High Fructose Corn Syrup: Consumer Communications

Report and At-A-Glance Executive Summary

Conducted by: Cogent Research, LLC www.cogentresearch.com

December 2006

High Fructose Corn Syrup: Consumer Communications

At-A-Glance Executive Summary

December 2006

Introduction To help address questions on the topic of high fructose corn syrup (HFCS), the International Food Information Council (IFIC) has conducted qualitative consumer research aimed at better understanding consumer perceptions of HFCS and developing effective and accurate communications to address those perceptions. This At-A-Glance summarizes the findings of that research.

Consumer Perceptions of and HFCS • Consumers are concerned about sugars in general but primarily because they associate them with weight gain. Due to this concern, most consumers are attempting to moderate their intake of all types of sweeteners, as well as sweet foods and beverages

• Most consumers have not heard of HFCS and require education about it. When asked, most think of HFCS as they would table . Regardless, the most effective communication is accurate, concise, positive, and easy-to-understand.

• As more people become aware of HFCS, it will be important to provide the facts to offset any possible confusion or misunderstanding about what they are, why they are used, and their effects on health.

Consumer-Tested Statements

THEMES EFFECTIVE STATEMENTS

HFCS uses in food High fructose corn syrup has many functional properties that enhance foods and beverages. It enhances fruit and spice flavors, prolongs product freshness, aids in fermentation, provides product stability, promotes cooked flavors and surface browning in baked goods, and makes moist breakfast bars possible HFCS is comparable to High fructose corn syrup and table sugar have the same number of calories. High sugar fructose corn syrup is not higher in calories than other sugars. HFCS is made from High fructose corn syrup is made from 100% corn syrup and has no artificial or corn syrup synthetic ingredients. Addressing the myth No single food or ingredient is the sole cause of obesity. Rather, too many that HFCS is the sole calories combined with too little exercise is the primary cause cause of obesity Addressing the myth Just because high fructose corn syrup is less expensive than sugar does not that because HFCS is mean it is less healthful. less expensive to produce, it is less healthful HFCS is a misnomer High fructose corn syrup got its name from the fact that it is high in fructose relative to corn syrup. Therefore, while it does have more fructose than corn syrup, it is the same amount of fructose as that found in sugar or honey.

High Fructose Corn Syrup: Consumer Communications

Report

Conducted by: Cogent Research, LLC www.cogentresearch.com

December 2006

Introduction

Since 2004, articles on high fructose corn syrup (HFCS) have made their way into the mainstream press. A commentary published in the American Journal of Clinical Nutrition making a connection between HFCS and obesity was a key driver behind the increased interest in this sweetener. Once an ingredient only included in articles found in food industry trade magazines, interest in HFCS has boomed among food, health and nutrition reporters. Frequently, the information reported on HFCS is inaccurate.

To address the growing tide of interest in HFCS, the International Food Information Council (IFIC) developed a research plan for developing effective communication tools on the issue, with the following objectives for the research project:

To understand consumer perceptions of HFCS and to determine the most effective and accurate communications regarding the sweetener.

To achieve these objectives, the study assessed the following issues:

♦ Awareness, concern and attitude toward sweeteners in general;

♦ Current perceptions of HFCS;

♦ Reactions to statements addressing specific HFCS myths and misperceptions.

Methodology

Cogent Research of Cambridge, Massachusetts was selected to conduct the research. Cogent utilized two different qualitative data collection methods1. The first round of research was conducted via an online discussion board with 20 participants (CoRe Board™) on September 20-21, 2006. This online discussion board methodology provided participants with a private access moderator- controlled chat room. To further explore issues raised in the online discussion group, four focus groups were conducted in November 2006 in St. Louis and Boston. All research participants were 18 years or older and were primary household shoppers with mixed perceptions of HFCS.

This summary highlights key findings from the web-based discussion group and the focus groups about consumer attitudes regarding HFCS and how to develop accurate, understandable statements that convey the facts about HFCS.

Research Findings

General Perceptions of Sweeteners

Key Finding: Most of the changes consumers are making to their diet are in an effort to lose weight.

Consumers’ decisions regarding changes to food and beverage consumption are driven by an effort to manage calories and weight. They report avoiding entire food and beverage categories they believe contribute to weight gain, specifically, those that are high in or sugar (e.g., red meat or desserts). While many consumers are trying to limit consumption of foods high in sugar, it is because of the food’s association with weight gain – rather than an inherent assumption that sugar is unhealthful.

When asked to list the foods they are avoiding and their reasons for doing so, many consumers reported making changes in an effort to manage their weight. Many of the foods and beverages that consumers believe lead to weight gain also happen to be those that are high in sugar. For the most part, consumers are not avoiding sweeteners in particular – rather they are avoiding over- consumption of foods and beverages associated with weight gain.

1 While the findings of qualitative research provide useful insights and allow researchers to probe deeper into consumers’ perceptions and beliefs, the results cannot be projected onto larger population groups.

While consumers’ primary concern is weight management, other reasons for changing their diet include long-term health or a desire for more energy. “I am trying to avoid these mostly because of the empty calories and the potential for weight gain…and generally, I just do not believe that they are good for you.” (CoRe Board™)

Consumers are Attempting to Consume…..

More of…. Less of….

Fruits Fat (trans fat in particular) Vegetables Carbohydrates/”White foods” Whole grains Processed foods Fiber Fast food Water Soda Fish Desserts Poultry Sugar Organic/natural food Sodium Red meat

Key Finding: Although consumers are attempting to limit sugar consumption, it is not their top of mind concern when considering nutrition issues.

With the exception of consumers who have diabetes, most consumers do not mention sugar as the primary food or beverage component they are trying to avoid. However, sugar is among the three most often avoided nutrients, along with fat and carbohydrates. There is mixed understanding of the association between carbohydrates and sugars. While some consumers believe carbohydrates such as potatoes, rice and pasta metabolize into sugars, others do not mention this.

“I'm trying to stick to olive oil rather than saturated , since I'm concerned about heart risks and avoiding the useless calories of sugar, and bread, which is low in nutrients and roughage.” (CoRe Board™)

“[Sugar is] second on my list to sodium.” (St. Louis)

“[Concern with sugar] ranks behind calories and fat content for me.” (CoRe Board™)

Key Finding: Sugar is associated with weight gain.

Not surprisingly, the primary reason consumers are attempting to avoid sugar is because of its association with weight gain. They believe foods and beverages containing high amounts of sugar are higher in calories, leading to added pounds. A family history of diabetes is another primary reason consumers are attempting to avoid foods and beverages with sugar. “[I avoid] pasta, breads, cookies, cakes, pies, sweet pastries and regular ice cream. These are ‘categories’ I just say no to because they are high calorie foods and believe me, my hips don't need them!” (CoRe Board™) “Sugar is calories and it does put weight on.” (St. Louis) “Definitely weight issues is why I avoid sugars.” (Boston)

Key Finding: When it comes to sweeteners, consumers are trying to practice moderation.

Most consumers are attempting to limit the sugars they consume rather than deprive themselves entirely. Consumers report trying to limit intake of foods and beverage they believe are higher in sugar (e.g., soda, dessert) but most say they do not think they would be successful in depriving themselves entirely. In fact, many say they allow themselves a specific number of “treats” a week. Some consumers also try to consume foods and beverages that contain low-calorie sweeteners in an effort to avoid sugar. “There has to be a balance. If I try to deny myself I want it more. I have one regular soda a week and it’s my treat to myself.” (St. Louis) “We never - hardly ever - order dessert when we eat out and try to serve low calorie desserts for company.” (CoRe Board™)

Key Finding: Sweeteners are sweeteners.

Most caloric sweeteners are viewed as equal in terms of health and safety. When asked directly about the difference in health and safety of HFCS compared to other sweeteners, consumers say it is either the same, or that they don’t know the difference.

One possible exception is fructose. Some consumers consider fructose more healthful than other sugars because of its association with fruit. “[All] sweeteners have a direct relationship to weight management. Too much and you gain weight, limit intake and you lose weight (considering if you are reducing other foods as well).” (Core Board™) “I think fructose is less objectionable…it’s natural, comes along with good components in fruit.” (Boston)

Perceptions of High Fructose Corn Syrup

Key Finding: High fructose corn syrup is not top of mind.

When asked to list different types of sweeteners, HFCS was mentioned by only a few consumers. Even in the focus group with the most negative perceptions of the sweetener, only one person mentioned HFCS. While there is awareness of many types of sugars, including fructose and glucose, consumers are generally unaware of the difference between the two.

Sweeteners Consumers are Aware of: ¾ Refined sugar ¾ ¾ Raw sugar ¾ Low-calorie sweeteners ¾ Lactose ¾ Corn syrup ¾ Fructose ¾ Cane juice ¾ Glucose ¾ Honey ¾ Molasses

Key Finding: Consumers are not knowledgeable about high fructose corn syrup.

Nearly all participants admit to being uninformed about the sweetener: they are unsure about how it is made and do not know whether it is vastly different from any other sweeteners. When asked directly, most report their perceptions of high fructose corn syrup are similar to those they have of table sugar.

“I am not at all [knowledgeable]…sometimes I see it on food labels.” (St. Louis)

“I think it’s a breakdown of fruit sugars.” (St. Louis)

“I don't think [HFCS] is much different than traditional sugar.” (Core Board™)

“It’s obviously a derivative of corn but it’s processed in some way to make it sweet.” (St. Louis)

Key Finding: High fructose corn syrup is associated with foods that taste good.

According to consumers, foods that taste good also happen to be the ones that are less healthful. The prevailing belief regarding the difference in taste between HFCS and other sweeteners is that it is the same or more sweet than other sugars (again, with the exception of low-calorie sweeteners). “I think that foods such as sweets and contain high fructose corn syrup.” (Core Board™) “[HFCS] is the same taste [as sugar]. It’s just the things it’s in have more calories. ” (Boston)

Consumers Believe HFCS Is Found Primarily In:

¾ Canned fruit ¾ Maple syrup ¾ Cereal ¾ Packaged foods (e.g., pancake ¾ Desserts mix) ¾ ¾ Pastries/Baked goods Granola bars ¾ ¾ Soda Candy (e.g., taffy, marshmallows) ¾ Juice ¾ Energy drink

Communication Opportunities

In Phase I (CoRe Board™), consumers reacted to myths about HFCS and indicated the information that would most impact their perception of HFCS. Based on these findings, statements were drafted and tested in the first focus group market (Boston). The statements that most resonated with consumers were revised and improved and tested in the second market (St. Louis). Based on the findings from both markets, overall themes, statements and specific terms were identified as more or less effective. Figure 1: Statement Development Process

DESIGN TEST REFINE TEST

Develop Refine Test statements Test statements hypothetical statements in Market 1 in Market 2 statements based on Market focus groups focus groups based 1 findings on key themes

Consumer Information Design: Consumer-Driven and Myth-Driven Statements

A total of 7 themes about HFCS were tested and refined with consumers. Three themes that consumers identified as important to their perceptions of HFCS were: ¾ #1: HFCS has functional uses that improve foods/beverages ¾ #2: HFCS is comparable to sugar ¾ #3: HFCS is made from corn syrup

Although the following 4 myths about HFCS are not top of mind for the majority of consumers, statements addressing these myths were developed.

¾ #4: Addresses the myth that HFCS is the sole cause of obesity. ¾ #5: Addresses the myth that HFCS is high in fructose and therefore is metabolized similarly to fructose. ¾ #6: Addresses the myth that because HFCS is less expensive to produce, it is less healthful. ¾ #7: HFCS is a misnomer. It is not high in fructose compared to other common nutritive sweeteners.

Key Finding: In general, keep statements short, positive and direct.

In testing HFCS statements, they were better received by consumers when they adhered to the following guidelines:

¾ Succinct is better. When consumers are selecting between two statements communicating a similar point, they react more positively to the more concise of the two. For example, when presented with several statements explaining details of fructose and glucose, consumers were left more confused. They preferred the simpler option.

¾ Negativity is off-putting. Verbiage that suggests consumers “should know better” does not fare well. They say they want to be informed, but not reprimanded. For example, they did not find the clauses that sound pejorative (e.g., “people who don’t understand science”) or seem at all negative (e.g., “attacking a single ingredient”) appealing.

¾ Avoid evasive sounding claims. When selecting qualifying terminology, avoid claims that could be interpreted in different ways. For example, “nearly” the same calories seems open to interpretation. In this case, consumers suggest “approximately.”

Theme #1: HFCS Uses in Food

Effective Statement: “High fructose corn syrup has many functional properties that enhance foods and beverages. It enhances fruit and spice flavors, prolongs product freshness, aids in fermentation, provides product stability, promotes cooked flavors and surface browning in baked goods, and makes moist breakfast bars2 possible.”

Consumer Response: Most consumers have little to no knowledge about high fructose corn syrup. When it is explained that it is an alternative to sugar, some consumers have a slightly more positive impression of HFCS.

2 In Boston, the sentence read “moist cookies.” Theme #2: HFCS is comparable to sugar.

Effective Statement: “High fructose corn syrup and table sugar have the same number of calories. High fructose corn syrup is not higher in calories than other sugars.”

“I like the second part; I scratched out the first sentence.” (St.Louis)

Consumer Response: Why It Worked ¾ Calories are important. As mentioned, consumers are concerned with weight gain and calories. They appreciate that this statement addresses the calorie difference between high fructose corn syrup and other sugars. ¾ The second sentence is powerful. In particular, consumers like knowing high fructose corn syrup is similar to all other sugars, not just table sugar.

Possible Improvement: ¾ Delete the first sentence. Many consumers found the second sentence more compelling, and feel the first is repetitive. This sentence was originally tested with the term “nearly the same number of calories.” Since it is accurate to say they have the same number of calories the word “nearly” made the sentence less effective for communicating accurate information about the two sweeteners.

Ineffective Statement: “Like sugar, high fructose corn syrup is a combination of glucose and fructose, so it is metabolized like sugar.”

Consumer Response: Why It Didn’t Work ¾ Glucose and fructose are insignificant to consumers. In general, consumers do not understand the importance of containing both sugars, so this statement does not have a great impact on perceptions. Further, consumers are not sure that high fructose corn syrup metabolizing like sugar is a positive quality.

Theme #3: HFCS is made from corn syrup

Effective Statement: High fructose corn syrup is made from 100% corn syrup and has no artificial or synthetic ingredients.

Consumer Response: Why It Works ¾ 100% corn syrup is considered “natural.” Consumers appreciate HFCS being compared to 100% corn syrup because it denotes a natural substance. ¾ It speaks to consumers’ definition of “natural.” Consumers believe food and beverages without artificial or synthetic components or additives are more healthful.

Theme #4: Addresses the myth that HFCS is the sole cause of obesity.

Effective Statement: “No single food or ingredient is the sole cause of obesity. Rather, too many calories combined with too little exercise is the primary cause.”

“I’ve just always been told everything in moderation; I don’t think blaming one thing is going to give you the cause of obesity.” (Boston) Consumer Response: Why It Works ¾ Consumers care about this concept. As mentioned, consumers prioritize maintaining and losing weight, and this statement speaks to this overarching theme. ¾ Consumers agree with this statement. Consumers report that obesity is caused not only by excess calories but also sedentary lifestyles. They also cite that there is not one food or beverage that is the cause of the epidemic. Theme #5: Addresses the myth that HFCS is high in fructose and therefore is metabolized similarly to fructose.

Ineffective Statement: “The information on fructose and weight gain cannot be applied to high fructose corn syrup because HFCS contains both fructose and glucose, which means it is not metabolized in the body the same way as fructose.” “The whole concept is confusing.” (Boston)

Consumer Response: Why It Didn’t Work ¾ Many consumers have a positive perception of fructose. In general, some consumers believe fructose is a healthful sugar because of its association with fruit. Consumers were completely unaware of any link between fructose and weight gain. ¾ Once explained, they find the link between fructose and weight gain complex. Even when the context is explained, consumers are confused. Some believe that if fructose is healthful and found in fruit, then it is counterintuitive that it should lead to weight gain. Many do not understand why the statement would try to disassociate fructose and HFCS.

Theme #6: Addresses the myth that because HFCS is less expensive to produce, it is less healthful. “I couldn’t care less about [the cost]…the message says nothing to me.” (Boston)

Effective Statement: “Just because high fructose corn syrup is less expensive than sugar does not mean it is less healthful.” Consumer Response: Why It Works

¾ When presented with the information that high fructose corn syrup is less expensive to produce than sugar, discussion regarding a link to healthfulness did not ensue. In fact, in all four focus groups, only one consumer made a link between cost to produce and healthfulness. Among the statements tested, they preferred the simplest.

Theme #7: HFCS is a misnomer.

Effective Statement: “High fructose corn syrup got its name from the fact that it is high in fructose relative to corn syrup, which is only glucose. In fact, high fructose corn syrup has no more fructose than that found in sugar.”

Consumer Response: Why It Works ¾ Once clarified, consumers agree with the premise that the name high fructose corn syrup is a misnomer. However, a great deal of explanation and detail is necessary beyond just what is included in the statements. • First, many consumers are not familiar with all different types of sugars (e.g., fructose and glucose) or how they impact the name of the sweetener. • Second, consumers are confused by the initial statements. As the statements are currently written, they still do not understand why HFCS is not high in fructose, and the statements in a vacuum fall short of explaining the connection between fructose levels in corn syrup and sugar. ¾ Although consumers are unaware of fructose and glucose levels, their perception of high fructose corn syrup is more positive once when they learn it is not high in fructose compared to sugar. This circles back to the point that consumers think more positively about the sweetener when it is associated with sugar.

Possible Improvement: “High fructose corn syrup got its name from the fact that it is high in fructose relative to corn syrup. Therefore, while it does have more fructose than corn syrup, it has the same amount of fructose as that found in sugar or honey.”

Why This May be Better: ¾ Explains how the name was derived. The first statement gives consumers the context they need to understand why the name is misleading. ¾ Glucose is not mentioned. Consumers are confused by the difference between glucose and fructose.

Conclusions

Several key concepts emerged as a result of this qualitative research with consumers:

♦ Consumers are concerned about sugars in general but primarily because they associate them with weight gain. Due to this concern, most consumers are attempting to moderate their intake of all types of sweeteners, as well as sweet foods and beverages.

♦ Most consumers have not heard of HFCS and require education about it. When asked, most think of HFCS as they would table sugar. Regardless, the most effective communication is accurate, concise, positive, and easy- to-understand.

♦ As more people become aware of HFCS, it will be important to provide the facts to offset any possible confusion or misunderstanding about what they are, why they are used, and their effects on health.