Consumers Increasingly Sceptical About Anything Artificial In Food & Drink

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%)

Attitudes Towards Sweeteners

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 here

Read the original article on Kam City’s website

Sign up to our latest blogs and newsletters

Dr Debbie Parker
01959 563214
Article date - 29/04/2015
View all articles by this author

Let us know your thoughts


twitter in facebook google youtube

Welcome to Walnut Unlimited: The human understanding agency.

Marketing Sciences Unlimited has evolved into Walnut Unlimited: The human understanding agency. At the heart of our proposition is a single concept – human understanding –underpinned with no-nonsense science to generate purposeful insights.

We want to help you better connect with your customers and believe these human insights deliver brand growth.

Created by bringing together all four of the Unlimited Group’s insight agencies: ICM Unlimited, ICM Direct, Marketing Sciences Unlimited and Walnut Unlimited we will deliver a new offer which is greater than the sum of its individual parts.

To read more about Walnut Unlimited click the button below, but to continue to read this page please close this pop-up.