Customization has long been a point of interest for customers, most especially when it comes to what’s in their cup. Hot or iced, flavored or traditional, caffeinated or non, beverages offer consumers an opportunity to fully personalize their order based on taste preferences and mood—all the way down to sweetener type.
Just how important is variety when it comes to sweeteners? According to an assessment by Technomic, 20% of consumers said they would skip purchasing a beverage altogether if their preferred sweetener was unavailable. Additionally, consumers are even more likely to choose sweetened beverages when they are away from home.1
Getting to know their core customer base—their tastes and the reasons behind selections—can help operators offer the ideal mix of sweeteners. J.M. Smucker Away From Home has taken the time to understand consumer preferences based on demographics and buyer types. Their portfolio of sweeteners, spanning zero-calorie to natural options, can be explored through 5 key beverage buyer personas: The Vitalist, The Traditionalist, The Foodie, The Naturalist and The Purist. This breakdown was created to help operators create the ideal mix of beverages and accoutrements most relevant to their core customer base.
The vitalist
Focused on feel-good foods, this consumer type seeks out food choices that deliver health benefits as well as flavor. The Vitalist leads an active lifestyle and enjoys time outdoors and exploring new flavors. Plant-forward options are welcome and clean-label options are preferred.
Sweetener Pick: Agave In The Raw® Organic Agave Nectar (New to Foodservice)
The traditionalist
Fitting with Baby Boomer preferences for full-flavor sweetness without the calories, The Traditionalist likes to customize classic beverages like black coffee, iced coffee and iced teas. These older adults like to stay active and place importance on spending time with friends and family.
Sweetener Pick: Sweet’N Low® Zero Calorie Sweetener
The foodie
Always focused on quality experiences and premium taste, The Foodie is interested in all-natural ingredients and views away from home eating experiences as entertainment. They tend to prefer coffeehouse-style beverages, including coffee, cold brew and smoothies.
Sweetener Pick: Sugar In The Raw® Turbinado Cane Sugar
The naturalist
Similar to some other personas, The Naturalist cares about real, natural ingredients, but has a heightened awareness around the ingredients that go into the foods they consume. This buyer gravitates toward plant-based foods and seeks out specialty beverages as a treat.
Sweetener Pick: Stevia In The Raw® Zero Calorie Sweetener
The purist
Organic callouts are something this buyer looks for in their food and beverage choices. These young adults care about great taste, familiarity and realness. Hot and iced coffees, iced teas and smoothies are at the top of their list when seeking out something to sip.
Sweetener Pick: Organic White Sugar In The Raw® Organic Cane Sugar
Which personas sound most like your customers? There may be one that rises to the top, but it’s most likely that you recognize a few. In general, flavor enhancement is the primary reason consumers select sweeteners, with “all-natural” coming in second, ahead of calorie reduction.1 When it comes to Gen Z and Millennial consumers, they seek out ways to customize beverages to their individual preferences and dietary needs.2 Offering a variety that can satisfy a range of taste helps ensure operators aren’t missing out on beverage sales—and more importantly, that they’re delighting guests.
To learn more about what your ideal Sweeteners offering looks like, visit their website.
1 Technomic Sweeteners AFH Opportunity Assessment April 2022
2 PR Newswire, For Gen Z, craft drinks have become a way of self-expression and identity, November 2023
