Sugar is being eliminated from recipes – Kommersant FM
[ad_1]
Manufacturers of soft drinks are reducing the amount of sugar due to the excise tax on it: an additional fee of 7 rubles. per liter will be charged from July 2023. As the Mash Telegram channel writes, citing a source in the Chernogolovka company, in order not to increase final prices for consumers, soda manufacturers are forced to use sweeteners. These are mainly sodium cyclamate and sucralose. The trend was confirmed by Kommersant FM and other market participants.
However, such a replacement did not affect the quality of the products, noted one of the founders of Famous Amazing Brands, Anton Stelmakov. However, he does not undertake to predict the demand for drinks according to the new recipe:
“Indeed, the introduction of excise taxes on drinks affected the market. Many manufacturers, in order to level out the price increases that could occur, began to use sweeteners.
This can hardly affect the quality, because they are all approved, tested and certified. The only thing is that it may affect the taste of the soda. But this must be left up to the consumer, whether he will notice it or not, and if he notices it, how he will react.
Will this affect demand and confidence in the product on the part of those consumers who feel that the taste has changed for the worse? Of course it will. To what extent, only time will tell.”
According to a study by the Research Me agency, in 2021 in Russia, half of women and a third of men respondents noted that they are trying to consume less sweets. However, in the soft drink market, the slight increase in the popularity of soda with sweeteners was caused, rather, by marketing promotions, explained Ivan Fedyakov, general director of the Infoline agency:
“The total sales volume of drinks with minimal sugar content or with sweeteners amounted to no more than 15% of the total sales range that was in Russia until 2022. It was largely supported by investment in advertising campaigns, as large multinational corporations, as a gesture of goodwill, tried to draw attention to the fact that carbonated drinks could be harmless.
In 2022, due to their departure from the Russian market and the cessation of production of a number of similar products, sales volume fell significantly, by more than 20%. That is, the share of sales fell below 10% of the total volume.
Today we see a slightly different process – the attempt of manufacturers to switch to sugar substitutes is not connected with the fight for the health of citizens, but rather with the fiscal burden that arose in connection with the payment of excise taxes.
In this sense, the release of such drinks, it seems to me, will be accompanied by minimal mention of the fact that they do not use sugar, because this is not yet necessary for consumers.”
The new excise tax applies to soda, energy drinks and any sweet drinks, but the sugar content should not exceed 5 grams. per 100 ml.
Everything is clear with us – Telegram channel “Kommersant FM”.
[ad_2]
Source link
