Tereos Sweeteners Research Reveals Taste is Key for Consumers

Consumer research commissioned by Tereos and conducted by leading market research group IFOP, reveals just how important taste is to consumers – but also shows they care about what they eat and its origin – even ahead of price.

Tereos offers a wide range of solutions ranging from locally produced organic sugar to fibers and proteins, while including lower calorie or even zero calorie sweetening alternatives such as stevia extracts. Combined with its reformulation expertise, Tereos meets the consumer expectations, reflected in this study.

Good for me, good for the planet

Over 6,000 online interviews* of consumers aged from 18 to 70 years old were conducted across six European countries (France, Italy, Spain, Germany, Netherlands and United Kingdom) which uncovered consumers’ knowledge and perception of sweeteners – and what drives their purchasing behaviors.

It is no surprise that pleasure remains the key purchasing factor for consumers buying sweet goods, with taste the top driver for purchasing decisions. However, close behind and ahead of price comes detailed ingredient labeling, and the perceived naturalness of the sweetener used.

European consumers are indicating their wish to buy healthier and more sustainable products and are paying closer attention to their sugar intake, with 55% of European consumers checking the sugar content of their purchases.

Tereos Marketing Director Guillaume Planque said: “The idea of ‘good for me, good for the planet’ is now absolutely mainstream and plays an important role in purchasing decisions – consumers want to know what’s in the food they eat, and where it comes from, even ahead of price. When consumers know the origin of sugar, a large majority recognize its naturalness, which is further strengthened when it is organic. This survey also highlights how local has become a priority.”

As part of the research conducted in November 2020, consumers were asked their views on a range of sweeteners like sugar; stevia; liquid sweeteners (fructose/glucose) polyols and High Intensity Sweeteners (HIS).

Purchasing reasons associated with sugar as a sweetener confirm previously identified consumer trends related to naturalness, localism (in the case of domestically grown beet sugar versus imported cane sugar) and positive environmental impact. In this context, the research illustrates how European grown organic beet sugar comes first in terms of consumers’ priorities versus other sucrose alternatives when origin is indicated.

After sugar, stevia is the best-known sweetening ingredient, recognized by 83% of respondents, far above other high intensity sweeteners (HIS). Stevia also has a positive image, with 54% considering it natural. This is the main reason it stands apart in the HIS category with the primary reason for its consumption being naturalness, with Italian and Spanish consumers having the highest opinion of stevia in Europe.

Positive opinion for liquid sweeteners

When it comes to liquid sweeteners, despite consumers’ limited knowledge of them compared to sugar, opinion is good, and they score highly on taste. For 90% of respondents the presence of liquid sweeteners in a product is not necessarily a concern, and only 10% state they would not consume liquid sweeteners. Further information on their plant-based origin and the manufacturing process would help them better understand these ingredients.

Guillaume Planque said: “the survey revealed significant differences within European consumers towards ingredients appreciation. For instance, consumers in Italy and the Netherlands have the highest opinion of cereal liquid sweeteners, which are recognized for their good taste. In Germany, consumers score Fructose, known as “Fruchzucker”, literally sugar of the fruit, higher than sucrose, showing again that names and labeling influence consumer perceptions.”

Views of other high intensity sweeteners  

Polyols and synthetic HIS are barely known by consumers, and where they are known, they tend to have a negative perception. Acesulfame K and sucralose are associated with health fears, and in France and Spain sucralose is seen as an addictive substance. Aspartame is perceived negatively by consumers and seen as harmful more than other alternatives, while it is also associated with bad taste.