IDEAS home Printed from
   My bibliography  Save this paper

Young Consumers’ Demand For Natural Sweeteners


  • Krutkramele, Katrina
  • Ehmke, Mariah D.


Health conscious consumers are increasingly concerned about the caloric content and glycemic index of sweeteners added to food. Currently, the average American consumes 22 teaspoons of added sugar in processed foods per day. Young people typically consume higher amounts of sweeteners via candy, sports drinks, and soda (Smed, Jensen et al. 2007). Recently, the American Heart Association issued a statement recommending no more than six teaspoons for women and nine teaspoons for men of added sugar in processed foods per day (Winslow and Wang 2009). Of particular concern is the glycemic index of sweeteners—or how quickly sweeteners raise one’s blood sugar level after consumption. While much of recent concern about added sugar focuses on high fructose corn syrup, other industries, including the honey and beet sugar industries, are likely to be affected by these new recommendations and consumer sentiment. The objective of this research is to measure young consumers’ values of natural sweeteners’ glycemic index and to relate this information to their personal risk-preferences and relationships. This research generates needed information for policy regarding refined sugars and natural sweeteners in processed foods. Our primary hypothesis is that the value of natural sweetener alternatives with different glycemic indexes varies with consumers’ health consciousness. Further, consumers’ valuations are influenced by their own underlying health-risk assessments and social and familial relationships. We hypothesize consumers’ economic risk preferences are correlated with their demand for natural sweetener alternatives. We also hypothesize social and family relationships effect the stability of individual preferences for natural sweeteners.

Suggested Citation

  • Krutkramele, Katrina & Ehmke, Mariah D., 2010. "Young Consumers’ Demand For Natural Sweeteners," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116430, European Association of Agricultural Economists;Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:eaa115:116430

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Charles A. Holt & Susan K. Laury, 2002. "Risk Aversion and Incentive Effects," American Economic Review, American Economic Association, vol. 92(5), pages 1644-1655, December.
    2. Smed, Sinne & Jensen, Jorgen D. & Denver, Sigrid, 2007. "Socio-economic characteristics and the effect of taxation as a health policy instrument," Food Policy, Elsevier, vol. 32(5-6), pages 624-639.
    3. Jayson L. Lusk & Ted C. Schroeder, 2004. "Are Choice Experiments Incentive Compatible? A Test with Quality Differentiated Beef Steaks," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(2), pages 467-482.
    Full references (including those not matched with items on IDEAS)


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:eaa115:116430. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.