Diet Pepsi Survey: New Sweeteners Could Entice Customers

Diet Pepsi is ditching one of its main ingredients. The soda giant is getting rid of the aspartame that it has long used to sweeten the beverage. It will instead use other artificial sweeteners in the hopes of correcting some falling sales and health concerns that consumers have about aspartame. So what do people think about the switch and about diet sodas in general?

diet pepsi

Soda Drinkers

In Ask Your Target Market’s latest survey, 12% of respondents said they drink soda multiple times per day. 18% drink soda daily. 17% drink it a few times per week. 9% drink it about once per week. 10% drink soda a few times per month. 21% said they rarely ever drink soda. And 13% never drink it.

20% of soda drinkers said they only ever drink diet soda. 12% drink diet soda most of the time. 7% drink it about half the time. 17% said they rarely ever drink diet soda. And 44% never do.

Diet Soda

In general, 27% of those who drink diet soda said they like the taste of it much more than the taste of regular soda. 13% said they like diet soda a bit more than regular soda. 20% said they like it just about as much as regular soda. 13% said they like regular soda a bit more than they like diet soda. 21% said they like regular soda much more than diet soda. And 5% said they don’t like the taste of diet soda at all.

Just 2% of those who don’t regularly drink diet soda said they have tried it at some point and actually enjoyed it. 66% said they did not enjoy the taste of diet soda. 8% said they like some kinds but not others. And 25% said they’ve never even tried drinking diet soda.

Diet Pepsi

But aspartame could be part of the reason that some people don’t seem to like some kinds of diet soda. 36% of overall respondents said they would be likely to try Diet Pepsi with its new sweeteners. 41% said they would be unlikely to try it, but many of them never drink any kind of soda at all. And 23% were neutral about it.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Diet Pepsi from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on April 25 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.