- Annual research study 2015 Sweetener360 reports that though consumers are more conscious of sugars in food, that hasn't stopped them from purchasing sugary products.
- The Nielsen and Mintel Consulting study, commissioned by the Corn Refiners Association, showed that six segments of consumers, spanning those with no health concerns to people dedicated to "all-natural" and less sugary foods, were more aware of better health and wellness trends, but their grocery purchases did not reflect that mindfulness.
- Age was another factor in the study. More than any other age group, nearly half of millennials say it's worth it to pay more for "better for you" sweetened products, but this age group comprises about 22% of consumers who buy high-fructose corn syrup-sweetened foods and 21.2% of all products sweetened with sugar.
While this study's results may be eye-opening for consumers, the results affect food companies as well, in particular the ways these companies sweeten and market their products. Vice President of The MSR Group and Sweetener360 research analyst Sara Martens says, “If food and beverage manufacturers want to deliver against true consumer demand, they should base their decisions on purchase data instead of misinformed buzz on what consumers claim to avoid.”