Sugar Producer

20 SUGAR PRODUCER | JUNE/JULY 2023 is is where consumer research is vital to our efforts. Every other year the Sugar Association surveys U.S. consum- ers to get the pulse of their sentiments regarding sugar. ese surveys enable us to connect with consumers and iden- tify both what they want to know and how receptive they are to the messages we want to share. is type of research is crucial for developing and testing messages aimed at increasing consumer confidence in sugar, all the while ad- dressing misperceptions and identifying trends over time. In March, the Sugar Association con- ducted its 2023 survey of 1,500 consum- ers. Our primary objectives this year were to check in on the current percep- tions of sugar and other sweeteners as well as to see if our current messaging still resonates with consumers. e results confirm that many of the messages we have been sharing still resonate and, importantly, are making a difference. MORE CONSUMERS RECOGNIZE SUGAR IS NATURAL We first identified we had a prob- lem when, in our 2017 survey, only 29 percent of people viewed "table sugar" as naturally occurring. at number has increased over the years and now nearly half of all survey respondents see table sugar as a naturally occurring sweetener, suggesting people are more familiar now with sugar's origin and how it gets from farm to table. While table sugar being seen as nat- ural is on the rise, the association with Effective communication is an ongoing process that requires listening to and understanding our audiences and meeting them where they are with information they are interested in hearing. Real Sugar Really Resonates Survey shows message is having an effect in perceptions FROM THE SUGAR ASSOCIATION By Courtney Gaine, R.D., Ph.D., President & CEO natural is even higher when consumers are asked about sugar, real sugar, beet sugar and cane sugar. ese findings affirm that our real sugar messaging efforts are important, yet there is still work to be done connecting sugar to the plants and to the farms. Bringing this research to life, when tested, the simple message "Real sugar is made by sugar cane and sugarbeets grown on a farm" not only tells consum- ers where real sugar comes from but increases confidence for 85 percent of consumers that sugar can be part of a balanced diet. CONSUMERS INCREASINGLY FEEL SUGAR HAS A ROLE IN A BALANCED DIET - see figure 1 Compared to our 2021 survey, consumers are significantly more likely to agree that sugar plays a role in a bal- anced diet. And while consuming sugar in moderation is a growing priority for Americans, fewer are cutting it out of their diet completely. is year, 58 percent of survey respondents felt an increased confidence in their ability to manage their sugar intake, which is up from 40 percent two years ago. at's a trend we'd like to see continue. CONSUMERS CRAVE KNOWLEDGE OF HOW MUCH SUGAR IS RECOMMENDED IN THE DIET More than 80 percent of consum- ers now say it is important to know the Dietary Guidelines for Americans recommendations for sugar, up from 75 percent in 2021. Knowing the guidelines for sugar, which allow for 12 teaspoons figure 1

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