GROCERY RETAILERS

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2014 Mintel Consulting, Global New Products Database

HFCS-Free: It's Not on Your Customers' Shopping List.

Whether it’s a quick stop for milk and bread or the weekly shopping trip for a growing family, every sale counts in grocery retailing. Rising food prices and shrinking consumer budgets are forcing grocers to run on ever-thinner profit margins. In such a business environment, knowing what matters most to customers is more than a competitive insight. It’s a matter of survival.

So what do shoppers really think of HFCS? Here’s what outside consumer research shows:

Among consumers, HFCS is not the concern—it’s total sugars.

In October 2012, Mintel Research Consultancy, a global provider of market intelligence, surveyed 2,400 primary household grocery shoppers about their attitudes toward sweeteners and HFCS. The survey included purchasing considerations for 12 high-volume food and beverage categories such as bread, yogurt and cold cereals. Key findings revealed:

  • In any given category, no more than 3% of consumers specifically avoid HFCS.
  • Fewer than 5% of consumers check labels for HFCS.
  • Nearly 80% of consumers are concerned about total sugars, not a specific type.

Shoppers aren’t buying HFCS-free products.

As part of a comprehensive review of retail products and the performance of their different sweetener formulation strategies, Nielsen data has been collected on an ongoing basis since 2010. The shopper data comes from all outlets combined, including Walmart, and covers the sales of 25 leading brands across more than 3,200 SKUs in beverages, baked goods and prepared foods.
 
What the receipts show is conclusive: Regardless of market strategy, brands that switch to HFCS-free formulations have continually seen flat or falling marketing share.

Get the most from your shelf space.

For you and your customers, every penny counts. So why give up valuable shelf space to products that won’t even make it to checkout? HFCS costs less than sugar. It’s nutritionally equivalent to sugar.1 And when it comes to helping you meet the margins and product turnover your business demands, it has no substitute.

1. American Medical Association, June 2008; Academy of Nutrition and Dietetics, May 2012; Center for Science in the Public Interest, March 2010.

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Thank you for your interest in learning more about high fructose corn syrup. You will receive email updates on news and information about this safe, versatile sweetener made from corn.

MINTEL STUDY:
FEWER THAN 3% OF SHOPPERS SPECIFICALLY AVOID HFCS IN 12 HIGH-VOLUME F&B CATEGORIES

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Mintel Study:
Examines Consumer Concern Across 12 Top F&B Categories

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MINTEL STUDY:
CONSUMERS ARE CHOOSING F&B BRANDS BASED ON TOTAL SUGARS

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MINTEL STUDY:
ACROSS BRANDS, CONSUMERS AVOID TOTAL SUGARS MORE THAN SPECIFIC TYPES

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MINTEL STUDY:
More Grocery Shoppers Concerned About Added Sugar Than HFCS

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Schedule your free GenerationWhy presentation today.

GenerationWhy is an unprecedented consumer research study that analyzes millennials and their attitudes around food and beverage ingredients. GenerationWhy is a custom study commissioned by the Corn Refiners Association. Respondents for the quantitative survey phase of the study were provided by Ipsos. Millennial participants in the qualitative phase were sourced through BuzzFeed.

WHAT’S THE RIGHT MIX FOR REACHING MILLENNIALS?

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Welcome

When it comes to sweeteners, making the right choice is critical to your brand and your bottom line.

At Corn Naturally, we'll help you make informed decisions with the latest facts on high fructose corn syrup (HFCS) from leading independent experts, including Mintel, Nielsen, NPD and top members and organizations of the scientific community. Come here for the tools and resources you need to make sound sweetener decisions.

How can Corn Naturally help me?

You may have specific questions and concerns related to your industry. Here's how Corn Naturally can help you find answers.

  • Food & Beverage Manufacturers

    Are you considering a change in sweeteners used in your products? Before you act, get the facts. Find out what consumers really think about HFCS, understand the true cost of reformulation and learn the latest on sweetener science at Corn Naturally.

    For answers on the concerns facing your industry, go to the Food and Beverage Manufacturers page.

  • Grocery Retailers

    Wondering how the sweetener debate fits into your retail strategy? At Corn Naturally, you can see what independent, expert research and real-world data reveal about true consumer attitudes toward HFCS and actual purchasing behavior.

    For answers on the concerns facing your industry, go to the Grocery Retailers page.

  • Chain Restaurants

    Will adding HFCS-free products to the menu increase sales? Find out what consumers really think of HFCS and how reformulating can impact your operating costs at Corn Naturally.

    For answers on the concerns facing your industry, go to the Chain Restaurants page.