2007-06-13

Fifty-five Percent of Consumers Avoid Sugar According to a New Report Released by The Hartman Group

BELLEVUE, WA, June 13, 2006 - According to the report released by The Hartman Group sugar is a top-of-mind concern for many consumers. The newest report titled Pulse Report: Sugar and Sweeteners from a Consumer Perspective, documents consumer's perspectives of sugar as a rising concern that has gained momentum culminating with the rise in popularity of the Atkins and South Beach Diets, both of which "taught" consumers to avoid refined white sugar and high fructose corn syrup.

"Sugar and sweetened products have a long cultural tradition of indulgence and reward in American society. Total avoidance of sugar and sweetened products is very difficult for many consumers, and for this large group their mindset currently seems to be to ‘try to avoid it,'" said Laurie Demeritt, President and COO for The Hartman Group.

The report finds that how Americans manage sweetness is becoming increasingly a divided issue. On one hand consumers view sweetened products as an important part of their lifestyle, while on the other hand they view it as a potential threat to their health. Findings show that while sugar is demonized strongly by one group of consumers at the same time sugar and all things sweetened are a celebrated taste, more so than ever before. This is self-evident in the strength of the market for so-called "indulgence" and luxury sweetened foods and the surging popularity of sucralose (Splenda).

Sugar from a Consumer Perspective shows that moderation appears to be a component of a healthy lifestyle especially when sugar is concerned. The report also suggests that food and beverage marketers should take heed due to the significant numbers of consumers seeking out products with less sugar, and are very mindful of sweeteners as ingredients.

Additional Findings:

• When asked "When you hear the word "sugar," which of the following do you think of?", 96% of respondents chose "refined white sugar" from a list of sweeteners.

• In addition 40% of respondents also attribute the term to high fructose corn syrup and corn syrup. This finding underscores that consumers are beginning to associate refined white sugar and corn syrups together as "sugar."

For More Information:
Blaine Becker
Director, Marketing & Communications
The Hartman Group, Inc.
(425) 452-0818, ext. 124
blaine@hartman-group.com
Web site: www.hartman-group.com

About the Report
Pulse Report: Sugar and Sweeteners from a Consumer Perspective examines the sugar and sweeteners of all kinds from the perspective of a diverse group of consumers across the United States. The survey was conducted in August 2005 by Hartman Interactive and polled over 1,076 consumers.

About The Hartman Group
The Hartman Group, Inc., founded 1989, is a full-service consulting and market research firm offering a wide range of services and products specializing on the health and wellness markets. The company's headquarters are located in Bellevue, Washington.