Member Article

Humanise launch findings of Sugar Summit 2016:

Families are calling for food and drink brands to be more transparent when it comes to the amount of sugar and sweeteners in their products says new research. Consumers are trying to do more ‘cooking from scratch’ putting them in control of what they eat, as they try to avoid unnecessary sweeteners. This is a strong message from families asking brands to help them out with the ingredients they use to sweeten products.

Humanise the insight and innovation agency has released the findings of ‘Sugar Summit 2016: Another Spoonful’, which provides a window into kitchen cupboards and opinions of 1400 parents from across the UK on the sticky subject of sugar. The research used quantitative data, active ethnography, which they specialise in, and videos to collate behaviour and attitudes.

Christina Page Insight Director at Humanise said: “Over the last 12 months, the awareness of sugar content in products families buy has increased to 76 per cent, as more families are taking action on what they consume. The research shows that replacing sugar with sweeteners isn’t first choice for families, they are veering towards preferring natural sugars and this will only increase going forward.”

Highlights of the insight found: three quarters of families actively look for the sugar content on packaging while out shopping (half now take notice of sweeteners). 83 per cent use the front of the pack to be guided by the sugar content. While nearly two thirds say they have reduced their families sugar consumption over the last 12 months.

Key trends that came out of the research were an increased awareness of ingredients in products. 50 per cent of families admit to cooking more meals from scratch, not only does it mean they regulate the amount of sugar but they realise it can save them money and doesn’t mean that much extra time in preparation. In particular sauces were criticised, as parents believe they tend to be loaded with sugar. Instead families are using fresh ingredients like garlic, onions, tinned tomatoes and herbs to make their own (by their own admission most are not picking tomatoes from their greenhouse but going for tinned tomatoes is a step in the right direction). By eating and cooking cleaner, creating more meals themselves at least a few nights of the week, families feel that they are taking some control back. This behavioural change was instigated further by consumers watching the BBC One’s Eat For Less Show.

Greater awareness and concern about ingredients has seen a sweetener backlash start to rise as parents prefer more natural products. 2/3’s of parents said when they see ‘no added sugar’ they think sweeteners. 46 per cent of families would prefer food and drink products were sweetened with sugar, rather than sweeteners.. Parents admitted to swapping cordial and fruit juice for water and are calling for brands to reduce the amount of sugar in products, rather than replace with sweeteners.

During interviews carried out by Humanise, participants commented:

‘I don’t think products should have ‘no added sugar’. Because it’s usually disguised with sweeteners, which aren’t always good for you.“

“I avoid low fat options because they tend to include extra sugar or sweeteners. Not enough is known about the effect sweeteners have on the human body over time.”

“If I’m buying a sugary treat I want sugar! I don’t want a half-hearted version.”

“I buy cereal that my child will eat that contains vitamin D, iron and fibre and the trade off is it contains some sugar.”

Sugar Summit 2016 found that 49 per cent of families who took part are influenced on what to eat and what not to eat to by family and friends. With the second biggest influencer being online food and drink tips at 35 per cent.

Several clear messages for food and drink brands came from the research: Lead with the benefits about a product, not what’s been taken away. Be honest and transparent about levels of sugar content. Keep labelling clear and concise and don’t over complicate the messaging. On products designed for children show age appropriate recommended sugar levels.

In summary, parents think that natural sugar is better than sweeteners, everything in moderation is the secret to a healthy diet and if they are allowing their children a treat they would rather the product have natural sugar in it than sweeteners. Overall they believe providing a healthy diet for their families is a constant trade off, between benefits and what their children and families will actually consume and enjoy.

Manchester-based Humanise work with brands and creative agencies to bring authenticity relevance and empathy between brands and consumers. Humanise clients include, Soreen, Hipp, Pepsico, Bauer and Hasbro.

Any brand or agency wanting to access the full Sugar Summit 2016: Another Spoonful should contact Humanise: Lynne@humanisehq.com or go to their website to request a copy www.humanisehq.com

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Editors’ notes:

Humanise specialises in real life insight, innovation specialising in active ethnography, in-journey insight, trend driven innovation, customer journey mapping and families. Clients include PepsiCo, SyCo, Soreen, Hipp, Brentwood, Bauer, The Woodland Trust and Save the Children.

Humanise help brands to create authentic products and services that consumers love. www.humanisehq.com

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