Do consumers prefer reduced sugar over sweeteners?

Being just two weeks removed from Halloween, U.S. consumers likely aren’t as concerned about their current sugar intake, especially if they’re still eating sweets stashed in pillowcases and jack-o-lantern buckets. But for the remainder of the year, sugar is at the top of mind for most U.S. consumers, according to a survey by Innova Market Insights. The research firm says three in five survey respondents would rather cut back on sugar than consume artificial sweeteners. What’s more, sugar-related claims continue to grow, and they’re increasingly taking more prominent on-pack positions.