The 2013 Sweetener360 survey of 11,000+ US shoppers found that 75% claimed to regularly or occasionally read the nutritional information or list of ingredients on food labels, and more than 50% claimed to be avoiding sugars.
However, purchase data revealed that these shoppers "still buy sweetened products at the same rate as other segments”, while in unaided responses, only 4.6% read labels in order to avoid high fructose corn syrup (HFCS) specifically.
The Sweetener360 survey brings together the results of online surveys completed by primary shoppers of Nielsen’s Homescan Panel and hundreds of hours of in-home video journals. In addition, actual purchases from the Nielsen Homescan panelists were tracked from May 2012 through May 2013.
Click here to read a white paper on the results.
The study identified six distinct consumer types: