Culinology - September 2017 - 48

PETITS fours

Which health claims are
shoppers seeking?

Shoppers are more likely to read
the front of pack for candy and
back of pack for pretzels.

While organic and non-GMO claims are becoming more important to today's
consumer, calories and fat content remain the primary drivers of better-for-you
snack purchases, according to market research firm Nailbiter.
Using patent-pending technology, Nailbiter captures and analyzes consumer
purchase and usage decisions through in-store and at-home videos and surveys.
"We observed hundreds of consumers shopping for healthy snacks, and they
were primarily driven by 'on-pack claims' as they shopped across categories
ranging from chips, yogurt to candy," said Amishi Takalkar, co-founder and head
of research and analytics. On average, consumers noticed 35 to 40 different
claims. "Their final purchase decision, though, was based on just two claims,"
she said.
Nailbiter found calorie content leads the way in driving purchasing decisions
with 20.7% of consumer mentions of better-for-you attributes on carted products,
followed closely by fat content with 20.6% of mentions. Sugar content and gluten
content rank next, with 8% and 7.9%, respectively, ahead of organic and GMO
content at 4.8% and 4.5%, respectively. Other top claims include fiber content
(3.6%), whole grain (3.5%) and no artificial colors, flavors or preservatives (3.4%).
Two-thirds of shoppers read claims on the front of pack, while nearly half read
claims on the back of the package. Consumers tend to study packages differently depending on the type of product.
"With 85% of new products failing after launch, it is critical for marketers to
ensure their on-pack claims resonate and drive greater consideration," Ms.
Takalkar said.

Coca-Cola betting big
on Zero Sugar

Coca-Cola Zero Sugar is a nocalorie soft drink the company
describes as "the new and improved
Coca-Cola Zero."

48 |

Culinology | SEPTEMBER 2017

Coca-Cola Zero Sugar, a no-calorie soft
drink the company describes as "the
new and improved Coca-Cola Zero,"
has debuted in the US. Consumer testing of the new recipe took over a year,
and the beverage now features an
"even more Coke-like taste," said James
Robert B. Quincey, president and chief
executive officer of the Coca-Cola Co.
"This product has demonstrated
strong consumer appeal in Europe,
Mexico and other markets, resulting in
double-digit global volume growth for
the brand year-to-date," Mr. Quincey
said during a July 26 earnings call with
investment analysts. "So, we will contin-

ue to roll this new and improved product
out across key markets."
Coca-Cola Zero launched in 2005
and is sold in nearly 160 countries
around the world. Along with the new
formulation, Coca-Cola Zero Sugar will
feature an updated package design
that supports the company's "One
Brand" strategy of uniting its Coca-Cola
portfolio of beverages under a single
trademark.
The introduction also underscores the
company's continued efforts to provide
more low- and no-sugar options. The
company now offers nearly 250 such
options in the United States.

Table of Contents for the Digital Edition of Culinology - September 2017