Research conducted by Beneo confirms consumers are hankering after a healthier alternative to sugar-coated chocolate sweets and are willing to pay 10 per cent more for tooth-friendly alternatives. The consumer survey looked into the acceptance of and interest in tooth-friendly coated chocolate sweets by measuring price sensitivity.
With its expertise in developing new confectionery concepts and the non-cariogenic properties of its products containing the functional ingredient, isomaltulose, Beneo is confident that this positive reaction from consumers will lead to tooth-friendly sugar-coated chocolates being brought to market. ‘The popularity of sweets like M&Ms and Smarties show that the market is strong for these varieties of candy, and the results of our survey prove that consumers are ready for new and healthy alternatives. The best thing is, tooth-friendly chocolate cores and coloured coatings are feasible,’ explains Dr Christian Niederauer, market research manager, Beneo.
Beneo conducted its survey in Germany, the second-largest market in the world within the category of sugar-coated chocolate sweets. Surveying women aged 14 and over, it found that participants liked the idea of tooth-friendly chocolate sweets with an average score of 1,74 being given by people who regularly eat such sweets (1=liked very much to 6=disliked it very much). Ninety per cent of people who regularly eat sugar coated chocolates and more than 95 per cent of parents/guardians in the survey indicated their willingness to buy such a product if it became available in shops, and more than one third of non-eaters are willing to try the new idea. It was also shown that participants would accept a 10 per cent increase in price for a tooth-friendly alternative.
Being fully digestible the functional sugar, isomaltulose, enables tooth-friendly chocolates and coatings to be created without experiencing any side-effects. Its non-cariogenic properties were recently positively evaluated by the European Food Safety Authority. Naturally derived from sugar beet, it releases full carbohydrate energy over a longer period of time with little effect on blood glucose levels (Glyceamic Index 32).
