Parents’ Attitudes Toward Sweetening and...

Copyright © 2009-2010 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org1

Dave Tuchler | Tate & Lyle | July 12, 2010 | Dallas, TX

Parents’ Attitudes Toward Sweetening and Sweeteners

Copyright © 2009-2010 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Confidential


• Transform corn and sugar to value-added ingredients

• $6 billion global sales• 5,700 employees• London-based• US HQ: Decatur, IL• Serve food, beverage,

pharmaceutical, cosmetic, paper and building industries

A Global Supplier of Renewable Food Ingredients


A Global Supplier of Renewable Food Ingredients

FOOD STARCHESUsed by food and drink producers to add texture and body and to enhance mouthfeel

CORN SWEETENERSUsed in soft drinks and foods to provide sweetness, mouthfeel and energy

ACIDULANTSUsed to enhance flavor and preserve a wide range of foods, beverages and pharmaceuticals

SUGAR & SYRUPSFor food and beverage ingredient use; also a strong retail presence in the UK

SUCRALOSEA no-calorie high-intensity sweetener used in over 4,000 foods and beverages worldwide (also known as SPLENDA® Sucralose)

SPLENDA® and the SPLENDA® logo are trademarks of McNeil Nutritionals, LLC


• Value-added, full-service (R&D, quality, customer service)

• Fact driven– Regular global consumer

research – 16 major studies since 2004

– Focus: sweetener attitudes, moms, trends

• Good health driven by moderation, balance in calories, and exercise

Caloric balance is like a scale. To remain in balance and maintain your body weight, the caloriesconsumed (from foods) must be balanced by the calories used (in

normal body functions, daily activities, and exercise).*

Tate & Lyle’s Approach

Caloric Balance Equation

CALORIES IN

FoodBeverages

CALORIES OUTBody FunctionsPhysical Activity

*Source: Centers for Disease Control and Prevention


1970-2000:• Calories per capita

among school-aged children remained relatively constant from 1970 until the mid-1980s, then increased

• Energy increase is derived largely from carbohydrates

Source: Food Consumption Data System, Economic Research Service, U.S. Department of Agriculture

More Calories In- And The Mix is Changing


*Centers for Disease Control, Youth Risk Behavior Surveillance, May 2004**Centers for Disease Control ***NPD Group****Robert Wood Johnson Foundation, August 2008*****National Bicycle Dealers Assn

Fewer Calories Out

• 45% of high school children had insufficient or no physical activity in 2003*

• In 2005, 28.4% of children had daily participation in school PE in 2005, vs. 41.6% in 1991**

• Since 2000, over 100 million video game consoles were sold in the US***

• In 2001, only 13% of children walked or biked to school, vs. 41% in 1969****

• 10.2 million bikes sold in the US in 2009, down from 15.2 million in 1973*****

HAPPY

FLABBY


If You’re Not Sure Kids’ Habits HaveChanged That Much in 20 Years


School Nutrition Directors are on the Front Line, and Under Extreme Pressure

Pressing Issues Identified by SN Directors

District Level National Level

Top TierFunding 51%

Cost of food/food preparation 49%

Funding 62%

Childhood obesity 51%

Middle Tier

Local school wellness policy implementation

Childhood obesity

Employee recruitment /retention

Food safety/HACCP

State or local nutrition policies

Customer satisfaction

Cost of food/food preparation

Local school wellness policy implementation

Food safety/HACCP

Employee recruitment /retention

State or local nutrition policies

SNA 2007 Trends Report


Milk Consumption“There has been an 88% decrease in total calories contained in all* beverages shipped to schools since 2004.”

Some Great Progress Has Been Made- But not with overall milk consumption

Source: USDA

*Unfortunately, this does not include milk.Milk consumption has been steadily declining.


• Milk is critical to nutrition– Important source of key nutrients for school-aged kids*– 8 oz milk is a required offering in all NSLP and SBP

meals

• Flavored milk drives the entire school milk category– 66% of all milk served in schools**– When flavored milk is removed, overall milk

consumption declines and a lot of milk is wasted***

*Source: USDA, Dietary Guidelines for Americans, 2005**Source: USDA, School Nutrition Dietary Assessment Studies I and III, 2005***Source: Murphy, Douglass, Johnson - Journal of the American Dietetic Assn, 2008

Milk is Key to Children’s Nutrition- And flavored milk is the key to milk consumption


Excellent Low-fat Flavored Milks Exist- But is it possible to further lower calories and sugar?

Full-Calorie vs. Low-Fat Chocolate Milk

Typical Full-Calorie Chocolate Milk Typical Low-Fat Chocolate Milk

Calories Per Serving (8oz) 240 150-170

Sugar Per Serving 27 grams 24-27 grams

Fat Per Serving 8 grams 2.5 grams


Typical Full-calorie

Chocolate Milk

Typical Low-Fat

Chocolate MilkOption A Option B Option C

Calories Per Serving (8oz) 240 170 160 140 110

Sugar per serving 27 grams 25-27 grams 25 grams 19 grams 12 grams

Fat per serving 8 grams 2.5 grams 2.5 grams 2.5 grams 2.5 grams

Sweetener(s) Sugar or HFCS Sugar or HFCS Sucrose, Fructose

HFCS, Sucralose Sucralose

Additional Low-fat Milk Options Exist- All are real products, commercially available now

Other Low-Fat Milk Options


Meet nutrition requirements

Cost effective

Tastes good

Suitable for kids 5-18

Realistic Solutions Must Meet Key Targets


14

• “I always avoid…”• “I will not give my child…”• “All good Moms reject…”

• Anecdotal evidence• “It’s from the internet, it

must be true”• Focus Group Syndrome• Opinion without context

What Do Moms Think About Sweeteners?


• 2004/05 – Overall Health & Wellness Attitudes – Quantitative (US, UK, France, Germany)• 2005 – Attitudes – Dairy – US – Qualitative• 2005 – Moms & Kids – Perceptions/Attitudes – Qual.• 2005 – SPLENDA® Logo – perceptions (US) – Quant.• 2006 – Health, Sweetening Attitudes (Canada) – Qual.• 2006 - Health, Sweetening Attitudes – Hispanics (US) – Qual.• 2006 – Sugar Blending – perceptions/appeal (US) - Qual/Quant.• 2007 – Sugar Blending – how to communicate blending (US) - Qual.• 2007 - European Sweetening Attitudes – Quant. (UK, Germany, France, Italy, Spain, Russia)• 2007/08 – Overall Health & Wellness Attitudes (China) – Qual/Quant.• 2008 – Sweeteners/ Logo – perceptions (US) – Quant. (4000)

- diabetic, ethnic, parents/children, category-specific detail• 2008 – SPLENDA® Logo – on-package perceptions (Mexico) – Quant.• 2009 – Sweeteners/ Logo/Natural – perceptions (US) – Qual/Quant. (1087)• 2010 – SPLENDA® Logo /sweetener perceptions (Australia)• 2010 – European Sweetening Attitudes – Quant. (UK, Germany, France, Italy, Spain) (5000)• 2010 – Sweeteners and Sweetening habits (US) – Quantitative (3000)

Summary of proprietary Tate & Lyle consumer insights research

Tate & Lyle Consistently Tracks These Attitudes


Consumers Think Some ProductsContain Too Much Sugar

Strongly Agree

Somewhat Agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

25%33%26%10%6%

30%31%26%8%5%

61%

Base = 329

Base = 758

“I think products often contain too much sugar”

Adults

Parents

Source: Illuminas US Online Study September 2009

58%


Which, if any, of the following have you heard of?*


*Aided Awareness

Base = 1087

50%+ Awareness

Not All Sweeteners Are Created Equal- Most well known sweeteners are familiar 60-90% of Americans


Which would you be most (least) comfortable with being used as ingredients in the food and drinks you consume?

Choose up to three.

Most Comfortable

Not highly controversial

Felt Least Comfortable

Base = 1087

Sweeteners Have Fans & DetractorsSome more positive, some more negative, some polarizing, some not


15% or more felt ‘Least Comfortable’


15%24%29%15%17%

On a scale of 1 to 5, where 1 is ‘not at all comfortable’ and 5 is ‘extremely comfortable,’ please indicate how comfortable you are with the following sweetening ingredients being used in the food and drink products you consume.

14%26%35%14%11%

68% Total Comfortable/ Not Uncomfortable

32% Total Uncomfortable

25% Total Uncomfortable

75% Total Comfortable/ Not Uncomfortable

Comfort Level with High Fructose Corn Syrup

Comfort Level with Fructose

Extremely comfortable

Somewhatcomfortable

Neither comfortableOr uncomfortable

Somewhat uncomfortable

Extremely uncomfortable

Majority of Consumers are NOT Negativeabout HFCS or Fructose

Base= Total Sample (1004) Source: Illuminas US Online Study May 2009


*For this question, non-acceptance is indicated by disagree rating – neutral classified as ‘no objection’

Source: Illuminas US Online Study January 2008

Appeal of Sweeteners Must be Measuredin Context of Benefits

I’d like to see the amount of sugar in food and drink products for my child reduced through the replacement of some sugar with a no-calorie sweetener, provided it doesn’t change the taste.

of Parents of Children 3-15 Accept Use of No-Calorie Sweeteners to Reduce Sugar

% Neutral/Somewhat or Strongly Agree

Age of Oldest Child in Household

Age 3-5 66%

Age 6-8 78%

Age 9-12 75%

Age 13-15 74%

Base = 416

Base = 260

Base = 269

Base = 260

72%


80% Of Parents Accept The Use of Sucralose To Reduce Sugar Levels For Their Children

Consistent with 2007 measurementBase = 329

As you may be aware, sucralose provides sweetness but has no calories. How appealing is it to replace some of the sugar with a small amount of sucralose in the food and drink products you buy for consumption by your oldest child under 16?


18%24%35%8%12%

2009

80% Appeal/Accept

Very appealing

Somewhat appealing

Neither appealing nor unappealing

Somewhat unappealing

Not at all appealing


Moms evaluated labels of two chocolate milk options for their kids(test material did not have red highlight circles)

Chocolate milk served in schools currently has 170 calories per 8 oz. serving. It is possible to reduce the calories to 120 through a formulation change to reduce added sugars.

Which version of chocolate milk would you prefer for your oldest child under 16?


The Chocolate Milk Test


• Even 54% of HIS Rejecterschose the Sucralose version!

• What people say is often different from what they do

70% of Parents Preferred a Sucralose SweetenedReduced Sugar Chocolate Milk Over a Typical Low-Fat Milk


15%Selected 70%

Selected


Which version of chocolate milk would you prefer for your oldest child aged under 16?

Base = Parents who expressed

a preference

Base = 1205

82%


Appeal was strong across all children’s age groups

With Sucralose 70%

Without Sucralose 15%

No preference 9%

Neither 6%

Total Parents

78%

Age 3-5Base = 386

78%

Age 6-8Base = 228

82%

Age 9-12Base = 232

80%

Age 13-15Base = 241

90%

Preference for reducedcalorie milk

Of those with a preference


Base = 831

You said that you prefer Option B [with sucralose] of the chocolate milk for your child. Why do you feel this way?

The Driver Was Calorie/Sugar Reduction

Base = 1205


70%

1%

3%

3%

3%

10%

13%

32%

34%

Good/same taste

Contains skim milk/other ingredients

Contains protein

No/less sodium/carbs

No/less fat

Healthy/Nutritious

No/less sugar

No/less calories


NEW UPDATE – 2010 STUDY

Drink A Drink B Prefer A (%) Prefer B (%) Either (%) Neither (%)

Reference (full HFCS) - 170 Calories Sugar and Fructose blend - 160 Calories 3 4 78 16

Reference (full HFCS) - 170 Calories Optimized - HFCS and Sucralose blend - 140 Calories 9 69 14 8

Reference (full HFCS) - 170 Calories Sucralose - 110 Calories 6 81 11 2

Reference (full HFCS) - 170 Calories Optimized - Sugar and Sucralose blend - 140 Calories 5 78 13 5

Reference (full Sugar) - 170 Calories Sucralose - 110 Calories 7 85 6 3

- Consumers (parents) chose between ‘Reference’ (170 calories, either HFCS or sugar-sweetened), and one alternative (calories and sweeteners noted)-(full ingredient labels were shown)

Key Takeaways:- Majority (69%-85%) chose the reduced calorie/sugar alternative-10 calorie difference does not seem to be enough to change people’s minds- in sucralose-sweetened version, preference was almost identical even when reference was sugar-sweetened (vs HFCS)


Summary

• Schools have tremendous influence over kids’ health

• Driving milk consumption is important– And flavored milk drives overall milk consumption

• Options exist that can help in the goal of further reducing calories– And a wide variety of sweeteners is acceptable to parents

• The growing obesity problem requires courage in challenging conventional wisdom, to deliver solutions that make a difference

– Chocolate milk is an excellent opportunity

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Parents’ Attitudes Toward Sweetening and...

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