Nearly one-third (31%) of consumers surveyed in Euromonitor's 2020 Health and Nutrition Survey said they looked for terms such as "does not contain artificial sweeteners" on products' ingredients and nutrition facts labeling.

Tuesday, August 24, 2021
While natural sweeteners are still seen as acceptable by many consumers, added Mascaraque, the ideal way forward for manufacturers would be to maximize the appeal of their products without the use of additional sweetening agents giving rise to "no added sugar" claims appearing on many products. "Consumers want reassurance that sweetness is derived from intrinsic ingredients as far as possible so the 'no added sugar' positioning is valued and increasingly embraced by manufacturers," she said.
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