American consumers’ awareness and preference toward 17 types of natural and artificial sweetening agents are explored in Kerry’s newest white paper, “Sensibly Sweet.” Kerry surveyed over 760 American consumers across gender, age groups, and ethnicities, uncovering specific categories that were perceived to have high amounts of sugar, the amount of sugar consumers expect across product categories, and taste preferences for reduced sugar products. The results of the study provide unique insight into consumer preferences of types of sweetening agents, preferred intensity of sweetness, and impact on the taste and nutrition of the product.