Would you swap sugary snacks for non-sugary treats?
by Angus Kennedy
I like the idea from Ricola who had the ingenious idea to ask shoppers in the UK if they would swap sugary snacks for non-sugary-but-still-sweet-treats as they exited the UK supermarket a couple of weeks ago. Their research was interesting which was carried out on the 28th January this year. They discovered that only 35% of adults in the UK are careful about their sugar intake. 21% of adults admit enjoying at least one sugar based treat every day and 44% of those surveyed don’t monitor their weekly sugar . And as little as 27% do recognise that they consume too much sugar. Ha! … of which I have been in all the categories!
I would have thought that surely more would know they eat too much sugar. Or refuse to know. But perhaps it’s like wine we have the odd glass here and there. Especially when you have 5 kids like me! Yup and bingo the doctor tells you that you are over the recommended booze quota. But I need my wine as some people need to eat something that is their choice and they like not to listen.
Ricola came out with a very clever idea to promote their sugar free confections so they asked shoppers if they would swap their sugar based confections for their brands of sugar-free candies. The results were promising they told us, with high numbers of consumers going for the sugarswap. I don’t think the same would happen for a bottle of beer or champagne if we offered that but it’s a clver promotion to swap shopper purchases for something else. I would like to swap all my food trolley for bottles of champagne. Now that’s what I call an interesting promotion!