Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Resources used for the consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market worth nearly $4 billion; white sugar struggling
- Home baking supports the market
- From functional to flavors: opportunities for the market
- Private labels are powerful in the category
- A third of bakers willing to pay more for natural sugar
- Four in ten bakers see no difference betweens brands of sugar
- Sweet and kind sources of sugar
- Market expected to reach $4.3 billion by 2012
Market Drivers
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- Home baking
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- Figure 1: Reasons for not eating ready-to-eat cakes or pies, July 2007
- Issues related to health and wellness
- Diabetes
- Overweight, obesity, and diet
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- Figure 2: Percentage of population who are overweight or obese, by age, 1971-2004
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- Figure 3: Interest in eating plans/diet trends, April-May 2006
- Childhood obesity rates continue to rise
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- Figure 4: Incidence of being overweight, 6-19 year olds, 1976-2000
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- Figure 5: Usage of specific sugar-free products by teenagers, January-September 2006
- Perceived safety of sugar substitutes
- Numerous innovations but none packs a major punch
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- Figure 6: Types of sweeteners used in baking, by age, September 2007
- Will stevia be the next big thing?
- Sugar and sweetener prices rise
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- Figure 7: Price per pound in FDM channels, excluding Wal-Mart, 2002-06
Market Size and Trends
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- Market size
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- Figure 8: Total U.S. retail sales of sugar and sugar substitutes, at current and constant prices, 2002-07
- Market trends
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- Figure 9: New product releases in sugar and sweeteners, 2002-07
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- Figure 10: Nature’s Family Sun Crystals from McNeil Nutritionals, 2007
- Figure 11: XyloSweet Xylitol Sweetener from Xlear, 2007
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- Figure 12: Splenda Flavors for Coffee from McNeil Nutritionals, 2007
- Figure 13: Martha Stewart Sanding Sugars Kit from CK Products, 2007
Market Segmentation
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- Introduction
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- Figure 14: FDM sales of sugar and sugar substitutes, segmented by type, 2005 and 2007
- White granulated sugar
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- Figure 15: FDM sales of white granulated sugar, at current and constant prices, 2002-07
- Syrup and molasses
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- Figure 16: FDM sales of syrup and molasses, at current and constant prices, 2002-07
- Sugar substitutes
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- Figure 17: FDM sales of sugar substitutes, at current and constant prices, 2002-07
- Honey
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- Figure 18: FDM sales of honey, at current and constant prices, 2002-07
- Brown/powdered/flavored sugar
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- Figure 19: FDM sales of brown/powdered/flavored sugar, at current and constant prices, 2002-07
Supply Structure
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- Foreign trade
- Companies and brands
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- Figure 20: Manufacturer FDM sales of sugar and sweeteners in the U.S., 2006 and 2007
- White granulated sugar
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- Figure 21: Manufacturer brand FDM sales of white granulated sugar in the U.S., 2006 and 2007
- Syrup and molasses
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- Figure 22: Manufacturer brand FDM sales of syrup and molasses in the U.S., 2006 and 2007
- Sugar substitutes
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- Figure 23: Manufacturer brand FDM sales of sugar substitutes in the U.S., 2006 and 2007
- Honey
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- Figure 24: Manufacturer brand FDM sales of honey in the U.S., 2006 and 2007
- Brown/powdered/flavored sugar
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- Figure 25: Manufacturer brand FDM sales of brown/powdered/flavored sugar in the U.S., 2006 and 2007
Advertising and Promotion
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- The Sugar Association
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- Figure 26: Television ad for sugar, 2007
- McNeil Specialty Products, Inc. (Splenda)
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- Figure 27: Television ad for Splenda--breakfast, 2007
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- Figure 28: Television ad for Splenda—fruit punch, 2007
- Cumberland Packaging Corp.
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- Figure 29: Television ad for Sugar in the Raw, 2007
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- Figure 30: Television ad for Sweet ‘n Low, 2007
Retail Distribution
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- Introduction
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- Figure 31: U.S. retail sales of sugar and sweeteners by channel, 2005 and 2007
The Consumer: Usage of Sugar and Sweeteners
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- Summary
- Household usage of white granulated sugar
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- Figure 32: Household usage of white granulated sugar, January-October 2006
- Brands of white granulated sugar used by households
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- Figure 33: Brands of white granulated sugar used by household, January-October 2006
- Amount of white granulated sugar used by households
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- Figure 34: Amount of white granulated sugar used by household, January-October 2006
- Household usage of sugar substitutes
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- Figure 35: Household usage of sugar substitutes, January-October 2006
- Brands of sugar substitute used by households
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- Figure 36: Brands of sugar substitute used by households, January-October 2006
- Household usage of pancake and table syrup
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- Figure 37: Household usage of pancake and table syrup, January-October 2006
- Types of pancake and table syrup used by households
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- Figure 38: Type of pancake and table syrup used by households, January-October 2006
- Brands of pancake and table syrup used by households
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- Figure 39: Brands of pancake and table syrup used by households, January-October 2006
- Amount of pancake and table syrup used by households
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- Figure 40: Amount of table syrup used by households, January-October 2006
- Personal usage of sugar and other sweeteners
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- Figure 41: Types of sweeteners used in food and beverages, by age, September 2007
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- Figure 42: Types of sweeteners used in food and beverages, by household income, September 2007
- Baking with sweeteners
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- Figure 43: Types of baked goods personally made by respondents, by age, September 2007
- Types of sweeteners used in baking
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- Figure 44: Types of sweeteners used in baking, by age, September 2007
The Consumer: Attitudes and Opinions about Sugar and Sweeteners
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- Summary
- Attitudes and opinions of respondents who bake with sugar
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- Figure 45: Opinions about brands of sugar, by age, September 2007
- Opinions about specialty sugars
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- Figure 46: Opinions about purchasing different types of sugar, by age, September 2007
- When to use sugar substitutes
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- Figure 47: Sugar substitute usage situations, by age, September 2007
- Preferred packaging for sugar substitutes
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- Figure 48: Preferred packaging for sugar alternatives, September 2007
- Reasons for choosing a sugar substitute
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- Figure 49: Reasons for choosing a sugar substitute, by age, September 2007
- Attitudes towards the phrase “sugar substitute” vs. “artificial sweetener”
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- Figure 50: Opinions about sugar substitutes and artificial sweeteners, September 2007
Future and Forecast
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- Future trends
- Functional sweeteners
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- Figure 51: Interest in new sweetener products, by age, September 2006
- Sweet medicine
- Sweet and kind sources of sugar
- Market forecast
- Sugar and sugar substitutes
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- Figure 52: Forecast of total U.S. sales of sugar and sugar substitutes, at current and constant prices, 2007-12
- White granulated sugar
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- Figure 53: Forecast of U.S. FDM sales of white granulated sugar, at current and constant prices, 2007-12
- Syrup and molasses
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- Figure 54: Forecast of U.S. FDM sales of syrup and molasses, at current and constant prices, 2007-12
- Sugar substitutes
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- Figure 55: Forecast of U.S. FDM sales of sugar substitutes, at current and constant prices, 2007-12
- Honey
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- Figure 56: Forecast of U.S. FDM sales of honey, at current and constant prices, 2007-12
- Brown, powdered, or flavored sugar
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- Figure 57: Forecast of U.S. FDM sales of brown, powdered, or flavored sugar, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
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