Consumer research shows that sugar reduction messaging is reaching consumers. In the 2020 Health and Nutrition Survey, at least half of consumers surveyed reported cutting back, limiting, or avoiding sugar to prevent conditions such as diabetes or to lose or manage their weight.

According to a recent Numerator Survey of Yerba Mate shoppers, 80% are concerned or very concerned with sugar content in their drinks and 69% of the current category leader's shoppers wish there were more unsweetened options available.