Sugar and Sweeteners - US - November 2007

SCOPE AND THEMES
What you need to know
Definition
Resources used for the consumer sections
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
Home baking
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
Figure 2: Percentage of population who are overweight or obese, by age, 1971-2004
Figure 3: Interest in eating plans/diet trends, April-May 2006
Childhood obesity rates continue to rise
Figure 4: Incidence of being overweight, 6-19 year olds, 1976-2000
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
Figure 6: Types of sweeteners used in baking, by age, September 2007
Will stevia be the next big thing?
Sugar and sweetener prices rise
Figure 7: Price per pound in FDM channels, excluding Wal-Mart, 2002-06
MARKET SIZE AND TRENDS
 MARKET SIZE
Figure 8: Total U.S. retail sales of sugar and sugar substitutes, at current and constant prices, 2002-07
 MARKET TRENDS
Figure 9: New product releases in sugar and sweeteners, 2002-07
Figure 10: Nature’s Family Sun Crystals from McNeil Nutritionals, 2007
Figure 11: XyloSweet Xylitol Sweetener from Xlear, 2007
Figure 12: Splenda Flavors for Coffee from McNeil Nutritionals, 2007
Figure 13: Martha Stewart Sanding Sugars Kit from CK Products, 2007
MARKET SEGMENTATION
Introduction
Figure 14: FDM sales of sugar and sugar substitutes, segmented by type, 2005 and 2007
White granulated sugar
Figure 15: FDM sales of white granulated sugar, at current and constant prices, 2002-07
Syrup and molasses
Figure 16: FDM sales of syrup and molasses, at current and constant prices, 2002-07
Sugar substitutes
Figure 17: FDM sales of sugar substitutes, at current and constant prices, 2002-07
Honey
Figure 18: FDM sales of honey, at current and constant prices, 2002-07
Brown/powdered/flavored sugar
Figure 19: FDM sales of brown/powdered/flavored sugar, at current and constant prices, 2002-07
SUPPLY STRUCTURE
 FOREIGN TRADE
 COMPANIES AND BRANDS
Figure 20: Manufacturer FDM sales of sugar and sweeteners in the U.S., 2006 and 2007
White granulated sugar
Figure 21: Manufacturer brand FDM sales of white granulated sugar in the U.S., 2006 and 2007
Syrup and molasses
Figure 22: Manufacturer brand FDM sales of syrup and molasses in the U.S., 2006 and 2007
Sugar substitutes
Figure 23: Manufacturer brand FDM sales of sugar substitutes in the U.S., 2006 and 2007
Honey
Figure 24: Manufacturer brand FDM sales of honey in the U.S., 2006 and 2007
Brown/powdered/flavored sugar
Figure 25: Manufacturer brand FDM sales of brown/powdered/flavored sugar in the U.S., 2006 and 2007
ADVERTISING AND PROMOTION
The Sugar Association
Figure 26: Television ad for sugar, 2007
McNeil Specialty Products, Inc. (Splenda)
Figure 27: Television ad for Splenda--breakfast, 2007
Figure 28: Television ad for Splenda—fruit punch, 2007
Cumberland Packaging Corp.
Figure 29: Television ad for Sugar in the Raw, 2007
Figure 30: Television ad for Sweet ‘n Low, 2007
RETAIL DISTRIBUTION
Introduction
Figure 31: U.S. retail sales of sugar and sweeteners by channel, 2005 and 2007
THE CONSUMER: USAGE OF SUGAR AND SWEETENERS
Summary
Household usage of white granulated sugar
Figure 32: Household usage of white granulated sugar, January-October 2006
Brands of white granulated sugar used by households
Figure 33: Brands of white granulated sugar used by household, January-October 2006
Amount of white granulated sugar used by households
Figure 34: Amount of white granulated sugar used by household, January-October 2006
Household usage of sugar substitutes
Figure 35: Household usage of sugar substitutes, January-October 2006
Brands of sugar substitute used by households
Figure 36: Brands of sugar substitute used by households, January-October 2006
Household usage of pancake and table syrup
Figure 37: Household usage of pancake and table syrup, January-October 2006
Types of pancake and table syrup used by households
Figure 38: Type of pancake and table syrup used by households, January-October 2006
Brands of pancake and table syrup used by households
Figure 39: Brands of pancake and table syrup used by households, January-October 2006
Amount of pancake and table syrup used by households
Figure 40: Amount of table syrup used by households, January-October 2006
Personal usage of sugar and other sweeteners
Figure 41: Types of sweeteners used in food and beverages, by age, September 2007
Figure 42: Types of sweeteners used in food and beverages, by household income, September 2007
Baking with sweeteners
Figure 43: Types of baked goods personally made by respondents, by age, September 2007
Types of sweeteners used in baking
Figure 44: Types of sweeteners used in baking, by age, September 2007
THE CONSUMER: ATTITUDES AND OPINIONS ABOUT SUGAR AND SWEETENERS
Summary
Attitudes and opinions of respondents who bake with sugar
Figure 45: Opinions about brands of sugar, by age, September 2007
Opinions about specialty sugars
Figure 46: Opinions about purchasing different types of sugar, by age, September 2007
When to use sugar substitutes
Figure 47: Sugar substitute usage situations, by age, September 2007
Preferred packaging for sugar substitutes
Figure 48: Preferred packaging for sugar alternatives, September 2007
Reasons for choosing a sugar substitute
Figure 49: Reasons for choosing a sugar substitute, by age, September 2007
Attitudes towards the phrase “sugar substitute” vs. “artificial sweetener”
Figure 50: Opinions about sugar substitutes and artificial sweeteners, September 2007
FUTURE AND FORECAST
 FUTURE TRENDS
Functional sweeteners
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
Figure 52: Forecast of total U.S. sales of sugar and sugar substitutes, at current and constant prices, 2007-12
White granulated sugar
Figure 53: Forecast of U.S. FDM sales of white granulated sugar, at current and constant prices, 2007-12
Syrup and molasses
Figure 54: Forecast of U.S. FDM sales of syrup and molasses, at current and constant prices, 2007-12
Sugar substitutes
Figure 55: Forecast of U.S. FDM sales of sugar substitutes, at current and constant prices, 2007-12
Honey
Figure 56: Forecast of U.S. FDM sales of honey, at current and constant prices, 2007-12
Brown, powdered, or flavored sugar
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