Sugar Summit 2016: Another Spoonful


Over the autumn we have been asking and observing thousands of families regarding their views and behaviour on the sticky subject of sugar.

Looking at how their sugar awareness, decision-making and purchasing behaviour have changed (if at all) over the last 12 months?

In our report ‘Sugar Summit 2016: Another Spoonful’ we reveal findings and valuable insights from our active ethnographic and survey research that we conducted. It is clear that there is an increased awareness of sugar, 2/3’s of families say they have taken steps to reduce their consumption of sugar in the last 12 months.

Below are the key trends that emerged with regard to their behaviour and attitudes towards sugar:

  1. The Trade Off – Most families choose what’s most liked or beneficial to them overall —and that is often a trade-off, i.e. A cereal that their child will eat that contains vitamin D, iron and fibre and the trade off is it contains some sugar.
  1. Cooking Cleaner – Half of all families have expressed they have actually taken steps to cooking from scratch. They feel more in control can actually save money as well as reduce sugar content.
  1. Sweetener Pushback – There is a rise in opinion of families wanting reduced sugar over artificial sweetener alternatives. Half of families now check for sweeteners on labels.
  1. Natural selection – Families are happy with natural replacements of sugar over refined sugar.
  1. Treats are Treats – They don’t want reduced sugar treats that compromise taste. Chocolate is chocolate. However, if a treat is still tasty and is less’ guilty’ they will embrace it i.e. Popcorn.

Several clear messages for food and drink brands came from the research:

  • Lead with the benefits about a product, not what’s been taken away.
  • Be honest and transparent about levels of sugar and sweetener content.
  • Keep labelling clear and concise and don’t over complicate the messaging.
  • Prefer to reduce sugar than add sweeteners.
  • On products designed for children show age appropriate recommended sugar levels.

If you would like a copy of our full Sugar Summit 2016: Another Spoonful report please contact me at or go on to our click here  and request a copy.