1H 2013
22 - Brand recognition - Monthly Overview of Main Tracked Brands
23 - Brands Recognition Worldwide - North and South America in 1H 2013
24 - Brands Recognition Worldwide - Europe and Africa in 1H 2013
25 - Brands Recognition World wide - Asia and Australia in 1H 2013
26 - Consumer Estimating Own Consumptions of Sweeteners
27 - The Older You Are, The Higher The Consumption
28 - Each Age Has A Daily Consumption
29 - Brand Recognition in UK
30 - Choosing The Healthier Option
31 - Health and Sweetness Key Factors
32 - Perception of Natural or Artificial?
33 - Perception Sweeteners - Natural or Artificial?
34 - The Healthiest Choice?
35 - 2013 Consumers' Perception of Healthiest Choice

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