http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/?utm_source=rss&utm_medium=rss&utm_campaign=the-new-sugar-about-to-hit-the-big-time Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39118 lieben Fri, 06 Mar 2009 03:48:02 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39118 Interessante Informationen. Interessante Informationen.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39117 Ted Mininni Mon, 12 Jan 2009 18:55:48 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39117 Right, Mathieu. Gums that claim to be sugar-free may not have refined white sugar in them, but they do have sweeteners like sorbitol, which some consumers do not like. If stevia does well commercially, companies that make chewing gum will likely consider it as a sweetener in future. Thanks for weighing in, Mathieu. Much appreciated. Right, Mathieu. Gums that claim to be sugar-free may not have refined white sugar in them, but they do have sweeteners like sorbitol, which some consumers do not like. If stevia does well commercially, companies that make chewing gum will likely consider it as a sweetener in future. Thanks for weighing in, Mathieu. Much appreciated.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39116 Mathieu Powell Mon, 12 Jan 2009 18:41:49 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39116 I for one would pay a premium for chewing gum that uses stevia. The only choice available now are laden with sugar or artificial sweetners. I for one would pay a premium for chewing gum that uses stevia. The only choice available now are laden with sugar or artificial sweetners.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39115 Ted Mininni Mon, 12 Jan 2009 17:25:59 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39115 Another great point, Lee. Many consumers are concerned that an herbal-based product such as stevia might have an off taste or add a strange aftertaste to a food or beverage. I know some people don't mind the taste of stevia, but others find it takes a bit of getting used to. It depends largely upon personal sensitivity, I suppose. Has anyone who has used stevia, besides Elena, an opinion about this? Thanks, Lee, for asking about this issue. Hopefully we'll get input from DF readers on this. Another great point, Lee. Many consumers are concerned that an herbal-based product such as stevia might have an off taste or add a strange aftertaste to a food or beverage. I know some people don’t mind the taste of stevia, but others find it takes a bit of getting used to. It depends largely upon personal sensitivity, I suppose.
Has anyone who has used stevia, besides Elena, an opinion about this?
Thanks, Lee, for asking about this issue. Hopefully we’ll get input from DF readers on this.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39114 Ted Mininni Mon, 12 Jan 2009 17:21:39 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39114 You've raised an important point, Elena, and I thank you. Consumers are reluctant to pay a premium for products right now as they tighten their financial belts. This might temper the success of stevia, at least in the short term. When the economy improves, consumers' natural curiosity about new products that are heavily advertised, will probably encourage them to try a new sweetener on the market. Thanks, Elena, for voicing a real concern among consumers right now. You’ve raised an important point, Elena, and I thank you. Consumers are reluctant to pay a premium for products right now as they tighten their financial belts. This might temper the success of stevia, at least in the short term. When the economy improves, consumers’ natural curiosity about new products that are heavily advertised, will probably encourage them to try a new sweetener on the market.
Thanks, Elena, for voicing a real concern among consumers right now.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39113 Elena Perez Mon, 12 Jan 2009 16:54:51 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39113 I, for one, would be thrilled to be able to drink a 0 calorie soda where I didn't have to worry about potential future health effects from chemically created sweeteners. I've done enough research on stevia, and used it at home in drinks, so I already know the taste of the sweetener won't distract me from the taste of the drink. However, like a lot of other consumers right now, I'm not willing to pay a premium for it. In easier economic times I would, but right now I'm more likely to forgo soda entirely, or compromise and drink a non-naturally sweetened soda than pay more for something with stevia instead of Splenda/Nutrasweet. THis seems like it would be a natural match for some of the energy drinks that tout health benefits. I, for one, would be thrilled to be able to drink a 0 calorie soda where I didn’t have to worry about potential future health effects from chemically created sweeteners.
I’ve done enough research on stevia, and used it at home in drinks, so I already know the taste of the sweetener won’t distract me from the taste of the drink.
However, like a lot of other consumers right now, I’m not willing to pay a premium for it. In easier economic times I would, but right now I’m more likely to forgo soda entirely, or compromise and drink a non-naturally sweetened soda than pay more for something with stevia instead of Splenda/Nutrasweet.
THis seems like it would be a natural match for some of the energy drinks that tout health benefits.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39112 Lee Kaplanian Mon, 12 Jan 2009 16:14:18 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39112 No one has said anything about how it tastes. If it doesn't taste good, people aren't going to buy it no matter how healthy it is. One of the biggest problems I have found with artificial sweeteners is the taste, especially when put in hot tea or coffee, there is something about high temperatures that changes the taste. I have been using organic sugar for quite a while. I 'd like to see some information on how people like the taste. No one has said anything about how it tastes. If it doesn’t taste good, people aren’t going to buy it no matter how healthy it is. One of the biggest problems I have found with artificial sweeteners is the taste, especially when put in hot tea or coffee, there is something about high temperatures that changes the taste. I have been using organic sugar for quite a while.
I ‘d like to see some information on how people like the taste.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39111 Ted Mininni Fri, 09 Jan 2009 12:24:24 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39111 No doubt about it, Scott. Natural and organic foods have always enjoyed success in more urban, educated and affluent areas. However, due to increasing food safety concerns, many consumers have increasingly turned to more locally sourced foods that are less refined and processed, if not certified organic. The public is becoming more educated about nutrition, and as it does so, and as these food choices become more readily available, they're getting on board. Agreed: it would be great to see some of the research behind Truvia. Thanks for adding to the conversation, Scott. I appreciate it. No doubt about it, Scott. Natural and organic foods have always enjoyed success in more urban, educated and affluent areas. However, due to increasing food safety concerns, many consumers have increasingly turned to more locally sourced foods that are less refined and processed, if not certified organic. The public is becoming more educated about nutrition, and as it does so, and as these food choices become more readily available, they’re getting on board.
Agreed: it would be great to see some of the research behind Truvia.
Thanks for adding to the conversation, Scott. I appreciate it.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39110 Scott Hepburn Fri, 09 Jan 2009 01:43:15 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39110 @Ted I'll defer: You're probably right about the growth of the "natural/organic" market, although I suspect there's a lot of nuance there. For instance (and I'm just speculating here), organic probably plays better in affluent markets, metropolitan markets, and among more educated consumers. I'm generalizing, of course, but you get the idea. I'd love to see some of the numbers behind Truvia's market research. Would provide some great insights into their positioning. @Ted I’ll defer: You’re probably right about the growth of the “natural/organic” market, although I suspect there’s a lot of nuance there.
For instance (and I’m just speculating here), organic probably plays better in affluent markets, metropolitan markets, and among more educated consumers. I’m generalizing, of course, but you get the idea.
I’d love to see some of the numbers behind Truvia’s market research. Would provide some great insights into their positioning.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39109 Ted Mininni Thu, 08 Jan 2009 15:30:09 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39109 Isn't that always the way of things, Elaine? A few entrepreneurs launch new products and develop small to mid-sized companies only to have the big guys come along and get into the same business, if they think it's viable. Stevia brands have been around for a while and mostly sold in natural product stores for some time now. I was aware of that. When small natural food companies are confronted by increased competition, they have historically tried to increase their distribution into mass market which isn't easy or inexpensive to do. Another avenue is to ink contracts with natural food manufacturers to utilize products like stevia in additional food products. Sometimes, they have sold their companies in part or in total, as well, to raise much-needed capital for expansion and increased distribution. While these brands have a core of loyal customers who continue to purchase them within the retail environments where they are known, the name of the game for survival today is distribution into as many channels as possible. . .including online outlets. I wish Wisdom well and believe as in every other product category, there is plenty of room for competition as long as they continue to find ways to grow their own brand. Thanks for weighing in, Elaine. I appreciate it. Isn’t that always the way of things, Elaine? A few entrepreneurs launch new products and develop small to mid-sized companies only to have the big guys come along and get into the same business, if they think it’s viable.
Stevia brands have been around for a while and mostly sold in natural product stores for some time now. I was aware of that. When small natural food companies are confronted by increased competition, they have historically tried to increase their distribution into mass market which isn’t easy or inexpensive to do. Another avenue is to ink contracts with natural food manufacturers to utilize products like stevia in additional food products. Sometimes, they have sold their companies in part or in total, as well, to raise much-needed capital for expansion and increased distribution. While these brands have a core of loyal customers who continue to purchase them within the retail environments where they are known, the name of the game for survival today is distribution into as many channels as possible. . .including online outlets.
I wish Wisdom well and believe as in every other product category, there is plenty of room for competition as long as they continue to find ways to grow their own brand.
Thanks for weighing in, Elaine. I appreciate it.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39108 Elaine Fogel Thu, 08 Jan 2009 00:15:40 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39108 Hi, Ted. Not sure if MP readers are aware that stevia has been on the market for over 25 years. Wisdom Natural Brands is the parent company of three consumer brands: SweetLeaf®, Wisdom of the Ancients® and Sweet & Slender Natural Sweetener. The company was started by James May and is located in my neck of the woods in Gilbert, AZ. The big guys are now in the stevia business. I do hope that Wisdom can gain market share, not lose it. Hi, Ted. Not sure if MP readers are aware that stevia has been on the market for over 25 years. Wisdom Natural Brands is the parent company of three consumer brands: SweetLeaf®, Wisdom of the Ancients® and Sweet & Slender Natural Sweetener. The company was started by James May and is located in my neck of the woods in Gilbert, AZ.
The big guys are now in the stevia business. I do hope that Wisdom can gain market share, not lose it.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39107 Ted Mininni Wed, 07 Jan 2009 13:43:50 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39107 Scott, Thanks for sharing your ideas with us. I'm not sure I agree completely with point #1. You know, natural and organic products have steadily proven to be high growth categories--20%+ per year in an otherwise stagnant growth grocery business. I think consumers are very willing to give a new sweetener a shot--as long as they feel it is safe. On point #2, we agree. I do believe a number of food producers are committing to adding stevia to their products, and that will help make the sweet herb a staple, unless problems surface. The increased use and visibility of stevia in consumer foods and beverages will probably spur people to buy the sweetener themselves, also. Thanks for weighing in here, Scott. I appreciate your input. Scott,
Thanks for sharing your ideas with us. I’m not sure I agree completely with point #1. You know, natural and organic products have steadily proven to be high growth categories–20%+ per year in an otherwise stagnant growth grocery business. I think consumers are very willing to give a new sweetener a shot–as long as they feel it is safe. On point #2, we agree. I do believe a number of food producers are committing to adding stevia to their products, and that will help make the sweet herb a staple, unless problems surface. The increased use and visibility of stevia in consumer foods and beverages will probably spur people to buy the sweetener themselves, also.
Thanks for weighing in here, Scott. I appreciate your input.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39106 Scott Hepburn Wed, 07 Jan 2009 02:39:42 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39106 Two quick observations: 1) Unseating zero-calorie sweeteners is going to be a monumental task. Weight-conscious consumers already have what they're looking for -- I don't see a "more natural" product touching a strong enough emotional nerve to shift behaviors. 2) Given the immense challenge of altering consumer behavior, Truvia might be better off targeting its marketing to distributors. Coke and Pepsi are a good start, but if they want their product to fly off shelves, they need to sell it to more food producers. Thanks for the insights, Ted. Should be interesting to see how this plays out. Two quick observations:
1) Unseating zero-calorie sweeteners is going to be a monumental task. Weight-conscious consumers already have what they’re looking for — I don’t see a “more natural” product touching a strong enough emotional nerve to shift behaviors.
2) Given the immense challenge of altering consumer behavior, Truvia might be better off targeting its marketing to distributors. Coke and Pepsi are a good start, but if they want their product to fly off shelves, they need to sell it to more food producers.
Thanks for the insights, Ted. Should be interesting to see how this plays out.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39105 Ted Mininni Tue, 06 Jan 2009 19:18:28 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39105 You're right, Paul, but consumers are ever hungry (no pun intended) to try new sweeteners, it seems. The only thing that might tamp consumer enthusiasm: safety concerns. Still, I believe that many consumers will try stevia sweeteners since sugar is off many lists out there, as well as artificial choices. Thanks for weighing in, Paul. I appreciate it. You’re right, Paul, but consumers are ever hungry (no pun intended) to try new sweeteners, it seems. The only thing that might tamp consumer enthusiasm: safety concerns. Still, I believe that many consumers will try stevia sweeteners since sugar is off many lists out there, as well as artificial choices. Thanks for weighing in, Paul. I appreciate it.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39104 Paul B Tue, 06 Jan 2009 19:03:45 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39104 Ted, Stevia, Truvia, PureVia etc. From a branding and awareness perspective, each of the companies producing their own version of a sweetener from the stevia plan will have their work (and marketing budgets) cut out for them! Ted,
Stevia, Truvia, PureVia etc. From a branding and awareness perspective, each of the companies producing their own version of a sweetener from the stevia plan will have their work (and marketing budgets) cut out for them!

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39103 Ted Mininni Tue, 06 Jan 2009 15:07:48 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39103 Lewis, Thanks for taking the time to comment today. You've hit on something important: food safety is top of mind with consumers right now. For good reason. Not all natural products are safe, just because they are natural. However, stevia has been tested in conjunction with some very large food/beverage companies. It has been used for quite some time and is readily available in natural food stores along with unrefined sugar cane. Having said that, consumers are wary. Safety concerns are forcing even the lax among us to do more research about the food products we are ingesting. Even when the FDA gives its approval to these kinds of products, consumers know there have still been issues. Take a look at the ongoing controversy around artificial sweeteners. . .there are many lingering concerns about those, too. I think addressing consumer safety concerns about stevia ought to be part of a good marketing campaign. I also like your idea about providing comparisons between sugar and stevia. As you point out, this is far more substantive information. Thanks for weighing in, Lewis. Lewis,
Thanks for taking the time to comment today. You’ve hit on something important: food safety is top of mind with consumers right now. For good reason. Not all natural products are safe, just because they are natural. However, stevia has been tested in conjunction with some very large food/beverage companies. It has been used for quite some time and is readily available in natural food stores along with unrefined sugar cane. Having said that, consumers are wary. Safety concerns are forcing even the lax among us to do more research about the food products we are ingesting.
Even when the FDA gives its approval to these kinds of products, consumers know there have still been issues. Take a look at the ongoing controversy around artificial sweeteners. . .there are many lingering concerns about those, too.
I think addressing consumer safety concerns about stevia ought to be part of a good marketing campaign. I also like your idea about providing comparisons between sugar and stevia. As you point out, this is far more substantive information.
Thanks for weighing in, Lewis.

]]> http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/comment-page-1/#comment-39102 Lewis Green Tue, 06 Jan 2009 14:41:57 +0000 http://www.mpdailyfix.com/the-new-sugar-about-to-hit-the-big-time/#comment-39102 Ted, I think the marketing/advertising campaign needs work. Those of us who consume natural products know that just because something comes from a leaf, that doesn't mean it is better than a natural product called sugar cane. Processing of both is still required and more than a few leaves have been known to be toxic. I respect Ogilvy & Mather's Donna Charlton Perrin; however, their campaign seems built on a shallow premise; a house of cards that could tumble once consumers begin their own research. Why don't they instead provide comparison of sugar and stevia based on facts, not slogans? Ted,
I think the marketing/advertising campaign needs work.
Those of us who consume natural products know that just because something comes from a leaf, that doesn’t mean it is better than a natural product called sugar cane. Processing of both is still required and more than a few leaves have been known to be toxic.
I respect Ogilvy & Mather’s Donna Charlton Perrin; however, their campaign seems built on a shallow premise; a house of cards that could tumble once consumers begin their own research. Why don’t they instead provide comparison of sugar and stevia based on facts, not slogans?

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