The sugar challenge
How brands can help consumers limit sugar consumption
Consumers say they are most worried about their body weight and they also frequently say they want to reduce the amount of sugar they eat. Globally, 28.5% say they are concerned about their sugar intake. Among older groups this concern can also be connected with issues around diabetes.
These sugar reducers represent an opportunity for brands to help with new products that meet people’s needs, often by reducing overall sugar levels or replacing it with artificial alternatives.
One market where consumers need help and where concerns about sugar intake and diabetes spike well above the global average is Mexico. More than 35% of people are worried about sugar intake (compared to 24% globally) and 46.5% are concerned about diabetes (22% globally).
Cranberry juice brand Ocean Spray has played its part with packaging that highlights its healthy features such as the lack of artificial flavours, high-fibre content and no added sugar. The result has been a 1.7 point increase in penetration year on year thanks to a 14% rise in spending by “reducer” households.
Another brand that is making it simpler for consumers to reduce sugar is FYS, a Brazilian drinks manufacturer.
In a competitive category, FYS launched a line of soft drinks with up to 50% less sugar, paired with a minimalist campaign: “Less Sugar and Less Marketing”. FYS combined its health credentials with environmental impact, committing to circular packaging certification. This dual approach has driven 19% year on year value growth, 60% more than the whole category.
