Survey proves it: Half of Germans reach for zero and light products every day

For the consumer study "That's light" on the consumption of light products, 1,000 people were surveyed in Germany, Austria and Switzerland. The results show that consumers make a conscious decision in favour of sweetened foods and drinks. Light or zero products are not perceived as an alternative or second choice to sugary foods and beverages, but are chosen specifically. The study confirms this with the example of cola drinks. For example, 62 per cent (Austria: 60 per cent, Switzerland: 69 per cent) of light cola drinkers prefer other calorie-free drinks if their preferred drink is not available. Respondents therefore differentiate between the categories and are used to enjoying calorie-free drinks.

"Sweeteners are a normality in Germany, they are part of everyday life," explains psychologist and brand expert Jens Lönneker (rheingold salon, Cologne), who analysed the study results on behalf of the Sweeteners Association. "With the 'Zero' category, which is still perceived as relatively new and modern, an independent image of sweeteners has recently come into play that is no longer directly orientated towards sugar-based products as a reference," says Lönneker and continues: "'Zero' stands for a new independent technology and category, for 'zero compromise' and the promise of being more than just a substitute in terms of taste, as well as for a nutrition- and calorie-conscious lifestyle."

Calorie-free sweetness is very popular
Consumers particularly appreciate the benefits of calorie-free sweetness: the combination of flavour and fewer calories is a key selling point for light and zero products throughout the DACH region. Two thirds of zero and light consumers in Germany (Austria: 59 per cent, Switzerland: 65 per cent) do not want to do without the sweet taste, but want to save on unnecessary calories. The younger target group in particular wants sweet indulgence without remorse.

"Sweeteners are appreciated across all age groups for their flavour and lack of calories. In particular, sweetener-sweetened foods and drinks - be it chewing gum, cola drinks or yoghurts - have become firmly established among younger target groups," explains Anja Roth, nutritionist and expert contact person at the Sweetener Association e.V. "Sweeteners help consumers to cut down on sugar and therefore calories. They support a healthier lifestyle. Calorie-free sweeteners also offer a solution in the fight against obesity."

Plus points for consumers: calorie-free flavour and tooth-friendliness
The consumer survey shows one thing particularly clearly: consumers recognise the benefits of sweetened products. 61 per cent of respondents (Austria: 54 per cent, Switzerland: 62 per cent) state that they pay attention to the calorie count as a reason for consumption. Nutrition is very important to them and they therefore specifically choose light or zero calorie foods. This also applies to people who want to lose weight (Germany: 56 per cent, Austria: 46 per cent, Switzerland: 48 per cent). At the same time, for almost two thirds (Austria: 58 per cent, Switzerland: 66 per cent), tooth-friendliness - also with regard to children - is a key argument.

"Sweeteners are accepted by consumers. And they help the food industry to develop a calorie-free or calorie-reduced range. They are demonstrably the most effective building block in the reformulation of products containing sugar. A ban on sweeteners, as envisaged in the current draft of the Children's Food Advertising Act, is therefore incomprehensible. Reformulations with the help of sweeteners must continue to be possible," summarises Isabelle Begger, Chairwoman of the Sweeteners Association.