According to new study, consumers begin to distinguish between "good" and "bad" carbs.
12 September, 2015, Basel - New quantitative consumer research commissioned by functional ingredients manufacturer BENEO shows that consumers perceive sugar as both a ‘friend and foe’ in their nutrition. Consumers’ main motivation for sugar reduction in their nutrition was because of its negative effects on their health.
58% of those respondents who wanted to eat less sugar said that their major driver was to control their weight. Also, the detrimental long-term effects of sugar consumption such as diabetes were a concern, being mentioned by nearly one out of three consumers who were trying to cut their sugar intake. Although wanting to reduce the amount of sugar consumed, respondents were not prepared to forego the feeling of sugar-like indulgence: 60% said that they ate sugar because they liked the taste and one out of three participants (33%) responded that sugar improved their overall mood.
Despite consumers seeing the benefits of less sugar intake, they also recognised that carbohydrates are the major energy source for body and brain. 46% of respondents stated that the main reason they consumed carbohydrates was that they "give energy".
At the same time, consumers are starting to differentiate between different types of carbohydrate, with more than one out of two participants making a distinction between ‘good’ and ‘bad’ carbohydrates.
Read more about the study here.