india market and consumer insights -...

India Market and Consumer InsightsApril 2016

…………….………….………….………….…………….…………..…………….…………..................Personal Field Research

…………….………….………….………….…………….…………..…………….…………..................

…………….………….………….………….…………….…………..…………….…………..................Analytics Methodology/Sources

4

1000 Online Survey RespondentsNationally Representative

52% Males 48% Females

Ages 18-64

March 2016

Aware and Unaware of Stevia

A & B Groups SEC

Socio-economic Classification (SEC) includes No. of Durables and Education level. A&B include 4+ durables and High School education.

…………….………….………….………….…………….…………..…………….…………..................Insights to Action

Global alignment for changeDemand for Natural Increasing

A New Opportunity to Redefine Regular

Expect Rapid Growth in Stevia Awareness


Global alignment for change

…………….………….………….………….…………….…………..…………….…………..................

• Global obesity crisis • Sugar tax (passed/proposed)• Activist advocacy groups

• Good for me• Good for others• Good for the planet

proposed new labelhighlighting

calories and added sugars

• Sugar• Artificial Sweeteners

Highly Dynamic Times for the Food & Beverage Industry

7

RISING PUBLICHEALTH CONCERNS

CONSUMERS REDEFINEHEALTH & WELL BEING

SWEETENERSUNDER FIRE

7

Global companies made impressive commitments in 2015

“Removing artificial ingredients”“Reducing sugar”

…………….………….………….………….…………….…………..…………….…………..................

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India is having conversations on the health effects of sugar and high-intensity sweeteners

Pressure on SugarPressure on Sugar Pressure on ArtificialPressure on Artificial

…………….………….………….………….…………….…………..…………….…………..................

Indian consumers are looking to cut back on their consumption of sugar & artificial sweeteners

10

85%

78%

Sugar Artificial Sweeteners

Those Actively Looking to Limit/Avoid Consumption of Sweeteners

Source: PureCircle Proprietary Research, India 2016

Do you actively try to limit the amount of sugar/artificial sweeteners in the foods and beverages that you consume each day?

78%

…………….………….………….………….…………….…………..…………….…………..................

11How concerned are you about the amount of sugar, high fructose corn syrup, and artificial sweeteners in the food/beverage products you give your kids?

Parent’s preference on level of sugar in food/beverage products for kids (among households with kids)

7%

47%44%

2%

With moresugar

With samesugar levels asthey currently

have

With less sugar Without sugarat all

For parents, this concern is pronounced for their kids

Over 80% of Parents are concerned about the sweeteners their kids consume

Half of today’s parents would like less sugar for their kids


Almost 50% of parents prefer less sugar in

their kids’ diets

When thinking about food and beverage products for the children in your household aged 0-17 years, how would you prefer them in terms of their sugar levels?

80%

76%

Sugar Artificial Sweeteners

Looking to Limit/Avoid Kids’ Consumption of Sweeteners

Actively Looking to Limit/Avoid Consumption

78%

…………….………….………….………….…………….…………..…………….…………..................

Online conversation for aspartame and sugar

12Sentiment Calculation: ( ( Positives – Negatives) / ( Positives + Negatives ) ) * 100

Emotions

Total Mentions: 1,143,000Potential Impressions: 4 billion

Net Sentiment: -67

POLLUTION

Net Sentiment: -64

Total Mentions: 2,040Potential Impressions: 1.3 million

Source: NetBase, January – December 2015

Emotions

ASPARTAME

Total Mentions: 1,898,500Potential Impressions: 3.5 billion

Net Sentiment: +25

Emotions

SUGAR

…………….………….………….………….…………….…………..…………….…………..................

This shift towards natural origin products is happening in the sweetener space

13

Stevia +12%

vs.2010

Aspartame -10%

vs. 2010

20% of new products sweetened with a high-intensity sweetener use stevia

Source: Mintel GNDP

38% 36%33% 31% 29% 28%

7% 8% 12%15% 17% 19%

2010 2011 2012 2013 2014 2015

Perc

ent o

f Tot

al L

aunc

hes

Global % of New Product Introductions with High-Profile Sweetness

Acesulfame Potassium Sucralose Aspartame Stevia


Demand for Natural Increasing

…………….………….………….………….…………….…………..…………….…………..................

The global consumer wants natural food & beverages

15

FranceMexico

Argentina

Global Top-2 Box Appeal of Statementsto Describe F&B (out of 30+)

UKUS

How appealing is each of the following statements that might be used to describe food and beverages?Source: PureCircle Internal Research

Global Top-5 Rated F&B Messages

All NaturalNaturally Sweetened

No Artificial SweetenersSweetness from Nature

Same Great Taste

Source: PureCircle Proprietary Research

China

…………….………….………….………….…………….…………..…………….…………..................

Indian consumers seek all-natural in F&B communication and messaging

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100% naturalAll natural

Sweetness from natureSweetness from a natural origin

No artificial sweetenersNaturally sweetened

Top-10 Messages in BoldTaste

Low/No/Reduced Sugar & Calories Safety Environment

Natural/Origin

Safe for everyoneSafe for diabetics

Safe for kids

How appealing is each of the following statements that might be used to describe foods and beverages?

Environmentally friendly

New improved tasteSame great taste

Calorie freeSugar freeLow sugarLow calorie

Zero caloriesReduced caloriesNo added sugarReduced sugar

Reduced sugar and caloriesNo sugar

LightNon-GMO (genetically modified)

Low glycemic indexDiet

Mid calorie

Low environmental impact


A New Opportunity to Redefine Regular

…………….………….………….………….…………….…………..…………….…………..................Sweet and sweetener live in two different places

Full flavorAs nature intended

The real dealIndulgenceAbundance

SocialTreat

Happy

Zero caloriesScience

Not as goodCompromiseDeprivation

SolitarySacrificeSomber

Sweet

Aligned with the world of sweet

Sweetener

…………….………….………….………….…………….…………..…………….…………..................

India is just starting its journey, and its sentiment is promising

19

30%

33%

38%

45%

53%

58%

61%

67%

73%

82%

83%

92%

27%

23%

31%

30%

25%

19%

22%

18%

19%

13%

13%

6%

41%

42%

30%

22%

21%

21%

15%

11%

8%

5%

3%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Saccharin

Aspartame

High Fuctose Corn Syrup

Sucralose

Sugar

Ace-K

Brown Sugar

Agave

Glucose

Gur

Stevia

Honey

Impressions

Very Positive, Positive Neutral Very Negative, Negative Don't Know

What is your overall impression of stevia?


…………….………….………….………….…………….…………..…………….…………..................

Global Food & Beverage Product Launches With Stevia

Source: Mintel GNDP

6

478623

1004

1879

2500

2832

273 353493

895

1,342 1,420

102 120 188 281527 516

2010 2011 2012 2013 2014 2015

Stevia Stevia + Sugar Stevia + Artificial HIS

Nearly 50% of all launches have combined stevia with sugar

# of

laun

ches

…………….………….………….………….…………….…………..…………….…………..................

India is just starting its journey, and its sentiment is promising

Stevia Global Sentiment (%)Top-3 Box (Includes Very Positive, Positive, and Neutral)

Chile 95%

Argentina 93%

Thailand 97%

Malaysia 96%

Mexico 89%

Turkey 89%

Spain 89%

Germany 79%

Russia 87%

China 88%

Singapore 84%

France 85%

US 78%

UK 74%

Poland 86%

91%Brazil

SENTIMENT

Very Positive, PositiveNeutral

India 96%

…………….………….………….………….…………….…………..…………….…………..................

How does stevia compare to ….

22Source: NetBase, January – December 2015

Sentiment Calculation: ( ( Positives – Negatives) / ( Positives + Negatives ) ) * 100

Net Sentiment: +68

Emotions

BOLLYWOOD

Emotions

CRICKET

Net Sentiment: +63

Emotions

STEVIA

Total Mentions: 1,596 Potential Impressions: 29 million

Net Sentiment: +89)

…………….………….………….………….…………….…………..…………….…………..................

Stevia exceeds alternative sweeteners across key attributes, including Great Tasting

23

Sweeteners Attribute Agreement 2016Top-2 Box

• Stevia outperforms all sweeteners in all attributes • Good for a Healthy Lifestyle and Natural are key stevia attributes

How much would you agree or disagree that (insert sweetener/brand) is?

31%

40%35%

42%

51% 53%54%47%

69%

85% 88%

74%

Natural Good for a healthy lifestyle Great Tasting

Aspartame Sucralose Sugar Stevia


…………….………….………….………….…………….…………..…………….…………..................

4 out of 5 consumers would purchase stevia across all categories

24… how likely would you be to buy foods that contain stevia?

80%Indian consumers

would purchase food sweetened with stevia

FOOD BEVERAGE

80%Indian consumers would purchase a

beverage sweetened with stevia

Top-2 Box Top-2 Box


Would Consider Purchasing

TABLE TOP

79%Indian Consumers

would purchase table top if it were stevia

Top-2 Box

Willingness to Pay

64%Are willing to pay more for a food and beverage product sweetened with stevia

How would your willingness to pay change for a food or beverage product sweetened with stevia?

…………….………….………….………….…………….…………..…………….…………..................

Given parent’s dislike towards artificial sweeteners, purchase intent remains similar for parents giving stevia products to their kids

25Source: PureCircle Proprietary Research, India 2016

Would you give products with artificial sweeteners to your children?

78%FOOD

BEVERAGE

77%

Top-2 Box

Top-2 Box

Parents Would Consider Purchasing for their Kids

TABLE TOP

76%Top-2 Box

Indian consumers would purchase food / beverages / table top sweetened with stevia for their kids

64%

22%

13%

No Might or might not Yes

Parents Who Would Give Artificial Sweeteners to Their Kids

64% Adults who would not

give their kids products with artificial

sweeteners in them

…………….………….………….………….…………….…………..…………….…………..................Many approaches to redefining regular

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Attributes

Product Benefits

Consumer Benefits

EmotionalBenefits

Low Carbon & water footprintFrom a plant Benefits Independent FarmersSweetness like sugar

No calories Traceability

Calorie/sugar reduction

Naturally sweetened

Making the world a better placeLiving a healthier lifestyle

Joy

Permissible Pleasure Making high quality choices

Transparently Sourced

PureCircle Trust mark

Environmentally friendly

Farmer Friendly

Good Life Peace of Mind

Toothfriendly

Great taste

Zero Glycemic Load

Safe for Diabetics

Stevia PureCircle Benefit Ladder


Expect Rapid Growth in Awareness

…………….………….………….………….…………….…………..…………….…………..................

Consumers are just starting to learn about stevia as a tool to reduce sugar and awareness is similar to recently approved countries

28

Stevia India Awareness


6%

9%

18%

35%

37%

40%

41%

52%

57%

64%

86%

91%

95%

Acesulfame-K

Agave

Aspartame

Meethi Tulsi (Stevia)

Sucralose

High Fructose Corn Syrup

Saccharin

Gur

Fructose

Brown Sugar

Glucose

Honey

Sugar

Stevia Global Awareness

USAugust 2015

GermanyNov 2013

SwedenMay 2014

ChileSept 2014 95%

68%

64%

57%

51%

51%

48%

43%

36%

95%

33%

27%

26%

23%

21%

12%

FranceFeb 2013

UKJuly2015

SpainFeb 2015

ChinaFeb 2013

MalaysiaSept 2014

ArgentinaSept 2014

ThailandSept 2014

RussiaMay 2014

ItalyJuly2013

PolandJuly2013

MexicoFeb 2013

SingaporeSept 2014

BrazilNov 2015

55%

35%IndiaMar 2016

…………….………….………….………….…………….…………..…………….…………..................

Since approval, online consumer interest in stevia has grown in India and outpaced other HIS online searches

29

India Percent of Searches Among Selected Ingredients: Aspartame, Stevia, Saccharin, & SucraloseGoogle Trends: Past 6 Months

Source: Google Trends, 2016Note: Google Trends figures are indices that show total searches for a term relative to the total number of searches done on Google over time. A line trending downward means that a search term's relative popularity is decreasing (i.e., not total number of searches).

Among sweeteners below, stevia searches have increased by +21 pts from October ‘15 to April ‘16

Stevia: 77% of Online Searches

Aspartame

Stevia

Saccharin

Sucralose

Stevia: 56% of Online Searches

…………….………….………….………….…………….…………..…………….…………..................

Awareness increases significantly alongside product launches after approval

30

35%43%

62%

2009 2010 2011

US Stevia Awareness 177 Idx vs. ‘09

Sources: PureCircle Proprietary Research ’15 US Survey n=856, France Survey ’13 n=

48

110

156

2009 2010 2011

US F&B Stevia Launches325 Idx vs. ‘09

France Stevia Awareness 278 Idx vs. ‘09

France F&B Stevia Launches373 Idx vs. ‘10

23%

47%

64%

2010 2011 2013

15 12

56

2010 2011 2013

…………….………….………….………….…………….…………..…………….…………..................

0

500

1,000

1,500

2,000

2,500

3,000

2009 2010 2011 2012 2013 2014 2015

Stevia usage is growing across all major markets

31

Global New-Product Launches with Stevia, 2015#

of la

unch

es

5-year CAGR43%

+37%

+30%

+58%

+95%

+91%

MEA

APAC

LATAM

NTAM

Europe

Source: Mintel GNDP

43%growth globally over

past 5 years

310478

623

1004

1879

2500

2832

…………….………….………….………….…………….…………..…………….…………..................

Top Categories at the Region Level are Dairy, Sweeteners, Juice Drinks, RTDs, Bakery, and Sweeteners

Global Food & Beverage Product Launches With SteviaBy Region: 2015 Top-3 Categories by

Number of Product LaunchesBy Region: 2015 Top-3 Categories by

Number of Product Launches2015 Top-10 Global Categories by

Growth (2015 vs. 2014)2015 Top-10 Global Categories by

Growth (2015 vs. 2014)

1%

4%

10%

20%

32%

32%

38%

72%

Hot Beverages

Juice Drinks

Dairy

Sweeteners & Sugar

Carbonated Soft Drinks

Other Beverages

Bakery

RTDs

-13%Snacks

Source: Mintel GNDPOther beverages includes Beverage Concentrates, Beverage Mixes, Meal Replacements & Other Drinks

NORTHAMERICA

Other Bev.Juice Drinks

Dairy

DairySweeteners

Bakery

SweetenersJuice Drinks

RTD

SnacksDairy

BakeryLATINAMERICA

MIDDLEEAST

& AFRICA

ASIAPACIFIC

EUROPEDairySweeteners

RTD

6

…………….………….………….………….…………….…………..…………….…………..................

It doesn’t take long before categories multiply in number of stevia launches

33

86 products27 countries

Stevia’s geographic and category penetration have grown rapidly over the past 5 years.5 billion customers worldwide now have regulatory access to stevia


CSDs – Colas CSDs – Lemon / Lime RTD TeasYogurt

(spoonable / drinkable)

2010

2015


1 product1 country





34

Where will India be in 5 years?

india market and consumer insights -...

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