Following the news that PepsiCo will stop using aspartame in select diet brands in US after use of the artificial sweetener had led to declining sales, new consumer attitude statistics from Marketing Sciences suggest that UK consumers are also becoming increasingly sceptical about anything artificial in their food and drink.
A poll of 2,000 UK consumers found:
- 38% of UK consumers avoid artificial sweeteners as they are seen as worse for your health than sugar, which is a significant increase from 31% in 2012.
- 40% said they would buy more diet products if they used naturally occurring sweeteners rather than artificial sweeteners.
- Around three quarters (72%) of consumers feel that manufacturers need to do more to reduce the amount of sugar in food and drink.
- One in three people are concerned they consume too much sugar. Concern is highest among the young (45% for 18-34s vs. 32% for 35+ year olds)
- Almost half (47%) now actively look for brands with lower sugar content. This is more common for older (50+ yr old) consumers vs. younger 18-34s (53% vs. 44%)
We know from our work with food & drink brands that people are becoming increasingly sceptical about anything artificial. Consumer attitudes to natural sugar alternatives, like stevia, are more positive than their artificial equivalents.
To find out more about our work to understand consumer attitude to artificial sweeteners, you can download our free spotlight report hereSubscribe