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Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 4th Edition

August 4, 2014

LONDON, Aug. 4, 2014 /PRNewswire/ — Reportbuyer.com has added a new market research report:

Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 4th Edition

http://www.reportbuyer.com/food_drink/flavours_ingredients/sugar_sweeteners/sugar_sugar_substitute_sweetener_trends_u_s_3rd_edition.html

Intense focus on added sugars consumption and links to obesity, diabetes and heart disease is anticipated to motivate consumers to both reduce total consumption and switch to sweeteners perceived as more healthful, including less refined sugars, honey, coconut sugar, and natural zero calorie sweeteners. Less refined, niche sugars and sweeteners are expected to grow at the expense of commodity sugar, especially white granulated. Despite general negative consumer sentiment related to zero calorie sweeteners, greater acceptance of their use is predicted. In part this is due to the availability of natural options, stevia and monk fruit, but also a matter of pragmatism: The growing number of Americans being diagnosed with diabetes or taking steps to prevent it will seek alternatives to sugar. Younger consumers in particular are concerned about economic and environmental sustainability when selecting sweeteners and avoidance of genetically modified foods will likely drive sweetener selection for a growing number of consumers.

Scope of Report

This report strives to estimate and analyze the size, growth rates and composition of the sugar and sweeteners market in the United States, focusing specifically on the retail market for kitchen and tabletop use while also discussing major trends that are currently impacting or are expected to impact the selection and use of sweeteners for foodservice and industrial use by processors. The sugar and sweetener products and markets covered in this report include those found at retail including sugars, corn and cane sweeteners, pancake and maple syrup, honey, molasses, zero calorie sweeteners, both those classified as natural and artificial, and others that may be considered niche sweeteners, such as agave nectar and coconut sugar.

Report Methodology

The information in this report was obtained from both primary and secondary research. Consumer data were derived from a Packaged Facts national online consumer survey conducted in April 2014 with a panel of 2,000 U.S. adults (age 18+) balanced to the national population on the primary demographic measures of gender, age range, ethnicity, geographic region, marital status, presence or absence of children in the household and household income.

Additional consumer data were obtained from the Simmons National Consumer Survey through Fall 2013 from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

Retail sales figures credited to IRI (Chicago, IL) are based on IRI aggregated multi-outlet (MULO) sales tracking, which represents sales through U.S. supermarkets, drugstores including Walgreens, CVS and Rite Aid), mass merchandisers (Wal-Mart, Target, Kmart and Shopko), warehouse clubs (Sam’s Club and BJ’s, but not Costco), dollar stores (excluding Dollar Tree) and military commissaries.

Nine retailers in three geographic locations (Houston, TX, Minneapolis, MN, and New York and New Jersey) were visited and sugar and sweetener offerings studied in conjunction with this report. A wide range of industry sources were also leveraged including interviews and discussions with industry participants and subject matter experts, sugar and sweetener company websites, videos embedded in these websites, trade publications, business newspapers and magazines, consumer blogs, financial blogs, social media, annual reports, 10Ks and press releases.

Who Will Benefit From This Report

Food Retailers

Sugar Producers

Manufacturers and Marketers of Zero Calorie Sweeteners

Honey and Maple Syrup Producers, Processors and Marketers

Ingredient and Agricultural Commodity Producers

Food and Beverage Manufacturers

Foodservice Operators

Private Label (Retail) Branding Firms

Advertising Agencies

Investment Banks

Benefits of This Report Include

U.S. Retail Market Size Estimates through 2018 for:

Sugar

Sugar Substitutes

Honey

Pancake and Waffle Syrup

Pure Maple Syrup

Corn Syrup

Molasses

Market Share of leading brands and private label for each sweetener type

Coverage of the latest issues and trends affecting specific sweeteners

Descriptions of new product introductions

Packaged Facts predictions for sugars and sweeteners

Chapter 1 Executive Summary

Scope and Methodology

Report Methodology

Definitions and Classifications

What Are Added Sugars?

Zero-Calorie Sweeteners

Market Outlook

Table 1-1 Projected U.S. Retail Sales of Sugar and Sweeteners, 2013-2018 (in million $)

Table 1-2 Projected U.S. Retail Sales of Sugar and Sweeteners, 2014 (Dollar Sales and Market Share)

Factors to Market Growth

Added Sugars in the Spotlight

Growth in Non-GMO Foods

Growing Interest in Sustainability

Market Opportunities

Sugar

Zero-Calorie Sweeteners

Other Natural Caloric Sweeteners

Honey

Implications for the Food Industry and Foodservice

Changes to Nutrition Facts Panel

Soft Drink Companies Bear Brunt of Pressure to Cut Sugar

Industry Eagerly Awaits More Cost Effective and Better-Tasting Stevia

Sugar Isn’t Just Sugar: Pickier Consumers Demand GMO

Transparency

Processors Face Uncertainty Over Sugar Prices

Sweetener Market Size and Growth

Table 1-3 IRI-Tracked MULO U.S. Retail Sugar and Sweeteners Sales and Volume, 52 Weeks Ended January 26, 2014

Sugar: A Market in Flux

Reduced Consumer Demand for Sugar

Niche Sugars Gain Wider Appeal

Mexican Sugar Imports

Growing Interest in Non-GMO Foods

Leading Sugar Brands

New and Niche Sugar Products at Retail

Zero-Calorie Sweeteners

Leading Zero-Calorie Sweetener Brands

Flavored Zero-Calorie Sweetener Offerings

Natural Zero-Calorie Sweeteners – A Private Label Opportunity at Retail

Umbrella Brands Growing in Popularity for Zero-Calorie Sweeteners

Other Caloric Sweeteners

Agave Nectar

Coconut Sugar

Honey

U.S. Honey Market Characterized by Many Small Brands

Honey Product Trends

Conventional Kitchen Syrups

Maple, Pancake and Waffle Syrup

Cane and Corn Syrup

Molasses

Consumer Attitudes and Behaviors

Consumer Attitudes About Sugars and Sweeteners

Chapter 2 Market Forecast and Opportunities?

Factors to Market Growth

Added Sugars in the Spotlight

Added Sugars Implicated in Obesity and Diabetes

Sugar Consumption, Independent of Obesity, Linked to Diabetes

Added Sugars Increasingly Linked to Heart Disease

Spotlight on Added Sugars Leads to Global “Action on Sugar”

U.S. Government Efforts to Cut Added Sugar

Table 2-1 Sources of Added Sugars in U.S. Diets: Consumers Age 2 Years or Over, NHANES 2005-2006

Table 2-2 Added Sugar Consumption: Key Consumer Behaviors and Potential Sugar-Cutting Strategies

Sugar: The Next Cigarette? Efforts to Guard Public Health

Regulatory Measures: Bans and Portion-Size Restrictions

Health-Conscious Consumers Taking Control

Growth in Non-GMO Foods

Retail Sugar and Sweetener Product Marketers Promote Non-GMO

Growing Interest in Sustainability

Projected Market Growth

Overall Retail Sweetener Market Projected to Suffer from Lower

Sugar Sales

Table 2-3 Projected U.S. Retail Sales of Sugar and Sweeteners, 2013-2018 (in million $)

Figure 2-1 Projected U.S. Retail Sales of Sugar, 2013-2018 (in million $)

Figure 2-2 Projected U.S. Retail Sales of Sweeteners, 2013-2018 (in million $)

Market Opportunities

Sugar – Focusing on the Positives

Benefits of Niche Sugar Brands Offer Growth Opportunities

Highlighting Organic and Non-GMO

Packaging and Product Formats for Enhanced Consumer

Experience

Not Just Sugar

Retail Opportunities for Zero-Calorie Sweeteners

Continuously Evolving Packaging Formats

Zero-Calorie Sweeteners to Steer Reduced Sugar Blends

Other Caloric Sweeteners

Agave Syrup

Coconut Sugar

Honey: The New Liquid Gold?

Conventional Kitchen Syrups

Can Maple Follow in Honey’s Footsteps?

Opportunities for Corn and Cane Sugars

Food & Foodservice Industry Implications: The Future of Sugar and Sweeteners

Pressure on Processors Mounts with Proposed Added Sugar Labeling

Figure 2-3 Proposed Changes to Nutrition Facts Panel February 2014 Focus on Added Sugars

Soft Drink Companies Bear Brunt of Pressure to Cut Sugar

Stepping Up Self-Monitoring Efforts for Added Sugars

Industry Eagerly Awaits More Cost Effective and Better-Tasting

Stevia

Cargill Promotes ViaTech for Processors of Reduced Sugar Products

Can Stevia Salvage Slumping Soft Drink Sales?

Coca-Cola Life

Pepsi Next

Reb D and M Improve Stevia’s Sweetness with Fewer Off-Notes

Using Biotechnology to Enhance Stevia’s Appeal

But Will It Still Be Natural?

More Zero-Calorie Sweetener Use

Foodservice Opportunities for Natural Zero-Calorie Sweeteners

Beverages and Zero-Calorie Sweeteners Increasingly Inseparable

Anti-High Fructose Corn Syrup (HFCS) Sentiment Still Runs High

Sugar Isn’t Just Sugar – Pickier Consumers Demand GMO

Transparency

Processors Face Uncertainty Over Sugar Prices

Niche Sweeteners Going Mainstream

Foodservice Opportunity to Expand Tabletop Sweetener Offerings

Growing Consumer Awareness of Sustainability

Chapter 3 Sweetener Market Size & Growth

Table 3-1 IRI-Tracked MULO U.S. Retail Sugar and Sweeteners Sales and Volume, 52 Weeks Ended January 26, 2014

Size and Composition of the Market

U.S. Sugar and Sweeteners Retail Market Projected at $4.28 billion for 2014

Table 3-2 Projected U.S. Retail Sugar and Sweeteners Market, 2014 (Dollar Sales and Market Share)

Supermarkets Expected to Lead in Sales of Sugar and Sweeteners .. 63

Figure 3-1 Projected U.S. Retail Sugar and Sweeteners Market, 2014 (Percent of Dollar Sales by Retail Channel)

Table 3-3 U.S. Sugar and Sweeteners Market: Projected Dollar Sales by Retail Channel, 2014

Offerings Vary Greatly by Retail Channel and Specific Retailer

Sugar: A Market in Flux

Table 3-4 IRI-Tracked (MULO) U.S. Retail Sugar Sales, 52 Weeks Ended January 26, 2014 (Dollar Sales, Volume, 52 Week %Change and Share)

Global Sugar Production Exceeds Global Demand

Figure 3-2 World Sugar Production by Country, November 2013/14 (Million Metric Tons)

U.S. Beet Sugar Production Greater than Non-GMO Cane

Table 3-5 U.S. Beet and Cane Sugar Production by Fiscal Year and Percent Share 2004/05 – 2013/14E

New Farm Bill Continues Sugar Program Unchanged

U.S. Producers Seek Legal Action and Financial Remedy for

Mexican Dumping

Global and Domestic Sugar Policy Impact on U.S. Retail Prices

Figure 3-3 U.S. Wholesale and Retail Refined Sugar Prices,2004-2014 Calendar and Fiscal Years

Recast of Per Capita Sugar Consumption Calculation

Table 3-6 U.S Sugar Deliveries for Human Consumption Non-Industrial Use Type, 2004-2013

Table 3-7 U.S. Sugar Deliveries for Human Consumption by Industrial Use, 2004-2013

Sugar Substitutes

Zero-Calorie Sweeteners

Figure 3-4 U.S. Retail Market for Zero-Calorie Sweeteners:

Projected Market Share of Best-Selling Types, 2014

Artificial Zero-Calorie Sweeteners

Aspartame

Saccharin

Sucralose

Natural, Plant Based Zero-Calorie Sweeteners

Stevia

Opportunities Abound for Stevia; Still in Its Infancy

Monk Fruit

Polyols

Erythritol

Xylitol

Other Caloric Sweeteners

Agave

Agave Market Experiences Double Digit Growth

Coconut Sugar

Retail Market for Coconut Sugar Still Emerging

Evaporated Cane Juice

Sweetener Blends

Honey

Production

Table 3-8 U.S. Honey Production and Active Colonies, 2008-2013 (Pounds and Number in Millions)

Table 3-9 U.S. Honey Production: Top Five U.S. Honey Producing States, 2011-2013 (Pounds in Thousands)

Honey Imports on the Rise

Table 3-10 U.S. Honey Imports by Importing Country, Calendar

Years 2009-2013 (Metric Tons)

Table 3-11 Percent Share of U.S. Honey Imports by Type, 2011

Production Challenges

Honey Consumption

Conventional Kitchen Syrups

Table 3-12 IRI-Tracked MULO U.S. Retail Syrups and Molasses

Market Size and Growth, 52 Weeks Ended January 26, 2014 (Dollar and Volume Sales, % Change and Share of Category)

Maple Syrup

Maple Syrup Consumption

Maple Syrup Production

Table 3-13 U.S. Maple Syrup Production by State, 2013 (Gallons and Percent of Total Production)

Table 3-14 U.S. Maple Syrup Production for Retail Sale: By State, 2011-2012 Gallons and Percent of Total Production for Retail

Maple Plantations Could Boost Production Per Acre

Maple Syrup Heist Goes to Hollywood

Chapter 4 Marketing and Retailing

Sugar

Private Label Loses Dollar Sales and Volume for White Granulated .. 99

Table 4-1 Top-Selling IRI-Tracked MULO White Granulated Sugar Brands (2013 Dollar Sales, Volume and 52 Week % Change)

Figure 4-1 Mass-Market Share of Leading White Granulated Sugar Brands, 2013

Private Label Loses the Most in Brown, Powdered and Flavored Segment

Table 4-2 Top-Selling IRI-Tracked MULO Retail Brown/Powder/

Flavored Sugar Brands (2013 Dollar Sales, Volume and 52 Week % Change)

Figure 4-2 Mass-Market Share of Leading Brown/Powder/Flavored Sugar Brands, 2013

Consumer Reports of Sugar Brands and Amounts Used

Table 4-3 U.S. Household Use of Sugar: Brands and Amounts

Used, 2008-2013 (Percent Purchasing and Pounds Used in

Last 30 Days)

Niche Sugar Brands Offer Benefits of Better-for-You, Better-for-the-Planet

Niche Sugar Brands at Mainstream Retailers

Recent Niche Sugar Product Introductions

Tate & Lyle Fairtrade Sugars Now Marketed in the USA

Illustration 4-1 Tate & Lyle Fairtrade Sugars

Sugar In The Raw (Cumberland Packing Corporation)

Illustration 4-2 Sugar In The Raw Organic White(TM)

Zulka (Zucarmex)

Florida Crystals

Wholesome Sweeteners

Sugar Marketing and Promotion Tactics

Niche Sugar Brands Highlight Organic, non-GMO and

Certifications

Non-GMO Project Verified

Certified CarbonFree®

Approaches for Promoting Cane, Non-GMO and Organic Sugar

Marketing and Promotional Approaches for Mainstream Sugar

Brands

Illustration 4-3 C&H Brand Label Highlighting 100% Cane Sugar

Online and Social Media Presence of Sugar Companies

Table 4-4 Facebook Statistics for Major Sugar Brands, May 2014

Recent Sugar Product Introductions

Packaging Innovation for Commodity Sugar

Flip Top Pourable Sugar

Illustration 4-4 C&H Flip-Top Pourable Sugar

Illustration 4-5 Domino Flip-Top Pourable Sugar

Major Sugar Marketers

American Crystal Sugar

Domino Foods, Inc.

Imperial Sugar Company

Michigan Sugar Company

Sugar Foods Corporation

U.S. Sugar Co., Inc

Wholesome Sweeteners

Zucarmex, USA

Low and Zero-Calorie Sweetener Brands

Table 4-5 Leading Zero-Calorie Sweetener Brands Listed by Primary Sweetener

Splenda Still Dominates

Table 4-6 Top-Selling IRI-Tracked MULO Zero-Calorie Sweetener Brands, 2013 Retail Sales, Volume and 52 Week % Change

Figure 4-3 Mass-Market Share of Top-Selling Zero-Calorie Sweetener Brands, 2013

Sugar Substitute Brands Purchased and Amount Used

Table 4-7 U.S. Household Use of Sugar Substitutes: Brands and Amounts Used, 2008-2013

Table 4-8 Splenda Zero-Calorie Sweetener Products, April 2014

Growth Is From Natural Zero-Calorie Sweeteners

Truvia Tops Stevia Brands

Table 4-9 Cargill Truvia Natural Sweetener Product Line,

April 2014

Table 4-10 Stevia In The Raw Product Line, April 2014

Table 4-11 Pure Via Product Line, April 2014

Monk Fruit Brands

Table 4-12 Nectresse Zero-Calorie Sweetener Products, April 2014

Table 4-13 Monk Fruit In The Raw Product Line, April 2014

Private Label – A Potential Growth Opportunity for Natural Sweeteners

Sweetener Blends: Splenda Loses, Stevia Gains

Umbrella Brands Growing in Popularity for Zero-Calorie

Sweeteners

Natural Blends Expected to Grow

Liquid Sweetener Concentrates, a Step Away from Water Enhancers?

Sucralose Patent for 40% Higher Yields

Major Marketers of Zero-Calorie Sweeteners

Cargill

Cumberland Packing Corp.

Heartland Food Products Group

McNeil Nutritionals

Merisant Company

Zero-Calorie Sweetener Marketing and Promotion

Tactics

Artificial Sweetener Brands Aim to Maintain Awareness and Share

Equal Brand Sweeteners

Splenda Minis

Illustration 4-6 Splenda Minis

Natural Sweetener Brands Strive to Differentiate Their Way to the Top

Other Caloric Sweetener Substitutes

Madhava and Wholesome Sweeteners Lead Agave Sales

Agave Retail Landscape Reveals Relatively Few Private Label Offerings

Recent Agave Product Introductions Feature Blends and Flavors

Coconut Sugar

Coconut Sugar Brands

Coconut Sugar Market Presence Limited, but Growing

Coconut Sugar Product Innovation

Coconut Sugar Outlook

Honey Market Driven by Private Label and Small Brands

Table 4-14 Top-Selling IRI-Tracked MULO Shelf-Stable Honey Brands, 52 Weeks Ended January 26, 2014 (Dollar and

Volume Sales by Brand, 52 Week % Change)

Honey Market Share Fragmented with Greater Use of Alternate Channels

Table 4-15 Leading IRI-Tracked MULO Honey Brands,

52 Weeks Ended January 26, 2014 (Dollar Sales and Market Share)

Table 4-16 Honey Brand Volume Sales and Volume Share,

IRI MULO 52 Weeks Ended January 26, 2014

New Honey Products & Marketing Trends

To Avoid Pesticides, Greater Demand for Organic and Non-GMO Honey Likely

Table 4-17 Eulogia Honey Product Offerings, 2013-2014

Honey That’s Easier to Use

Illustration 4-7 Nektar Honey Crystals

True Source Certification from Hive to Table

Illustration 4-8 True Source Certified Logo

Growing Interest in Local and Unique Honey

Illustration 4-9 Prairie Rock Wildflower Honey Comb Honey Locally Produced and Packed in SW Minnesota

Illustration 4-10 Ames Farm Single Source Honey Hive Number and Location Indicated

Honey Brands for Hispanic Consumers

Illustration 4-11 Don Amusan Brand Honey Targeting Hispanic Consumers

Conventional Kitchen Syrups

Maple, Pancake and Waffle Syrup

Table 4-18 Top-Selling IRI-Tracked MULO Maple, Pancake and Waffle Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume and 52 Week % Change)

Figure 4-4 Mass-Market Share of Top-Selling Maple/Pancake & Waffle Syrup Brands, Year Ended January 26, 2014

Table 4-19 Top-Selling IRI-Tracked MULO Pure Maple Syrup

Brands, Year Ended January 26, 2014 (Dollar Sales, Volume,

52 Week % Change, and Market Share)

New, International Grading System Debuted

Variability in Retail Assortment of Pure Maple Syrup

Innovation and Old-Fashioned Marketing Needed to Drive Maple Sales

Corn, Crystal, and White Syrup Segment Still Dominated by Karo

Table 4-20 Top-Selling IRI-Tracked MULO Corn/Crystal/White Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change, and Market Share)

Regional Brands with Strong Roots

Retail Selection Varies by Geography

Karo Leverages No HFCS Messaging

Future Growth a Serious Challenge for Corn, Crystal and White Syrups

Grandma’s and Brer Rabbit Brands Dominate the Molasses Segment

Table 4-21 Top-Selling IRI-Tracked MULO Molasses Brands, Year Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change, and Market Share)

Molasses Products Differ in Nutrient Content

Table 4-22 Nutritional Comparison of Molasses Varieties

Brer Rabbit Mild Flavor, Full Flavor and Blackstrap Molasses

Grandma’s Almost Always on the Retail Shelf

Challenging Future for Retail Molasses

Chapter 5 Consumer Attitudes and Behaviors

Overall Sweetener Use, Avoidance and Added Sugars

Consumer Attitudes About Sugar and Sweeteners

Figure 5-1 U.S. Adult Attitudes and Beliefs About Sugar and Sweeteners, April 2014

Consumer-Reported Sweetener Use

Table 5-1 Use of Sugar and Sugar Substitutes: U.S. Households With Children Present vs. Without Children Present, 2013

Kids’ Sugar Consumption Declining

Figure 5-2 U.S. Adult Use of Select Sweeteners in Last 30 Days, April 2014

Reported Sweetener Use Varies by Ethnicity

Millennial Consumers Age 25 to 29 Quick to Adopt Niche

Sweeteners

Table 5-2 Select Sweetener Use by U.S. 25- to 29-Year-Olds

(Last 30 Days), April 2014

Sweetener Purchases Vary by Age

Table 5-3 Percent Purchasing Sugar, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014

Table 5-4 Percent Purchasing Sweetener Syrups, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014

Consumer Reported Changes in Sugar and Sweetener Use

Figure 5-3 Reported Change in Sugar Use Over Last Year or Two:

U.S. Adults, April 2014 (% Now Using More, About the Same, or Less)

Figure 5-4 Reported Change in Sweetener Syrups Use Over Last

Year or Two: U.S. Adults, April 2014 (% Now Using More, About the Same, or Less)

CRA Findings: Behaviors Don’t Change, Regardless of

Awareness

CRA Consumer Segmentation Based on Sweetener Attitudes & Behaviors

Corn Refiners Association Claims More Consumers Avoid Sugar than HFCS

Zero-Calorie Sweeteners

Table 5-5 Ailments and Health Concerns Associated with Higher Incidence of Zero-Calorie Sweetener Use

Past Year Zero-Calorie Sweetener Purchases

Table 5-6 Purchasing of Zero-Calorie Sweeteners, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014

Consumer Reported Changes in Zero-Calorie Sweetener Use

Figure 5-5 Reported Change in Zero-Calorie Sweetener Use

Over Last Year or Two: U.S. Adults, April 2014 (% Now

Using More, About the Same, or Less)

Table 5-7 Higher Levels of Agreement with Selected Health and Diet Attitudinal Statements Among Stevia Users, 2013

Honey & Conventional Kitchen Syrups

Honey

Appendix I Sweeteners on offer at Sam’s Club\ (from website)

Appendix II Sweetener Products Carrying the Non-GMO Verified Seal as of April 5, 2014

Appendix III Local and Regional Honey Offerings at Select Retailers in Specified U.S. Cities

Read the full report:

Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 4th Edition

http://www.reportbuyer.com/food_drink/flavours_ingredients/sugar_sweeteners/sugar_sugar_substitute_sweetener_trends_u_s_3rd_edition.html

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