The social media influencer universe can be a complex business when identifying the top talent draws. In fact, on his website nealschaffer.com, fractional CMO Neal Schaffer compiled a list of the Top 30 Instagram Influencers To Follow In 2022 in which he segments the list based on industry of influence as well as other social platforms including TikTok and YouTube. Yet, in the beverage market, the true influencer is not on social media but is an entire ingredient category.
“Sugar content remains a key influencer for American consumers,” says Carla Saunders, senior marketing manager of high-intensity sweeteners for Cargill, Wayzata, Minn. “According to our proprietary research, 62% say they are likely to check the amount of sugar before purchasing a new product, making sugar levels a higher priority than sweetener type or a specific sweetener claim.”