Coca-Cola Bows to Pressure About the Use of Artificial Sweeteners

The reputation of sweeteners is constantly fluctuating because of  the media, and with such mixed messages being thrown at consumers it’s no wonder that they’re confused about what is fact. We are bombarded with adverts that tell us using sweeteners aids weight-loss, reduces the risk of diabetes and is the ‘quick-cure’ that we have all been craving. Alongside this, researchers and news articles present findings that sweeteners are in fact  a cause for obesity, as well as a whole host of nasty side-effects including increased risk of cancer. It can be hard to separate the hype from the reality, especially when millions of dollars are on the line. This is especially true for Coca-Cola.

The pressure on Coca-Cola about their use of artificial sweeteners is growing every day. All the bad press concerning the safety of Aspartame, the widely used artificial sweetener which has been documented as being dangerous, is resulting in a fall in sales of diet sodas. Coca-Cola has recognised the consumer demand for ‘natural’ sweeteners, and in a bid to counteract negative press they are working on manufacturing soft-drinks using natural, low-calorie sweeteners.

Aspartame has given all sweeteners a bad name, and it has left consumers wary. The FDA has said that Aspartame is safe to use, despite receiving over 10,000 complaints associated with 91 known symptoms, as well as the persistent  theory that Aspartame could be linked to more series diseases like Cancer and Alzheimer’s.  Alongside this, a study which looks at the last 20 years has analysed the link between Aspartame consumption and Cancer and found a clear connection to Leukaemia.

Many consumers have concluded from this information that artificial sweeteners are bad, so natural and organic sweeteners must be the way forwards. Sweeteners are still seen as an essential tool to fight obesity and diabetes, and this is where the ‘natural sweeteners’ market has grown into its own. Natvia, an Australian natural sweetener derived from the Stevia plant is soon to be launched in the UK. It has no calories but is 300 times sweeter than sugar and has naturally been a part of the human diet for thousands of years. We are going to be seeing a great deal more of Stevia based sweeteners in the future, as synthetic Aspartame and similar sweeteners are edged out of the market from adverse press. 

There is another hurdle facing the reputation of sweeteners. There is some research to suggest that consuming sweeteners actually creates more sugar cravings in our body, because our brain knows that we have consumed something sweet but it isn’t rewarded with any calories. This leads to worse cravings and the increased likelihood of eating more, which is why some studies have said that the consumption of sweeteners is actually linked to weight gain and the increase of type-2 diabetes. Some doctors are now shifting their advice to recommend small amounts of real sugar, such as in fresh fruit, and avoiding sweeteners all together.

Consumers’ attitudes towards sweeteners are impacted by research and news stories, and their understanding of which sweeteners are artificial and which are natural make a huge difference to the market. The Industry Report Store has released a pioneering report which uses cutting-edge media analysis and consumer polls to examine consumer attitudes, brand awareness and perception towards sweeteners. It’s essential for any business who wishes to be a presence in the market to first understand consumer sentiment towards the product, which is what makes this market intelligent report such an effective business tool. With insight into health concerns, specific brand perception, which brands are being most discussed online and the factors influencing consumer decisions, this is a comprehensive report that will allow you to tailor your marketing and strategic planning in accordance to consumer demand.

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Global Consumers and Sweeteners Sentiment and Communication

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