While nearly all moms are aware of sugar sweeteners such as Splenda (98%), they have the most positive impressions about natural sugars such as honey, brown sugar, and sugar in the raw, according to PureCircle, a company that manufactures sugar sweetener Stevia, and marketing agency LaunchForce, a unit of the Wonder Group.
Although most sugar sweeteners contain zero calories, moms are most interested in reducing sugar consumption for both themselves and their children. Also, while it’s important that the product is “natural,” it doesn’t mean it has to be all natural, but rather that it comes from nature, says PureCircle’s Jason Hecker.
Some 85% of moms are concerned about their child’s sugar intake and they are also worried about the safety of the sugar alternatives, such as Splenda, saccharin, and aspartame. In fact mom is significantly more cautious about the products her child consumes than she is about her own consumption of these same products. [Food/Beverages]
Sources: LaunchForce, Tim Coffey, CEO, 312 Plum St., #100, Cincinnati, OH 45202; 513-357-2950; tcoffey@wondergroup.com; www.wondergroup.com.
PureCircle, Jason Hecker, Director of Marketing, 915 Harger Rd., #250, Oak Brook, IL 60523; 630-361-0374; consumerinsights@purecircle.com; www.purecircle.com.
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