slicing up sweetness: the difference between buzz and behavior around bread
TRANSCRIPT
SLICING UP SWEETNESSTHE DIFFERENCE BETWEEN BUZZ AND
BEHAVIOR AROUND BREAD.
THERE’S A LOT OF BUZZ AROUND SWEETENERS ...
AND THE BUZZ MAY DRIVE SOME CONSUMERS TO SAYTHEY’RE AVOIDING SPECIFIC SWEETENERS
This data is derived from the 2015 Sweetener360, a custom research study commissioned by the Corn Refiners Association
and completed in part by Nielsen and Mintel Consulting.
WHAT CONSUMERS SAY THEY AVOID
AIDED UNAIDED
WALTERNO HEALTH WORRIES
Sugars 24.1% 6.2%
HFCS 9.6% 0.5%
AIDED UNAIDED
SANDRATASTE OVER HEALTH
Sugars 22.8% 5.7%
HFCS 14.3% 0.3%
AIDED UNAIDED
JOANDIABETICS & DIETERS
Sugars 74.2% 39.9%
HFCS 65.6% 3.5%
AIDED UNAIDED
TERESATOO MANY PRIORITIES
Sugars 54.7% 29.9%
HFCS 27.6% 2.4%
AIDED UNAIDED
STACEYALL NATURAL
Sugars 72.8% 43.4%
HFCS 77.8% 9.2%
AIDED UNAIDED
JULIAHEALTHY BALANCE SEEKER
Sugars 47.2% 24.5%
HFCS 86.2% 17.3%
BUT DOES THE BUZZ TRANSLATE INTO BEHAVIOR?
LET’S SEE WHAT’S HAPPENING IN THE BREAD AISLE …
SWEETENER IMPORTANCE TO CATEGORY PURCHASE25%
20%
15%
10%
5%
0%
% of U.S. Spending
% of Bread Category $ Sales
% of “HFCS” Bread Sales
% of “Sugar” Bread Sales
WALTER TERESA SANDRA JOAN JULIA STACEY
16% U.S. HH
13% U.S. HH
9% U.S. HH
18% U.S. HH
19% U.S. HH
15% U.S. HH
EACH CONSUMER SEGMENT IS A SIGNIFICANT BUYER OF BREAD FORMULATED WITH BOTH SUGAR AND HFCS.
LET’S DIG INTO THE DATA...
SWEETENER IMPORTANCE TO CATEGORY PURCHASE25%
20%
15%
10%
5%
0%
% of U.S. Spending
% of Bread Category $ Sales
% of “HFCS” Bread Sales
% of “Sugar” Bread Sales
WALTER TERESA SANDRA JOAN JULIA STACEY
16% U.S. HH
13% U.S. HH
9% U.S. HH
18% U.S. HH
19% U.S. HH
15% U.S. HH
Joan, Julia and Stacey, the three most health-conscious consumer segments, buy more than half
(52%) of HFCS-sweetened bread.
SWEETENER IMPORTANCE TO CATEGORY PURCHASE25%
20%
15%
10%
5%
0%
% of U.S. Spending
% of Bread Category $ Sales
% of “HFCS” Bread Sales
% of “Sugar” Bread Sales
WALTER TERESA SANDRA JOAN JULIA STACEY
16% U.S. HH
13% U.S. HH
9% U.S. HH
18% U.S. HH
19% U.S. HH
15% U.S. HH
Teresa, Julia and Stacey, the three largest consumer segments, buy more than their fair share of
sugar-sweetened bread and HFCS-sweetened bread.
SWEETENER IMPORTANCE TO CATEGORY PURCHASE25%
20%
15%
10%
5%
0%
% of U.S. Spending
% of Bread Category $ Sales
% of “HFCS” Bread Sales
% of “Sugar” Bread Sales
WALTER TERESA SANDRA JOAN JULIA STACEY
16% U.S. HH
13% U.S. HH
9% U.S. HH
18% U.S. HH
19% U.S. HH
15% U.S. HH
Four out of the six segments buy a higher percentage of HFCS- sweetened bread than sugar-
sweetened bread.
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