Consumers continue to demonstrate concerns about excessive sugar intake The war on sugar will intensify because of COVID-19 Sugar has long been the number one dietary evil amongst consumers because of the association with rising levels of obesity and diabetes across the globe. Moreover, there has been a high level of scrutiny towards the level of sugar in soft drinks over the last decade, especially in product categories such as carbonates and energy drinks because products are associated with offering no nutritional value whilst being high in 'bad' ingredients. This is something that appears to have resonated with consumers. FMCG Gurus research shows that at any one time, around four in ten consumers are trying to lose weight. When it comes to strategies taken to address excessive waistlines, sugar reduction is one of the most popular strategies adopted alongside increasing intake of fruit and vegetables and reducing snacking. This shows how consumers have a negative attitude towards sugar.
Proportion of consumers whowhoare currently Proportion of consumers are currently trying to trying lose weightto lose weight Global: 39%
Africa/ME: 35%
Asia-Pacific: Europe: Proportion of 44% consumers who are currently trying 37% to lose weight
North America: 45%
South America: 42%
Global: 39%
who are looking to lose weight by reducing sugar intake Africa/ME: Proportion of consumers Asia-Pacific: Europe: North America: Consumers who are trying to lose37% weight 35% 44% 45%
South America: 42%
Proportion of consumers who are looking to lose weight by reducing sugar intake Africa/ME: Asia-Pacific: South America: Consumers who are trying Europe: to lose weight North America: Proportion of consumers 61% 51%who are looking to lose weight 51%by reducing sugar intake 50% 36%
Global: 52%
Consumers who are trying to lose weight
Global: 52%
Africa/ME: 61%
ProportionAsia-Pacific: of consumers who actively tryingEurope: to improve their diet 51% 51%
North America: 50%
South America: 36%
Global: 57%
Africa/ME: 66%
Asia-Pacific: Europe: Proportion of consumers who actively trying to improve their diet 56% 55%
North America: 52%
South America: 58%
Africa/ME: Europe:to avoid added sugars North America: Proportion of consumers whoAsia-Pacific: say that they make conscious attempts in products 66% 56% 55% 52%
South America: 58%
Source: Country Profile survey Q1 2019/Q1 2020 Global: 57%
Concern about excessive sugar intake is something that will intensify in importance in 2020 and beyond Global:
Africa:
Asia-Pacific:
Europe:
North America:
South America:
of consumers is who say49% that they make conscious added sugars inof products 51% of COVID-19. Proportion 58% pandemic 52% to avoid 60% 48% because The something that has attempts created high levels uncertainty amongst
consumers and created significant disruption to daily lives. In turn, this is something that has had a Proportion of consumers who say a product is healthy if it carries a zero sugar claim
Global: Africa: Asia-Pacific: Europe: America: America: significant impact on mental wellbeing, as consumers worry about a variety ofNorth issues such as theSouth health 51% 58% 49% 52% 60% 48%
and wellbeing of themselves and the state ofEurope: the economy and the ability to deal Global: Africa/ME:and loved ones, Asia-Pacific: North America: Southwith America: 47%
40%
Proportion of consumers who say a product is healthy 45% if it carries a zero sugar claim 48% 46%
daily living costs. All of this has led to consumers seeking out comfort food and drink for moments of
56%
escapism, something which has led to consumers increasing their sugar intake as when it comes to such Global:
Africa/ME:
Asia-Pacific:
47% 40% less attentive to 46% occasions, they tend to be nutritional intake.
Europe: 45%
North America: 48%
South America: 56%
Now the pandemic has peaked but many fear a second wave, they are re-evaluating their eating and drinking habits closely in order to maximize their health and wellness and minimize their vulnerability to disease and illness; something that will increase their monitoring of sugar intake, at least in theory.
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