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New survey: Danes are worried about artificial sweeteners


The Danes are increasingly trying to avoid artificially sweetened products according to a new Nordic survey conducted among more than 10,000 people, of whom a little over 2,700 were Danes.

Nearly 40% of the Danes try to avoid products containing artificial sweeteners, whereas slightly fewer, 34%, try to avoid sugar-sweetened products. About 25% of consumers do not care about how products are sweetened. These are the findings of the survey conducted by The Nielsen Company on behalf of Nordic Sugar.

According to Anne-Mette Nielsen, Nutrition Communication Manager of Nordic Sugar, some of the explanation for the figures lies in the general view that sugar is a natural product many consumers prefer over the artificial sweeteners.

“It’s a trend that’s been going on for a couple of years now, and which is far more widespread in for instance Sweden”, she says.

The survey also shows that the Danes have responded positively to the many campaigns about healthy eating and exercising. Changes in dietary habits are mentioned by 83% and physical activity by 62% of the Danes who are trying to lose weight. Between 40 and 50% of all Danes are trying to lose weight according to the survey by The Nielsen Company.

For more information:
Anne-Mette Nielsen, Nutrition Communication Manager, Nordic Sugar A/S. Tel. +45 3266 2570,

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