Consumers have consistently expressed a desire to reduce sugar. But attitudes toward specific sweetening strategies, and which claims are most impactful, remain a moving target.
Cargill conducted consumer research to identify how sweetener-related package elements influence purchase decisions, digging into the differences sparked by demographics, product categories and more. Findings include:
- Generational groups most influenced by "no artificial" claims
- Significant increases in purchase intent for Clean Label Seekers
- Which categories were most influenced by front-of-pack claims