Consumer research commissioned by Tereos has revealed that the taste of sweeteners is crucial to consumers, with ingredient labeling and naturalness following closely behind – even ahead of price.

“The idea of ‘good for me, good for the planet’ is now mainstream and plays an important role in purchasing decisions – consumers want to know what’s in the food they eat and wher it comes from,” says Guillaume Planque, marketing director at Tereos. 

The report reaffirms Tereos’ offer to extend the possibilities and options of its customers to meet consumer expectations. 

Tereos offers a range of locally produced organic sugar solutions to fibers and proteins while including lower calorie or even zero-calorie sweetening alternatives such as stevia extracts. 

Good for me, good for the planet
Over 6,000 online interviews with consumers aged from 18 to 70 years old were conducted across six European countries (France, Italy, Spain, Germany, the Netherlands and the UK), which uncovered consumers’ knowledge and perception of sweeteners – and what drives their purchasing behaviors. 

It came as no surprise that pleasure remains the key purchasing factor for consumers buying sweet goods, with taste the top driver for purchasing decisions. 

However, close behind and ahead of price comes detailed ingredient labeling and the perceived naturalness of the sweetener used, says Tereos. 

“When consumers know the origin of sugar, a large majority recognize its naturalness, which is further strengthened when it is organic. This survey also highlights how local has become a priority,” Planque notes.

Paying attention to sugar intake
European consumers are indicating their wish to buy healthier and more sustainable products. They are paying closer attention to their sugar intake, with 55 percent of European consumers checking the sugar content of their purchases.

As part of the research, consumers were asked their views on a range of sweeteners like sugar, stevia, liquid sweeteners (fructose/glucose), polyols and High Intensity Sweeteners (HIS). 

Purchasing reasons associated with sugar as a sweetener confirm previously identified consumer trends related to naturalness, localism (in the case of domestically grown beet sugar versus imported cane sugar) and positive environmental impact. 

In this context, the research illustrates how European grown organic beet sugar comes first in terms of consumers’ priorities versus other sucrose alternatives when the origin is indicated. 

Stevia’s popularity
Recognized by 83 percent of respondents, far above other HIS and is particularly well-known in Germany.  

Stevia also has a positive image, with 54 percent of respondents considering it natural. 

This is why it stands apart in the HIS category. Its primary reason for its consumption is naturalness, with Italian and Spanish consumers having the highest opinion of stevia in Europe.   

Positive outlook for liquid sweeteners
When it comes to liquid sweeteners, despite consumers’ limited knowledge of them compared to sugar, opinion is good and they score highly on taste.

For 90 percent of respondents, the presence of liquid sweeteners in a product is not necessarily a concern and only 10 percent stated they would not consume liquid sweeteners. 

Further information on their plant-based origin and the manufacturing process would help them better understand these ingredients. 

“The survey revealed significant differences within European consumers toward ingredient appreciation,” adds Planque. 

“For instance, consumers in Italy and the Netherlands have the highest opinion of cereal liquid sweeteners which are recognized for their good taste. In Germany, consumers score Fructose, higher than sucrose, showing again that names and labeling influence consumer perceptions.”

Negative perceptions?
According to Tereos, polyols and synthetic HIS are “barely known” by consumers and wher they are known, they tend to have a negative perception. 

Acesulfame K and sucralose are associated with health fears and in France and Spain, sucralose is seen as an addictive substance. 

Aspartame is perceived negatively by consumers and seen as harmful more than other alternatives, while it is also associated with bad taste.   

“Commissioning research like this, focusing on consumers trends and needs, provides us with valuable insight as a basis to continue the development of one of the broadest ranges of sweetening solutions on the market,” continues Planque. 

“This provides Tereos’ customers with options for their consumers spanning sugar, HIS and full- to mid-range, as well as zero-calorie alternatives using stevia extracts. This range, combined with our Sweet&You reformulation service, allows our customers to meet their consumers’ demands for local products made sustainably,” she concludes.