ACKNOWLEDGEMENTS

We are immensely grateful to a number of people for having made this project possible. Firstly, we would like to thank Mrs. Neelam Shetty, without whose constant guidance and support, this project would not have materialized. We would also like to thank the BMM Department of St. Xavier’s College and Father Frazer Mascarenhas for giving us the space and opportunity to carry out detailed and comprehensive projects such as these. Finally, we would like to thank all the people who were a part of this survey and without whose co-operation and help this research would not have been successful.

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CERTIFICATE
This is to certify that Ashwini Karhadkar - 25 Zeisha Khan – 27 Angela Lowe – 29 Madhura Padwal – 37 Srishti Raut - 40

have undertaken research to study the behaviour of Consumers of Sugar-free Sweeteners under my guidance, to be submitted as part of Consumer Behaviour Studies for the third year of the BMM course, St. Xavier’s College, Mumbai University. The research is a bonafide work by the students and the findings will be used for educative and research purposes only.

By Authority,

Neelam Shetty Lecturer, Consumer Behaviour

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INDEX OF CONTENTS

I.

INTRODUCTION

II.

NEED FOR THE STUDY

III.

OBJECTIVES

IV.

OPERATIONAL DEFINITIONS

V.

SAMPLING DESIGN

VI.

QUESTIONNAIRE

VII.

ANALYSIS AND GRAPHS

VIII.

CONCLUSION

3|Page

to artificial sweeteners and substitutes. dairy products. as per ORG retail audit. While the country’s sugar confectionery market is estimated to be on the higher side f a whopping 2. Zydus Calida’s umbrella brand Sugar Free owns 70% of the market share. is merely half a percent of this close to 110 Crore. Marketers see Sugar substitutes as a window of opportunity.200 Crore.INTRODUCTION With growing awareness of the link between diet and health and the increasing publicity being given to the problem of obesity. limited largely to urban centres. Today. Among the sugar substitute products currently scattered in India. have now penetrated into drawing rooms and office tables. The market for sugar substitutes is being fuelled globally by new-age beverages. India is the second largest producer of sugar and its largest consumer in the world – much of it being used in sweetmeats. the annual growing rate of sugar substitutes or artificial sweeteners is about 15-20% and this is likely to pick pace by every passing year. The sugar-free sweetener sachets. instead. The world is turning. once visible only at high-end restaurant tables. however. salad dressings and snack foods at one end and diabetic specific consumables at the other end. However. But increasingly. such products are being used by fitness conscious consumers and have attained a distinctive position in the wellness and fitness space. Launched in 1988. the massive consumption of sugar-based products is being associated not only with diabetes – India has the dubious distinction of being called the diabetic capital of the world – but also with obesity and heart diseases. It was initially positioned for diabetic or overweight consumers. The market is expected to witness an aggressive competition in the years to come. Sugar Free was the first aspartame-based sugar substitute in the country. consumer concern over sugar levels in the diet is propelling a worldwide trend towards cutting down on sugar. 4|Page . the size of the sugar substitute category.

Artificial sweeteners are also popular for home use. artificial sweeteners generally don't raise blood sugar levels because they are not carbohydrates. Artificial sweeteners are regulated by the FDA as food additives. jams and jellies. Unlike sugar. including tabletop sweeteners. Unlike sugar. Some can even be used in baking or cooking. Possible health benefits of artificial sweeteners  Weight control. Dental cavities. Critics of artificial sweeteners say that they cause a variety of health problems. In addition. artificial sweeteners don't contribute to tooth decay. there's no sound scientific evidence that any of the artificial sweeteners approved for use in the United States cause cancer or other serious health problems. even for pregnant women. Diabetes. candy. They must be reviewed and approved by the FDA before being made available for sale. And numerous research studies confirm that artificial sweeteners are generally safe in limited quantities. dairy products.Uses for artificial sweeteners Artificial sweeteners are attractive alternatives to sugar because they add virtually no calories to your diet. Artificial sweeteners are widely used in processed products. puddings. 5|Page . But according to the National Cancer Institute and other health agencies. powdered drink mixes. Artificial sweeteners may be a good alternative to sugar if you have diabetes. though.   Possible health concerns with artificial sweeteners Artificial sweeteners have been the subject of intense scrutiny for decades. as does sugar. Certain recipes may need modification. and scores of other foods and beverages. you need only a fraction compared with the amount of regular sugar you would normally use for sweetness. baked goods. canned foods. because artificial sweeteners provide no bulk or volume. One of the most appealing aspects of artificial sweeteners is that they are non-nutritive — they have virtually no calories. including cancer. soft drinks.

With a market for low calorie. products and thus a ‘Westernized’ lifestyle. The market for artificial sweeteners has gotten more competitive with innumerable artificial sweetener manufacturers in the market trying to tap this market at its nascent stage and make their mark.NEED FOR STUDY In a country like India. 6|Page . The market for artificial sweeteners is growing steadily over time as there is an increase in consumer base as more and more individuals are opting for a healthier lifestyle. where globalization has caused exposure to a variety of ads. more and more people have become health conscious. sugar free and so-called ‘diet’ food products growing at a rapid rate. we choose to analyze its consumers.

7|Page . iv. v. To analyse a nascent market of artificial sweeteners ii. To make an inference derived from the study of the artificial sweetener market. To find out brand awareness and perceived quality of artificial sweeteners by an individual. iii.OBJECTIVES i. To determine the factors and motives that contribute towards the purchase and consumption of artificial sweeteners by an individual. To determine the reasons behind the consumption of artificial sweeteners by an individual.

Artificial sweeteners currently approved by the Food and Drug Administration (FDA) are:      Acesulfame potassium (Sunett. even though they're processed or refined. Artificial sweeteners are just one type of sugar substitute. for example. And some artificial sweeteners are derived from naturally occurring substances — Sucralose comes from sugar. claim to be lower calorie. Artificial sweeteners Artificial sweeteners are synthetic sugar substitutes but may be derived from naturally occurring substances. Sweet One) Aspartame (Equal.OPERATIONAL DEFINITION What are sugar sweeteners? Sugar substitutes are loosely considered any sweetener that you use instead of regular table sugar (sucrose). including stevia and agave nectar. tastier and healthier options. NutraSweet) Neotame Saccharin (SugarTwin. Sometimes sugar substitutes are categorized by whether or not they contain calories. Artificial sweeteners are also known as intense sweeteners because they are many times sweeter than regular sugar. Newer sugar substitutes. such as aspartame. Some sugar substitutes. as is the case with stevia preparations. Some manufacturers call their sweeteners "natural". including herbs or sugar itself. Sweet'N Low) Sucralose (Splenda) FDA approval is being sought for other artificial sweeteners 8|Page . are promoted because they add virtually no calories to your diet.

SAMPLING TECHNIQUE: Probability method wherein an equal opportunity was given to all. people were chosen randomly for the survey wherein they were asked to fill in a questionnaire consisting of 21 questions.SAMPLING DESIGN UNIVERSE: People in the age group of 20 to 45 years SAMPLE SIZE: 50 SAMPLING FRAME: The universe for this survey consists of consumers of Artificial Sweeteners. ii. Single response Multiple response 9|Page . These questions were mostly close ended multiple choice questions:i. A Stratified Random Sampling Technique was employed wherein after making the groups mentioned above.

1) Do you use artificial sweeteners? (Artificial sweeteners refers to substitutes of sugar) a) Yes b) No If yes kindly mention which is your preferred brand of artificial sweeteners? 10 | P a g e . Gender : male / female ________ kgs.QUESTIONNAIRE Name : ____________________________ yrs. : __________________________ Household Income (per annum): a) 1 lakh or less b) 1-2 lakh c) 2-4 lakh d) 4-6 lakh e) Above 6 lakh age : ________ weight : (Please note : the above given information will be kept confidential and will be utilised for study purpose alone) (Artificial sweeteners refers to: sugar free . equal and other products which claim to be sugar free) (Tick on the answers which are most appropriate according to you) Q. Contact no.

_______________________ Q.6) What are the sources that advised or suggested the use of artificial sweeteners? a) Friend / family / colleague b) Health blog c) Newspapers / magazines 11 | P a g e .2) In what form do you consume artificial sweeteners? a) Powdered b) Tablets c) Liquid d) In prepared food products/beverages Q.4) How often do you use artificial sweeteners? a) Daily use (like teas.5) How often do you purchase artificial sweeteners? a) Weekly b) Biweekly c) Monthly d) Occasionally Q.3) Since how long have you been consuming / purchasing artificial sweeteners? a) 1 month b) 4 – 6 months c) a year d) 2 – and more years Q.Ans. other beverages) b) Sweets and desserts c) Others please specify: Q. coffees.

10) Which other health maintenance activities do you indulge in? a) Regular exercise b) Yoga c) Gymming d) Diet plans (recommended) e) Self made diet plans 12 | P a g e . 7) On a scale of 1 to 10 rates how beneficial health wise is the use of artificial sweetener in comparison of sugar ? ( 1 being the least beneficial while 10 being extremely beneficial ) Ans : __________ Q.d) Advertising e) Doctors / dieticians f) Others please specify: _____________________________________________________ Q.9) Has there been a significant change in your well being after switching to artificial sweeteners? a) Yes b) No Q.8) Reasons for using artificial sweeteners instead of regular sugar : a) To achieve an overall healthy lifestyle b) Weight loss c) Diabetes or any other medical condition d) Precaution against diabetes e) Dental Care f) Other reasons please specify: ___________________________________________________________ ___________________________________________________________ Q.

14) Do you buy sugar free sweeteners/products after checking for a specific ingredient and its presence/absence? a) Yes b) No If yes then kindly mention your reasons to do so: ___________________________________________________________ ___________________________________________________________ 13 | P a g e .f) None Q.11) How many hours do you exercise a week? a) less than 6 hours b) 6 – 10 hours c) 10 – 15 hours d) Occasional walks Q.12) Do you think the high cost of the sweeteners is worth the supposedly increased health benefits? a) Yes b) No Q.13) Have you noticed a significant difference in terms of taste on using sweeteners as compared to sugar? a) They taste sweeter b) They taste the same c) They have a weird / unusual taste d) They taste less Sweet e) There is no significant difference Q.

18) Do you insist on consuming sugar free food / beverages even when you are dining out or travelling? a) Yes b) No c) Depends on availability d) Occasionally Q.16) Have you noticed any significant difference in sweets / desserts made with the help of artificial sweeteners? a) Sweets / deserts are lighter? b) Guilt – free indulgence c) They are tastier d) No difference e) Can’t say f) Other ________________________________________________________ Q.17) Do you substitute artificial sweeteners with sugar in case of exhaustion or unavailability of sugar free? a) Sometimes b) Yes c) No Q. 19) Does the usage of Sweeteners compromise on the sweetness for Low Calorie Value? a) Yes b) No Kindly mention your Reasons for selecting the above 14 | P a g e . sugar free ice.Q.creams. Diet beverages . etc? a) Yes b) No Q.15) Do you consume other readymade sugar free food products like : Sugar free brownies .

20) Do you recommend Sugar Free Sweeteners to your friends/family? a) Yes b) No Kindly mention your Reasons for selecting the above ___________________________________________________________ ___________________________________________________________ Q.21) Do you believe that there are adverse effects of consuming artificial sweeteners? a) Yes b) No Kindly mention the reasons for you to believe/not believe the above: ___________________________________________________________ ___________________________________________________________ Remarks/Comments : ________________________________________________________________ ________________________________________________________________ Thank you 15 | P a g e .___________________________________________________________ ___________________________________________________________ Q.

8 Median Age – 28 ii.GRAPHS i. Age : Mean Age – 31.4 Median Weight – 64 iii. Weight : Mean Weight – 65. Gender Male Female 19 31 38% 62% 16 | P a g e .

iv. Understandably a higher percentage of our sample belonged to higher income groups. 4-6 lakhs More than Rs. 1 lakh or less Rs. only when a household can comfortably meet all their needs. we can say with conviction that. 6 lakh 1 3 13 12 21 2% 6% 26% 24% 42% On an average sugar substitutes in India are priced above Rs. in india it is the woman of the house who makes the decisions regarding household groceries and crucial diet choices made for the well being of the family. Hence. 1-2 lakhs Rs.300/being significantly more expensive in comparison to regular mill sugar. Hence targeting women would prove more effective. do factors like health-consciousness and awareness step in. households with higher income is an attractive target group. Household Income Rs. Another conjecture is that. 17 | P a g e Yes 50 100% . 2-4 lakhs Rs.Although the above graph is not conclusive proof .

Sugar Free Natura. Do you use artificial sweeteners? (Artificial sweeteners refers to substitutes of sugar) No 0 0% Respondents were all current users of sweeteners. Brand Preference Sugar Free and its various brand extensions (i.e. the product category is till is in a very nascent stage and brand loyalty has not yet been established in any significant manner. thus. However. vi. The potential in this untapped market. Sugar Free D’Lite. 18 | P a g e . Equal comes a close second. is very large. Sugar Free Gold) clearly have a first-entry advantage.v.

the tablet form was how sugar substitutes were introduced in the Indian Market. so percentages may add up to more than 100) It is evident from the above graph that. Since how long have you been consuming / purchasing artificial sweeteners? 1 month 4-6 months 1 year Powdered Tablets Liquid 1 15 18 16 2% 30% 36% 20 34 1 4 0 2 years and more 32% 40% 68% 2% 8% 0% viii.vi. possibly owing to ease of use (measured dosage) and portability. Sugar-free sweeteners are most popular in the Tablet form. How often do you use Sweeteners? In prepared food products/beverages Other Daily (in tea. As a matter of fact. vii. In what form do you consume artificial sweeteners? (People may select more than one checkbox. 19 | P a g e . so percentage may add up to more than 100). coffee and other beverages) Sweets and desserts Other 38 11 5 76% 22% 10% (People may select more than one checkboxes.

for Tea. it is evident that a Doctor or Dietician’s advice is most influential.e. i. x. Weekly Bi-Weekly (Once in two weeks) Monthly 1 5 33 2% 10% 66% 11 22% Advertising using popular icons Occasionally and Bollywood stars probably induced trial of the product in most cases. What are the sources that advised or suggested the use of artificial sweeteners? (People may select more than one checkbox. Marketing activities may be targeted at Doctors and Dieticians so that they may recommend use. so percentages may add up to more than 100%). Therefore.Majority of the sample size used Sweeteners for Daily use. which is reflective of consumer culture of India to shop in bulk for the month. 20 | P a g e . ix. How often do you purchase Sweeteners? Family/ Friend/ Colleague Newspapers/Magazines Advertisements Doctor/Dietician Health Blog/Website Other 9 9 16 18 5 2 18% 18% 32% 36% 10% 4% People generally shop for Sweeteners once a month. Also. Coffee and other beverages.

Has there been a significant change in your well being after switching to artificial sweeteners? Yes No 17 33 34% 66% A majority of the respondents have yet not experienced the health benefits as they have not been using it for a long period of time .xi. xii. we also noticed that lower calories was the most prominent. On a scale of 1 to 10 rates how beneficial health wise is the use of artificial sweetener in comparison to sugar? 1 2 3 4 5 6 7 8 9 10 0 0 0 2 14 16 13 4 1 0 0% 0% 0% 4% 28% 32% 26% 8% 2% 0% The response is concentrated on the 5 to 7 range on the scale. While the survey was being taken. perhaps it can also be that the advertisements so far have also not focused on the overall well being. The respondents are thus. unsure and ambiguous about the exact benefits to overall health. if not only. perceived product benefit. 21 | P a g e .

so percentages may add up to more than 100%. Lifestyle diseases are also contributing to the increase in usage of supplementary / substitute foods. Jogs.xiii. Which other health maintenance activities do you indulge in? Regular Exercise (Walks. Reasons for using artificial sweeteners instead of regular sugar : To achieve an overall healthy lifestyle Weight loss Diabetes or any other medical condition Precaution against diabetes Dental Care Other 22 14 6 10 0 5 44% 28% 12% 20% 0% 10% The above graph is a testimony to the growing health consciousness among urban upper middle class.) Yoga Gymming Diet plans (recommended by Doctor or Dietician) Self-made Diet plans None 21 7 13 5 11 7 42% 14% 26% 10% 22% 14% (People may select more than one checkbox. etc.) 22 | P a g e . xiv.

Advertising and marketing activities in the future should aim to bridge this gap in perception. xvi. How many hours do you exercise a week? Less than 6 hours 6-10 hours 10-15 hours Occasional walks 14 15 6 12 28% 30% 12% 24% The results above resonate with the need to maintain an overall healthy lifestlyle. Do you think the high cost of the sweeteners is worth the supposedly increased health benefits? Yes No 27 23 54% 46% Respondents do not necessarily equate high cost with health benefits. 23 | P a g e Yes 5 10% .xv. Using sugar substitutes is not exclusive in that sense but is performed in conjunction with other health maintenance activities.

etc? Sweets/desserts are lighter 24 | P a 6% 3 ge . xviii. No 45 90% Do you buy sugar free sweeteners/products after checking for a specific ingredient and its presence/absence? Yes No 30 20 60% 40% This is possibly due to low awareness about ingredients.xvii. Do you consume other readymade sugar free food products like : Sugar free brownies . chemical contents or their effect on the body. Diet beverages .creams. sugar free ice.

xix. however. never 22 18 10 44% 36% 20% The habit is not that rigid and respondents seemed were not too hesitant or unwilling to substitute if the need arose. Most do not mind the difference in taste because they are ready to compromise on the some of the sweetness for the consolation of having had something sweet without the calorie-heavy tag. always No. Have you noticed any significant difference in sweets / desserts made with the help of artificial sweeteners? Guilt-free indulgence They are tastier No difference Can't say Other 17 0 12 15 3 34% 0% 24% 30% 6% Most respondents consume ‘Sugar free’ desserts and other products because they perceive it as indulgence without the guilt of having consumed calories. 25 | P a g e . That. Do you substitute artificial sweeteners with sugar in case of exhaustion or unavailability of sugar free? Sometimes Yes. xx. may be changed in the future as the market matures.

xxiii. Does the usage of Sweeteners compromise on the sweetness for low calorie value? Yes No 26 24 52% 48% Many respondents commented that they do not mind the opportunity cost of sweetness and said the less sweetness was ‘worth’ the lesser calories. Do you insist on consuming sugar free food / beverages even when you are dining out or travelling? Yes No Depends on availability Occasionally 7 16 23 4 14% 32% 46% 8% xxii. The ones that do not recommend either don’t perceive their family/friends to be health 26 | P a g e .xxi. Do you recommend Sugar Free Sweeteners to your friends/family? Yes No 31 19 62% 38% The respondents who recommend it to their friends/family do so to encourage them to adopt a healthier lifestyle.

despite higher costs of sweeteners. Many stated that moderate amounts of sweetener was not capable of causing very serious harm.obesity.etc. Do you believe that there are adverse effects of consuming artificial sweeteners? Yes No 21 29 42% 58% Low awareness could be attributed to the belief that there being no side effects.the mean. Another age group of high usage is the forties as this is when health concerns start manifesting themselves. AGE : In a sample size of 50 consisting of correspondents in the age group ranging from 20-45 years of age .median is towards the lower limit indicating that people in their twenties and early thirties are most conscious about their lifestyle and diet choices. These are also the people with a higher propensity to spend. nor did they believe them to be extremely harmful or significant enough to make them change the habit. The respondents that did state side effects also said they could not articulate/ or be completely sure of the side effects. This age group also faces 27 | P a g e . They are also more likely to take sweeteners as a preventive measure to avoid future chronic illnesses like diabetes. They had vaguely heard or read about them. CONCLUSION I.conscious or believe there are side effects. xxiv.

rising health costs and onset of chronic lifestyle diseases. The avenues for innovation are great. Indians tend to consume beverages like tea/coffee everyday at an average of nearly twice or thrice a day. as a preventive 28 | P a g e . Consuming Beverages tends to become habits. one can easily pop in two tablets of sweetener or empty a satchet of sweetener into their morning or evening cup of tea/coffee. IV. III. This means that the potential for expansion is great. as use has not been long enough to establish brand loyalty. Availability and awareness maybe attributed to this trend. SEC GRID : The income group of 6 lakhs and above are the ones who are more suitable target because of their lifestyle and high standard of living as well as the high cost of sweeteners. India is also touted to be the ‘Diabetic Capital of the World’. Indians are the highest consumers of sugar in the world. having used the product for no more than 1 year. This implies a great growth potential for in products related to this category. However. The reasons for the same are convenience and portability. Sugar is often indispensable to these beverages and most people cannot do without sugar in their tea/coffee. QUANTITY/FREQUENCY/ FORM OF USE : Most current users use sweeteners in tablet/powdered form almost daily in teas. Lower income groups cannot be targeted as cost effectiveness is their first priority and health consciousness is existent . DURATION OF USE : The market is nascent and in its fledgling stages. II. The users are new. This is the form that is easy to carry in the purse or pocket. but is not a motivating factor in purchase. aspirational value may also be created if the bottom parts of the income pyramid are to be targeted. coffees and other beverages.

Most respondents have no information or understanding of the ingredients and their possible side effects or long-term repercussions on health.More importantly. Their use was exclusive in this respect. or deem them serious enough to cause significant damage. especially Indians are known to have a sweet tooth but are also becoming calorie conscious at the same time. side effects were not a consideration big enough to discourage use or a motivation for discontinuing use. SIDE EFFECTS AND AWARENESS : Awareness of side effects is virtually absent.measure but also control illnesses of this nature. be completely sure of them. VI. It is an attractive subcategory. Another observation is that younger age groups were the one who tended to make these changes. Most respondents who consumed sweeteners did so as a part of a health regimen that included regular exercise and healthier diets. Even the ones that were remotely aware of the side effects could not pinpoint them. not necessarily as part of a health regime but due to diabetes (precaution and control) or similar medical conditions. Respondents also stated that moderate use was not capable of causing serious harm. 29 | P a g e . This may be indicative of the fact that reducing sugar intake is carried out together with other changes in lifestyle. V. They do not mind the taste so much if it is in return for lower calories. whereas those in the upper age limit tended to consume sweeteners. The market may be diversified to include prepared sweets and beverages as people perceive them to be guilt free indulgence. most people seek to live a healthy lifestyle. REASON FOR USE : Thanks to growing health journalism (many respondents stated they were exposed to various blogs/websites/ newspaper and magazine article) and increasing incidence of lifestyle-related chronic (often preventable) diseases.

The biggest challenge came in understanding each individual survey and then putting it together and determining the most popular tendencies and motives of the target group. 30 | P a g e . proved to be very insightful in understanding how a study is conducted and conclusions are reached. although a strenuous process.EXPERIENCES The research.

One of our main hindrance was accessing our target group as many of the sugar substitute consumers were above the required Age Group. Then we had to put together a questionnaire that would provide us with the necessary insights. However.We first had to research on Sugar Substitutes itself and understand the product. .* * * 31 | P a g e . with a lot of hard work and perseverance. we were able to find our targeted sample size of 50 people.

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