Last week, Nestle announced its scientists have discovered how to alter sugar in a way that makes it seem sweeter on the tongue; thus reducing the amount of sugar in a candy bar. The Swiss sweet maker estimates sugar in its candy bars could be reduced by up to 40%.
We’ll start seeing this new sugar tech in 2018 according to Nestle.
The war on sugar has been waged for some time now, with consumers shifting their food concerns away from chemical preservatives to added sugar content.
Could this new gastro-technology allay those who are fearful of fructose?
32% responded that although they buy Nestle candy bars now, a change in sugar content won’t make them buy more. These shoppers are less likely to buy organic groceries and more likely to be regular fast food diners.
What surprised me was the 27% that don’t buy Nestle bars, and still won’t buy them after this change.
These candy avoiders are more likely to prepare their own meals at home or dine at a local independent restaurant if they eat out. If Nestle is hoping to sway these healthy eaters to indulge, the strategy might not pay off.
While not tied directly to the consciousness of sugar intake, it’s clear that these two groups hold different priorities when it comes to food.
The dietary element, less sugar, is certainly front and center in this announcement, but it’s also worth looking at it from a technology standpoint.
The 17% who responded, “I buy Nestle candy bars, but this would increase my purchases,” are more likely to be early adopters. It’s not a majority, but seeing early adopters jump on this trend could be a good indicator for Nestle.
Similarly, those who responded, “I don’t buy Nestle candy bars, but would consider purchasing them now,” have an interest in smart home automation products and wireless speaker systems. They may not be early adopters, but they have an interest in technology trends. Although they weren’t customers before, Nestle could win this 17% over–indeed a win for the candy maker.
If trend chasers take an interest in Nestle’s new sugar, the candy behemoth might have a hit on its hands. By approaching this breakthrough from a tech rather than health perspective, Nestle could see a rise in sales from trend-conscious early adopters.
