Does all the buzz around sweeteners and bread have an impact on consumers' purchase behavior? Discover the truth about what's happening in the bread aisle. Sign up for your onsite presentation here: http://bit.ly/1QYfdJp.

1. SLICING UP SWEETNESS
THE DIFFERENCE BETWEEN BUZZ AND
BEHAVIOR AROUND BREAD.

2. THERE’S A LOT OF BUZZ
AROUND SWEETENERS ...

3. AND THE BUZZ
MAY DRIVE SOME
CONSUMERS TO
SAYTHEY’RE
AVOIDING SPECIFIC
SWEETENERS
This data is derived from the 2015 Sweetener360, a custom
research study commissioned by the Corn Refiners Association
and completed in part by Nielsen and Mintel Consulting.
WHAT CONSUMERS SAY THEY AVOID
AIDED UNAIDED
WALTER
NO HEALTH WORRIES
Sugars 24.1% 6.2%
HFCS 9.6% 0.5%
AIDED UNAIDED
SANDRA
TASTE OVER HEALTH
Sugars 22.8% 5.7%
HFCS 14.3% 0.3%
AIDED UNAIDED
JOAN
DIABETICS & DIETERS
Sugars 74.2% 39.9%
HFCS 65.6% 3.5%
AIDED UNAIDED
TERESA
TOO MANY PRIORITIES
Sugars 54.7% 29.9%
HFCS 27.6% 2.4%
AIDED UNAIDED
STACEY
ALL NATURAL
Sugars 72.8% 43.4%
HFCS 77.8% 9.2%
AIDED UNAIDED
JULIA
HEALTHY BALANCE SEEKER
Sugars 47.2% 24.5%
HFCS 86.2% 17.3%

4. BUT DOES THE BUZZ TRANSLATE
INTO BEHAVIOR?
LET’S SEE WHAT’S HAPPENING
IN THE BREAD AISLE …

5. SWEETENER IMPORTANCE TO CATEGORY PURCHASE
25%
20%
15%
10%
5%
0%
% of U.S. Spending
% of Bread Category $
Sales
% of “HFCS” Bread Sales
% of “Sugar” Bread Sales
WALTER TERESA SANDRA JOAN JULIA STACEY
16%
U.S. HH
13%
U.S. HH
9%
U.S. HH
18%
U.S. HH
19%
U.S. HH
15%
U.S. HH
EACH CONSUMER SEGMENT ISA SIGNIFICANT BUYER
OF BREAD FORMULATEDWITH BOTH SUGARAND HFCS.
LET’S DIG INTOTHE DATA...

6. SWEETENER IMPORTANCE TO CATEGORY PURCHASE
25%
20%
15%
10%
5%
0%
% of U.S. Spending
% of Bread Category $
Sales
% of “HFCS” Bread Sales
% of “Sugar” Bread Sales
WALTER TERESA SANDRA JOAN JULIA STACEY
16%
U.S. HH
13%
U.S. HH
9%
U.S. HH
18%
U.S. HH
19%
U.S. HH
15%
U.S. HH
Joan, Julia and Stacey, the three most health-conscious consumer segments, buy more than half
(52%) of HFCS-sweetened bread.

7. SWEETENER IMPORTANCE TO CATEGORY PURCHASE
25%
20%
15%
10%
5%
0%
% of U.S. Spending
% of Bread Category $
Sales
% of “HFCS” Bread Sales
% of “Sugar” Bread Sales
WALTER TERESA SANDRA JOAN JULIA STACEY
16%
U.S. HH
13%
U.S. HH
9%
U.S. HH
18%
U.S. HH
19%
U.S. HH
15%
U.S. HH
Teresa, Julia and Stacey, the three largest consumer segments, buy more than their fair share of
sugar-sweetened bread and HFCS-sweetened bread.

8. SWEETENER IMPORTANCE TO CATEGORY PURCHASE
25%
20%
15%
10%
5%
0%
% of U.S. Spending
% of Bread Category $
Sales
% of “HFCS” Bread Sales
% of “Sugar” Bread Sales
WALTER TERESA SANDRA JOAN JULIA STACEY
16%
U.S. HH
13%
U.S. HH
9%
U.S. HH
18%
U.S. HH
19%
U.S. HH
15%
U.S. HH
Four out of the six segments buy a higher percentage of HFCS- sweetened bread than sugar-
sweetened bread.

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