11.01.09
More than one out of every three mothers is aware of stevia, according to a consumer research study sponsored by PureCircle, Florham Park, NJ, which teamed with LaunchForce, an innovation consultancy, to find out what mothers really think about stevia and other sweeteners currently on the market. The research was conducted in the spring of 2009 with moms, aged 25 to 49, who are the primary grocery shoppers in their household. The 40-minute Internet survey asked respondents about their awareness and perception of sweeteners and brands, product category opportunity and how specific sweeteners fit with brands. “From a qualitative perspective, the first thing that became apparent is that moms are being bombarded with sweet messages and they’re ambivalent about them,” said Tim Coffey, LaunchForce’s CEO. “They want to give their families sweet treats, yet they’re concerned about obesity and how some sweeteners may affect their health.”