consumers say they avoid specific ingredients but purchase behavior shows they do not

9% US HH CONSUMER SEGMENTS: WHAT THEY SAY Attitudes Behaviors Values WALTER: NO HEALTH WORRIES 17% US HH 15% US HH 16% US HH KEY TAKEAWAY More than 50 percent of consumers say they avoid sweeteners even though actual purchase data reveals they don’t do what they say. Download new white paper to learn what these segments mean to your brand. The Sweetener360, commissioned by the Corn Refiners Association and completed in part by Mintel Consulting and Nielsen, surveyed more than 11,000 consumers to gain a complete picture of how consumer attitudes about sweeteners really affect shopping behavior for specific products and brands—within the context of six distinct consumer lifestyle segments. SEPARATING FACT FROM FICTION: TAKING A CLOSER LOOK AT SODA ATTITUDES AND BEHAVIORS All segments claim to avoid soda, but actual purchase data clearly shows that isn’t the case. JOAN: DIABETICS & DIETERS STACEY: ALL NATURAL JULIA: HEALTHY BALANCE SEEKERS SODA 29% SODA 55% FRIED FOOD 29% FRIED FOOD 60% FRIED FOOD 55% FRIED FOOD 74% HFCS 85% HFCS 80% SODIUM 32% SODIUM 60% FAST FOOD 29% FAST FOOD 60% FAST FOOD 56% FAST FOOD 74% TERESA: MAKING ENDS MEET SODA 48% FRIED FOOD 56% SODIUM 53% FAST FOOD 55% SUGAR 55% US HH 18% SUGAR 76% SUGAR 72% SWEETS 25% SWEETS 59% 13% US HH SANDRA: BUSY LIFE, TASTE OVER HEALTH SODA 32% FRIED FOOD 39% SODIUM 39% FAST FOOD 43% FATS/BAD OILS 31% FATS/BAD OILS 51% PROCESSED FOOD 71% STACEY I SCOUR THE INTERNET FOR WAYS TO EAT HEALTHIER. COST DOESN’T MATTER. LOW SUGAR AWARENESS HIGH SUGAR AWARENESS WALTER SANDRA TERESA JOAN STACEY JULIA WHAT THEY SAY THEY AVOID: THE TOP 5 Sweetener awareness across the six segments range from not worried at all to highly engaged in sweetener news. SPECTRUM OF SWEETENER AWARENESS WHICH CONSUMERS SAY THEY AVOID SODA? ALL OF THEM. WHICH CONSUMERS BUY SODA? ALL OF THEM. SAY THEY AVOID OR ARE CONSUMING LESS SODA / PERCENTAGE THAT ACTUALLY BUYS SODA OTHER SODA TAKEAWAYS • Across brands, Teresa accounts for the most soda sales. • Teresa, Sandra and Joan are most important to Coca-Cola, Pepsi and Dr Pepper. • Stacey and Julia buy nearly a quarter of HFCS-formulated CSDs. DO SAY 0 20% 40% 60% 80% 100% 29 % 96 % SAY AVOID BUY SAY AVOID BUY SAY AVOID BUY SAY AVOID BUY 49 % 94 % 55 % 95 % 67 % 92 % WALTER JOAN JULIA STACEY 9% US HH SAY AVOID BUY 48 % 95 % SANDRA 13% US HH SAY AVOID BUY 32 % 95 % TERESA 18% US HH 17% US HH 15% US HH 16% US HH The Sweetener360 is a custom research study commissioned by the Corn Refiners Association and was completed in part by Nielsen and Mintel Consulting. The study brings together the results of online surveys completed by more than 11,500 primary shoppers of Nielsen’s Homescan Panel and hundreds of hours of in-home video journals. In addition, actual purchases from the Nielsen Homescan panelists were tracked from May 2012 through May 2013.

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The Sweetener360 is a customer research study commissioned by the Corn Refiners Association and completed in part by Nielsen and Mintel Consulting. The study provides an unprecedented segmentation analysis of 11,000 consumers, bringing together attitudinal research, shopper data and video interviews. No matter which ingredient each segment claimed to avoid while navigating the aisles of a grocery store, research shows that consumers buy sweetened F&B products proportionately to their makeup of the general population. Learn more: http://bit.ly/1eQbfiI.

TRANSCRIPT

Page 1: Consumers Say They Avoid Specific Ingredients But Purchase Behavior Shows They Do Not

9%US HH

CONSUMER SEGMENTS: WHAT THEY SAY

AttitudesBehaviorsValues

WALTER:NO HEALTH WORRIES

17%US HH

15%US HH

16%US HH

KEY TAKEAWAY

More than 50 percent of consumers say they avoid sweeteners even though actual purchase data reveals they don’t do what they say.

Download new white paper to learn what these segments mean to your brand.

The Sweetener360, commissioned by the Corn Refiners Association and completed in part by Mintel Consulting and Nielsen, surveyed more than 11,000 consumers to gain a complete picture of how consumer attitudes about sweeteners really affect shopping behavior for specific products and brands—within the context of six distinct consumer lifestyle segments.

SEPARATING FACT FROM FICTION: TAKING A CLOSER LOOK AT SODA ATTITUDES AND BEHAVIORSAll segments claim to avoid soda, but actual purchase data clearly shows that isn’t the case.

JOAN:

DIABETICS & DIETERS

STACEY:

ALL NATURAL

JULIA:

HEALTHY BALANCE SEEKERS

SODA29%

SODA55%

FRIED FOOD29%

FRIED FOOD60%

FRIED FOOD55%

FRIED FOOD74%

HFCS85%

HFCS80%

SODIUM32%

SODIUM60%

FAST FOOD29%

FAST FOOD60%

FAST FOOD56%

FAST FOOD74%

TERESA:

MAKING ENDS MEET SODA

48%FRIED FOOD56%

SODIUM53%

FAST FOOD55%

SUGAR55%

US HH18%

SUGAR76%

SUGAR72%

SWEETS25%

SWEETS59%

13%US HH SANDRA:

BUSY LIFE, TASTE OVER HEALTH SODA

32%FRIED FOOD39%

SODIUM39%

FAST FOOD43%

FATS/BAD OILS31%

FATS/BAD OILS51%

PROCESSED FOOD

71%

STACEY

I SCOUR THE INTERNET FOR WAYS TO EAT HEALTHIER. COST DOESN’T MATTER.

LOW SUGAR AWARENESS HIGH SUGAR AWARENESS

WALTER SANDRATERESA JOAN STACEYJULIA

WHAT THEY SAY THEY AVOID: THE TOP 5

Sweetener awareness across the six segments range from not worried at all to highly engaged in sweetener news.

SPECTRUM OF SWEETENER AWARENESS

WHICH CONSUMERS SAY THEY AVOID SODA?ALL OF THEM.

WHICH CONSUMERS BUY SODA?ALL OF THEM.

SAY THEY AVOID OR ARECONSUMING LESS SODA / PERCENTAGE THAT

ACTUALLY BUYS SODA

OTHER SODA TAKEAWAYS• Across brands, Teresa accounts for the most soda sales.

• Teresa, Sandra and Joan are most important to Coca-Cola, Pepsi and Dr Pepper.

• Stacey and Julia buy nearly a quarter of HFCS-formulated CSDs.

SAY

0 20% 40% 60% 80% 100%

29%

96%SAY AVOID

BUY

SAY AVOID

BUY

SAY AVOID

BUY

SAY AVOID

BUY

49%

94%

55%

95%

67%

92%

LTERJO

JULIA

STACEY

9%US HH

SAY AVOID

BUY

48%

95%

SAN

DRA

13%US HH

SAY AVOID

BUY

32%

95%

TERESA

18%US HH

17%US HH

15%US HH

16%US HH

The Sweetener360 is a custom research study commissioned by the Corn Refiners Association and was completed in part by Nielsen and Mintel Consulting. The study brings together the results of online surveys completed by more than 11,500 primary shoppers of Nielsen’s Homescan Panel and hundreds of hours of in-home video journals. In addition, actual purchases from the Nielsen Homescan panelists were tracked from May 2012 through May 2013.

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