european consumer insights

8/3/2019 European Consumer Insights

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EuropEan ConsumErs HEaltH and swEEtEning HabitsSelected Highlights


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Tate & Lyle has a continuingcommitment to driving value orour customers through uniqueinsights into consumer attitudesand behaviour, as well as providing

world-leading product developmentand manu acture. As part o a continuous cycle o consumer research, in May o 2010 Tate & Lyle commissioned an independent research company, Illuminas,to conduct a signi cant quantitative study among European consumers.

The goal was to assess current attitudes towards health and eatingand how consumers behaviour was infuenced by these attitudes.

The research particularly ocused on whether consumers pay at tentionto the ingredients o the products they consume, and in particular their

attitudes toward sweeteners.

This overview presents a sample o selected ndings rom the study.While individual country data was collected, the average scores orthe ve countries are shown or simplicity. In addition, or brevity someobservations refect only a portion o an entire question that was asked.

Tate & Lyle has additional ndings rom this study which may be sharedwith customers as appropriate.

We at Tate & Lyle are pleased with the insights gained rom this studyand are happy to provide this abstract. It is our intent to continue to investin understanding changing global consumer habits and attitudes, to betterenable us to provide use ul insights to our customers.

Want to know how consumers in your country haveresponded? Email [email protected] for the fullreport details.


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Like many consumers around the world, Europeanconsumers on average actively try to manage their health,with over hal claiming to managing their weight and almostthree quarters claiming to be ollowing a balanced andhealthy diet.

When looked at by country, however, it is clear that thereare signi cant di erences in how di erent nationalitiespursue healthy li estyles.

A Majority o Europeans Pursue Healthy HabitsDo you, or anyone else in the household...

3

TRY TO MANAGE MYCURRENT WEIGHT

FOLLOW A BALANCED AND HEALTHY DIET

58%

72%

Base: all respondents

Consistent with an interest in managing their health,

a majority o European consumers read ingredientlabels or nutrition acts.

On average, hal or more European consumers lookat calories, sugar or at, and almost hal look at theingredients list.

Consumers in di erent countries, however, demonstratemajor di erences in the level and nature o things theylook or on labels.

Most Europeans Read Package LabelsBut Not All Look at The Same Things

When you are reading ingredients labels

or nutrition facts (on the back or side ofpackaging), what do you usually look at?


LOOK FOR CALORIE COUNT

LOOK FOR SUGAR CONTENT

LOOK FOR FAT CONTENT

READ INGREDIENT

DECLARATION

51%

53%

55%

46%


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Not surprisingly, a large proportion o parents acrossEurope think that kids products contain too much sugar.

The gure is comparable among non-parent adults.

Refecting an interest in managing their health, a majorityo Europeans are interested in low calorie versions o oodor drinks, provided they do not have any di erence in tasteor texture.

Europeans Generally Feel That Childrens Products Contain Too Much Sugar

How much do you agree with the following statement:

I think kids products oftencontain too much sugar 69%

I would be happy to buy low calorieversions of food or drinks if there wasno difference in taste or texture

59%

Base: all parents (1835) Base: all respondents (5031)

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Well over hal o Europeans restrict intake o certainingredients, including at, sugar and salt. On an individualcountry basis there are some interesting di erences.

For example, a signi cantly greater than average proportiono Italian consumers restrict intake o these ingredients;

in the UK there is less prevalence o restrictions.

A Signi cant Percentage o Adults RestrictCertain Ingredients

What types of food do you try to avoid, orat least cut back on, for your own personalhealth or safety?


FAT

SUGAR

SALT

66%

61%

53%


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In separate comparisons, parents were shown theingredients and nutritional in ormation o two reduced-calorie ormulas o a juice drink with a ull-calorie version.

In both cases, parents convincingly pre erred the reduced-calorie version over its ull-calorie counterpart, at generallya 2-to-1 margin.

When Choosing Products For Children,Many Parents Select Lower Calorie Options

Below are ingredient labels for a fruit drink.Imagine you are in a store, buying a fruitdrink for your oldest child (aged 15 or less).Look at the ingredient lists and nutritionfacts below. Which one would you purchasefor your oldest child?

NOTE: full ingredient listing and nutritional informationshown in actual research

DRINK A Full Sugar169 kJ/100 ml9.7g sugarSweetener Sugar

DRINK BReduced Calories 1111 kJ/100 ml6.6g sugarSweetener Sugar,sucralose

DRINK CReduced Calories 2101 kJ/100 ml5.6g sugarSweetener Sugar,ructose, sucralose

Base: all parents

Prefer B51%

Prefer A25%

Nopreference

24%

A vs B

Prefer C51%

Prefer A27%

Nopreference

23%

A vs C

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To best understand marketplace needs, an onlinequantitative study was conducted in May 2010, pollingapproximately 1000 consumers each in 5 Europeancountries: UK, Germany, France, Italy and Spain.

Research Approach

Each survey was conducted

in each countrys native

language

Opinions o parents were

separately broken out

Results are reported or the

European average, with

country detail or selected

questions

This report is a small sample

o the research ndings that

are available

TOTAL SAMPLE(Adults aged 18-64)

TOTAL NO. OF PARENTS(with child aged 3-16)

UK Germany France Italy Spain

1001 1006 1002 1020 1002

401 431 389 332 282


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Tate & Lyle 2010SPLENDA and the SPLENDA logo are trademarks o McNeil Nutritionals, LLC

Tate & Lyle helping to meet the needso European consumers

About Tate & Lyle

Contact

Our research discovered that, overall, Europeans areincreasingly aware that they can actively take part inmanaging their health. They show a growing interest inmaking smart decisions in ood and beverage choices.

High on the list o consumer concerns is the level o sugarcontained in products, both or adults and children.

This is leading to consumers checking labels morerequently or ingredients and nutritional in ormation.

Sucralose is a no-calorie sweetener that works both asa way to reduce sugar while retaining all the great sweettaste that consumers demand and as an alternative tocurrent no-calorie sweeteners. Consumers nd sucralosea very appealing sweetener in products or adults andchildren. It o ers a valuable solution or manu acturersseeking to meet consumers health needs while deliveringexcellent tasting products.

Established in 1865, Tate & Lyle is a world-leadingmanu acturer o renewable ood and industrial ingredients.We use innovative technology to trans orm corn and

sugar into value-added ingredients or customers inthe ood, beverage and pharmaceutical industry,among others.

Tate & Lyle is a leader in sweeteners, having discoveredsucralose, and has developed expertise in starches, sugarre ning, value-added ood and industrial ingredients and

citric acid. We maintain an investment in leading edgeresearch, consumer insights and product developmentcapabilities or our valued partners.

North America Tate & Lyle2200 E Eldorado Street

Decatur, Illinois 62525USAPhone: + 1 217 423 4411

Latin America Tate & Lyle Av. Ira 438 - 11 andarSo Paulo - SP - 04082-001Brazil

p e e Phone: + 55 11 5090 3970

s h Phone/Fax: + 54 2322 47 3783

Europe Tate & Lyle2, Avenue de lHorizon

Parc Scienti que de la Haute Borne 59650 Villeneuve dAscqFrance

E h/F e ch Phone: + 33 (0)3 2877 7000

i , s h & p e e (Europe)Phone: + 39 0236 003676

ge Phone: + 49 6922 222832

t k h, b , rPhone: + 359 84 619 128

s v k, p h, Czech

Phone: + 421 33 5561 541

Australia Tate & LyleLevel 2, 39 Park Street

South Melbourne, 3205 AustraliaPhone: + 61 3 96 45 7771

Asia-Paci c Tate & Lyle24F, Xin Yuan Science & Technology Plaza418 Gui Ping RoadShanghaiChina 200233Phone: + 86 21 5176 3100

For enquiries, please email [email protected] or contact your local o ce.

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