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Everyday at Mintel
mintel.com
Todays presentation
Sugar &
sweetener
s
Sugar
reduction
Winners,
losers, the
opportunit
y
mintel.com
45
42
41
35
28
26
21
19
17
15
0
10
15
20
25
30
35
40
45
50
Source: GMI/Mintel
Base: 2,000 internet users aged 16+
mintel.com
%
50
48
50
43
41
40
52
37
34
34
36
30
20
10
0
All
Male
Female
16-24
25-34
35-44
45-54
55-64
65+
Women and consumers aged 45+ are far more likely to see low sugar
and sugar-free as a healthy option
5
Source: GMI/Mintel
Base: 2,000 internet users aged 16+
mintel.com
58
50
0%
Any agree
10%
20%
30%
11
31
14
36
40%
50%
60%
70%
80%
90%
100%
Any disagree
Source: GMI/Mintel
Base: 2,000 internet users aged 16+
mintel.com
60
49
48
48
41
30
28
25
18
15
10
20
30
40
50
60
70
After exercise, cutting back on fatty and sugary foods/drinks are the
2nd and 3rd most important actions taken to manage weight
7
Source: GMI/Mintel
Base: 1,394 internet users aged 16+ who have tried to lose weight/maintain a
healthy weight in the last 12 months
mintel.com
Apr09-Mar10
Apr10-Mar11
15%
Apri11-Mar12
10%
Apr12-Mar13
Apr13-Mar14
5%
0%
Soft Drinks
Breakfast
Cereals
mintel.com
40%
35%
30%
25%
20%
15%
10%
Apr11-Mar12
5%
Apr12-Mar13
0%
But acesulfame-k
and sucralose lead
and both have
shown growth in
9 use
Source:
GNPD
overMintel
time
Use of aspartame,
Apr13-Mar14
mintel.com
18%
16%
14%
12%
10%
8%
6%
4%
4%
2%
0%
Regular CSDs
In the US market diet / low cal CSDs take 34% share and are forecast
to grow by 2-3% per year over the next few years, following a period
of decline
10
Source: Mintel
mintel.com
6%
5%
0%
Low sugar
-5%
-10%
-15%
-20%
-25%
-21%
Standard
Juice drinks as a whole have benefited from a good value image and
active NPD, but low sugar variants have failed to capitalise on the
opportunity
11
Source: Mintel
mintel.com
12
47%
39%
29%
Source: GMI/Mintel
Base: 1,292 internet users aged 16+ who have bought fruit juice in the last three
months
mintel.com
Tropicana Trop50
Del Monte
Naturally Light
13
mintel.com
mintel.com
15
44%
34%
32%
Source: GMI/Mintel
Base: 937 internet users aged 23+ who have bought snacks for their child (aged
7-15)
mintel.com
16
Contains naturally
occurring sugars
mintel.com
17
41%
38%
29%
Source: GMI/Mintel
Base: 1,846 internet users aged 16+ who use breakfast cereals
mintel.com
Front-of-pack:
less than 9g sugar
per portion
Added calcium
Wholegrain
Nutrition panel:
28.7g sugars per
100g (previously
35.9g/100g)
mintel.com
Front-of-pack:
no added
nonsense
Sweetened with coconut
blossom nectar, which
has a lower GI
compared to other
sugars
Nutrition panel:
18g sugars per 100g
Bear Alphabites, UK
19
mintel.com
20
33%
29%
49%
Source: GMI/Mintel
Base: 1,602 internet users aged 16+ who have bought yogurt in the last 3
months
mintel.com
Yogho! Yogho!
drinking yogurt, NL
21
mintel.com
Glenisk Organic
Go-Yos, Ireland
22
mintel.com
10%
Apr09-Mar10
8%
Apr10-Mar11
Apri11-Mar12
6%
Apr12-Mar13
4%
Apr13-Mar14
2%
0%
Sweet Spreads
Sweet Biscs,
Cakes
Desserts/ Ice
Cream
Sauces/
Dressings
mintel.com
Belvita
McVities
Digestives
The healthier
biscuits segment
declined in value
terms by 5.4% from
2012-2013.
Competition has
come from breakfast
biscuits: healthy
positioning without
referencing the terms
light or diet.
24
Source: Mintel
mintel.com
In sauces and
dressings most
examples of reduced
sugar products are
overtly healthoriented brands, e.g.
Weight Watchers.
But leading brands
and private label offer
light (low sugar)
alternatives
25
mintel.com
Conclusions
Sugar as
priority
26
The reality
The
consumer
Future steps
27
Stealth
health
Stevia
& more
Comms
Balance
David Jago
Director of Innovation & Insight
+44 207 606 4533
Tel
Email
djago@mintel.com
Twitter @mintelnews
2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
mintel.com
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