Over half (55%) of Germans limit/reduce the amount of sugar in their diet, but there has been minimal movement in terms of reduction in the past four years – highlighting the continued appreciation of sweet treats.
37% of Germans believe they consume ‘about the recommended maximum’ amount of sugar, posing an ongoing opportunity for NPD to promote low-sugar innovations and to push consumers towards consuming less than the RM.
Sugar consumption does not discriminate between healthy or struggling finances, exposing how sugar is ingrained into all diets. 31% admit to consuming more than the RM amount of sugar, but as financial situations worsen, monetary concerns become more important than weight management (eg for 72% of those who are struggling financially vs 54% of all), preventing them from living healthier lives.
The BMEL nutrition strategy may contribute towards the democratisation of healthy eating as the government hopes to make it easier to make healthy choices. In the meantime, opportunities exist for food/drink companies and legislation to further reduce the amount of sugar in products, preferably by a substantial 30% cut in the amount of sugar from the recipe* or applying a (mandatory) ‘health by stealth’ gradual reduction approach.
Despite a majority looking to reduce their sugar consumption, only a minimal shift has occurred over the past couple of years, showing how sugary offerings are a mainstay.
Adam Millward, Research – Mintel Reports
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