Danisco is reporting the results of an independent, comprehensive telephone survey focused on current and potential users of Litesse®, Danisco’s polydextrose and Lactitol, Danisco’s milk-based sweetener. Respondents commented that what differentiates the sweeteners from competitive products were multifunctional attributes such as “more neutral tasting,” “low glycemic index,” “best in glycemic applications,” “good low calorie filler for chewable tablets” and “excellent in chocolate.”
According to Donna Brooks, regional director, Danisco, the survey results “will assist us to make improvements on a number of fronts, including in our Applications Center, in the Sales field and in our support functions. It’s important to keep track of what our customers think and to use that learning to continuously enhance our products and services.”
A series of 15-minute interviews of current and prospective customers of both Litesse and Lactitol were conducted, and 150 subjects responded to the interview requests. Respondents were asked to identify their product areas and were questioned about their familiarity with Danisco at the start of the interview. Respondents were asked about which functional uses of Litesse and Lactitol products were most important to them, which sweetener brands they most frequently purchased, what service benefits led to the choice of their top-three sweetener suppliers and their satisfaction with the service offered by these suppliers. Danisco’s sales, marketing and technical performance was also evaluated in a series of open-ended responses so that Danisco could identify issues where a need for improvement may be indicated. The responses showed that in terms of overall satisfaction with customer service, Danisco scored significantly higher than its competitors.
Litesse survey respondents consisted of people from the confectionery, bakery and dairy industries. Repeatedly, it was reported that Litesse is recognized for its multiple benefits, with low calorie, sugar replacement, low glycemic and dietary fiber benefits most frequently cited. Awareness of prebiotic and satiety benefits was also mentioned. Danisco was consistently cited as one of the top three companies that respondents turned to when looking for health and wellness benefits, specifically bulking agents, sugar replacement, calorie reduction, dietary fiber, prebiotic and low glycemic benefits.
When asked about the functional uses of Lactitol, most reported that they use the product for more than one function: 83% of respondents said they use it as a polyol and/or sweetener; 78% said they use it as a sugar replacement; 56% as a calorie reducer; and 42% for low-glycemic applications. Respondents were representative of a range of different market segments, including confectionery and chocolate producers.
When asked about trends affecting the food industry today and in the future, the ongoing safety of the food supply, weight loss and anti-obesity were cited as the most significant. Concerns about creating products for a population that is aging and showing an increase in its number of diabetics was also noted as an important trend. Other, more-sustained trends that have been important to the industry in the past and were again cited include convenience and hand-held foods, energy foods, organic products, use of whole grains, and foods that are quick and easy to prepare.
For more information, contact Donna Brooks at 800/255-6837, ext. 2521, or visit http://www.litesse.com.
