The first, by Bernstein Research and conducted in November 2013, sought to understand why diet carbonates sales are falling faster than regular carbonates. The main reason, cited by 32%, was that ‘other drinks taste better’ and the next, raised by 26%, was ‘non-natural ingredients’. Non-natural ingredients were the principal concern for those aged 25-34.
The second, for Morgan Stanley, compared views in 2010 and 2013. Among concerns about soda, artificial additives ranked highest at 27% and high fructose corn syrup followed closely behind at 26%. 36% said they would prefer ‘natural zero calorie sweeteners’, up substantially from 23% in 2010.
It’s no wonder companies are working so hard to find solutions for this conundrum.
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