A survey conducted by flavoured water brand Perfectly Clear has revealed that in-store factors could play a role in British consumers’ increasingly complex relationship with sugar.
The survey of 1,000 UK-based consumers between the ages of 18 and 40 revealed that nearly 70% of respondents were concerned by the poor availability of sugar-free options in store, while 45% felt that there were not enough sugar-free drinks to choose from. Almost one in four consumers said that sugar-free beverages were not visible enough in supermarket chillers.
Expense was another concern, with 33.5% of those questioned stating that they believe sugar-free options are too expensive. And the vast majority of those questioned thought that flavoured water contained sugar, with 85% of respondents stating that they would purchase a sugar-free flavoured water offering, were it available to them.
Perfectly Clear sells a line of zero-sugar flavoured water drinks.
Maurice Newton, sales and marketing director for brand owner CBL Drinks, said: “The results of this survey have truly been an eye-opener. Customer concern about sugar is at an all-time high, and consumers seem to be struggling to find sugar-free options in store. As a brand, we have always prided ourselves on our competitive price point and zero sugar content, but it seems consumers are seeking greater availability and visibility of soft drinks that aren’t laden with sugar.”
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