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Sugar and Sweeteners - US - September 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Growth has been steady
Figure 1: Total U.S. retail sales of sugar and sweeteners, at current prices, 2007-12
Sugar remains the leading segment
Figure 2: Total U.S. retail sales of sugar and sweeteners in millions by segment, 2012
Growth will continue through 2017
Figure 3: Fan chart forecast of sugar and sweeteners, at current prices, 2007-17
Market factors
Commodity projections are favorable
Demographics show a shift in the consumer
Obesity must be factored in
Figure 4: Dieting, by gender, October 2010-November 2011
The consumer
Splenda is the most popular sugar substitute
Figure 5: Top five sugar substitutes/artificial sweetener brands used plus store brand, October 2010-November 2011
Stevia usage is growing
Figure 6: Shifts in sweetener usage in last year, used more, by age, April 2012
Flavor matters more than anything
Figure 7: Sugar/sweetener characteristics of importance, by gender, April 2012
What we think
ISSUES IN THE MARKET
How will high obesity rates affect retail sugar sales?
How will aging Baby Boomers affect the sugar and sweetener market?
What can traditional retailers learn from the natural channel?
Which sweetener segment could most benefit from sampling tours?
In what areas might consumers be interested in further new product development?
INSIGHTS AND OPPORTUNITIES
Packaging makes perfect
Help consumers overcome taste perceptions of sugar substitutes
Figure 8: Sugar/sweetener characteristics of importance, by gender, April 2012
Figure 9: Attitudes toward sugar and sweeteners, by gender, April 2012
Taglines and jingles can help brands differentiate
Figure 10: White granulated sugar, by race/Hispanic origin, October 2010-November 2011
Figure 11: White granulated sugar usage, by race/Hispanic origin, October 2010-November 2011
TREND APPLICATIONS
Trend: Help Me Help Myself
Trend: The Real Thing
2015 Trend: Old Gold
MARKET SIZE AND FORECAST
Key points
Market continues steady growth
Sales and forecast of sugar and sweeteners
Figure 12: Total U.S. retail sales and forecast of sugar and sweeteners, at current prices, 2007-17
Figure 13: Total U.S. retail sales and forecast of sugar and sweeteners, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 14: Fan chart forecast of sugar and sweeteners, at current prices, 2007-17
Walmart sales
MARKET DRIVERS
Key points
Sugar commodity economics
Figure 15: Sugar monthly price—U.S. cents per pound, July 2011-July 2012
Demographics
Young adults use the most sugar
Kids are the great influencer
Blacks and Hispanics stand out in their own ways
Figure 16: Population, by race and Hispanic origin, 2006-16
Figure 17: Households with children, by race and Hispanic origin of householder, 2010
Obesity epidemic
The U.S. stands out for heftiness
Figure 18: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2006
Figure 19: Attitudinal questions, by gender, October 2010-November 2011
Race plays a role in obesity
Figure 20: Overweight and obesity rates for adults, by race/ethnicity, 2010
COMPETITIVE CONTEXT
Manufacturers could partner with other industries
Sweetened tea cuts into sugar substitute usage
Figure 21: Household usage of instant iced tea mixes by type, April 2008-June 2009; October 2010-November 2011
Jam, jelly take away from syrup and honey
SEGMENT PERFORMANCE
Key points
Sugar and honey are thriving segments
Sales of sugar and sweeteners, by segment
Figure 22: Total U.S. retail sales of sugar and sweeteners, by segment, 2010-12
SEGMENT PERFORMANCE—SUGAR
Key points
Sugar maintains its strong appeal
Sales and forecast of sugar
Figure 23: Total U.S. retail sales and forecast of sugar, at current prices, 2007-17
SEGMENT PERFORMANCE—SYRUPS AND MOLASSES
Key points
Syrup, molasses performed better in the down economy
Sales and forecast of syrup and molasses
Figure 24: Total U.S. retail sales and forecast of syrup and molasses, at current prices, 2007-17
SEGMENT PERFORMANCE—SUGAR SUBSTITUTES
Key points
Sugar substitutes have challenges to overcome
Sales and forecast of sugar substitutes
Figure 25: Total U.S. retail sales and forecast of sugar substitutes, at current prices, 2007-17
SEGMENT PERFORMANCE—HONEY
Key points
Honey drips with promotional power
Sales and forecast of honey
Figure 26: Total U.S. retail sales and forecast of honey, at current prices, 2007-17
RETAIL CHANNELS
Key points
Sales are evenly divided between supermarkets and others
Sales of sugar and sweeteners, by channel
Figure 27: Total U.S. retail sales of sugar and sweeteners, by channel, at current prices, 2010-12
RETAIL CHANNELS—SUPERMARKETS
Key points
Supermarkets see sugar, sweetener sales rise
Supermarket sales of sugar and sweeteners
Figure 28: U.S. supermarket sales of sugar and sweeteners, at current prices, 2007-12
RETAIL CHANNELS—OTHER
Key points
Other retailers look to carry unique products
Other sales of sugar and sweeteners
Figure 29: Other sales of sugar and sweeteners, at current prices, 2007-12
RETAIL CHANNELS—NATURAL SUPERMARKETS
Key points
Sugar is a growing business for natural supermarkets
Figure 30: Natural supermarket sales of sugar and sweeteners, at current prices, 2009-11*
Honey is the leading segment
Figure 31: Natural supermarket sales of sugar and sweeteners, by segment, 2009 and 2011*
Brands of note
Organic sweeteners are giving up share to non-organic
Figure 32: Natural supermarket sales of sugar and sweeteners, by organic, 2009 and 2011*
LEADING COMPANIES
Key points
Private label continues to dominate
Manufacturer sales of sugar and sweeteners
Figure 33: FDMx sales of sugar and sweeteners by leading companies, 52 weeks, 2011* and 2012*
BRAND SHARE—SUGAR
Key points
Private label loses sales to the two major brands
FDMx sales of sugar by leading companies
Figure 34: FDMx sales of sugar by leading companies, 52 weeks, 2011* and 2012**
BRAND SHARE—SYRUPS AND MOLASSES
Key points
Brands suffer in the down segment
Private label continues to dominate
FDMx sales of syrup and molasses by leading companies
Figure 35: FDMx sales of syrup and molasses, by leading companies, rolling 52 weeks 2011 and 2012
BRAND SHARE—SUGAR SUBSTITUTES
Key points
Innovation boosts brands
FDMx sales of sugar substitutes by leading companies
Figure 36: FDMx sales of sugar substitutes, by leading companies, 52 weeks 2011* and 2012**
BRAND SHARE—HONEY
Key points
Private label continues to dominate
FDMx sales of honey by leading company
Figure 37: FDMx sales of honey, by leading companies, 52 weeks 2011* and 2012**
INNOVATIONS AND INNOVATORS
New product launches reveal trends
Figure 38: Honey, syrups, sucrose, and artificial sweetener launches by subcategory, 2007-12*
Kosher leads as the top claim
Figure 39: Sugar and sweetener new product claims, 2007-12
New product examples
New sweetener sources
New formulations
Blended sweeteners
Environmentally friendly
Private label expands
MARKETING STRATEGIES
Overview
Brand analysis: Mrs. Butterworth’s
Brand analysis: Splenda/Nectresse
Brands use Facebook as launching pad to other initiatives
Domino Sugar
Truvia
TV presence
Figure 40: Stevia, Save Yourself, television ad, 2011
Figure 41: Splenda, Extra Boost, television ad, 2011
Figure 42: Sweet’N Low, What Was in That Cup, television ad, 2011
Figure 43: Truvia, No Artificiality, television ad, 2011
SUGAR AND SWEETENER USAGE
Key points
Sugar still reigns as top sweetener added to food and drinks
Sugar and honey are top choices for baking and cooking
Figure 44: Sugar and sweetener usage, by gender, April 2012
Young adults show above-average interest in several sweeteners
Figure 45: Sugar and sweetener usage, by age, April 2012
Highest-income earners bake and cook with sugar substitutes
Figure 46: Sugar and sweetener usage, by annual household income, April 2012
White granulated sugar is popular with children in household
Figure 47: White granulated sugar usage, by presence of children in household, October 2010-November 2011
Figure 48: White granulated sugar usage, by age, October 2010-November 2011
Figure 49: White granulated sugar usage, by household income, October 2010-November 2011
Sugar substitutes used by less than half
Figure 50: Sugar substitutes/artificial sweeteners, by age, October 2010-November 2011
Figure 51: Sugar substitutes/artificial sweeteners, by presence of children in household, October 2010-November 2011
Figure 52: Sugar substitutes/artificial sweeteners, by age, October 2010-November 2011
Figure 53: Sugar substitutes/artificial sweeteners, by age, October 2010-November 2011
Most consumers use pancake and table syrups
Figure 54: Pancake and table syrups, by age, October 2010-November 2011
Figure 55: Pancake and table syrups, by age, October 2010-November 2011
REASONS FOR SUGAR SUBSTITUTE USAGE
Key points
Concern for calories is the leading reason to choose sugar substitutes
Figure 56: Reasons for sugar substitute usage, by gender, April 2012
Figure 57: Reasons for sugar substitute usage, by age, April 2012
Figure 58: Reasons for sugar substitute usage, by household income, April 2012
FREQUENCY OF USAGE
Key points
Sugar substitutes are used most frequently
Figure 59: Frequency of use—Several times a day (or several food/drinks) a day, by gender, age, and annual household income, April 2012
Figure 60: Frequency of use—About once a day, by gender, age, and annual household income, April 2012
Figure 61: Frequency of use—Less than once a day, by gender, age, and annual household income, April 2012
WHERE SUGAR/SWEETENERS ARE USED
Key points
Home is where sweeteners are most often used
Figure 62: Where sugar/sweeteners are used, by age, April 2012
Figure 63: Sugar/sweeteners used, brought from home, by age, April 2012
Figure 64: Sugar/sweeteners used, supplied by restaurant, by age, April 2012
SHIFTS IN SUGAR/SWEETENER USAGE IN PAST YEAR
Key points
Stevia is on a roll
Figure 65: Shifts in sugar/sweetener usage in last year, by usage shifts, April 2012
Figure 66: Shifts in sweetener usage in last year, used more, by gender, age, and HH income, April 2012
Figure 67: Shifts in sweetener usage in last year, used less, by gender, age, and HH income, April 2012
INNOVATION, USAGE, AND INTEREST
Key points
Reduced-calorie combination sweeteners show promise
Figure 68: Innovation usage and interest, by usage, April 2012
Figure 69: Innovation usage and interest in reduced-calorie combination sweeteners, by gender, age, and HH income, April 2012
Figure 70: Interest in reduced-calorie all-natural combination sweeteners, by gender, age, HH income, April 2012
Figure 71: Interest in flavored sugar or sugar substitutes, by gender, age, and HH income, April 2012
Figure 72: Interest in highly portable sugar or sugar substitutes, by gender, age, and HH income, April 2012
Figure 73: Interest in sweeteners with added health benefits, by gender, age, and HH income, April 2012
Figure 74: Interest in natural semi-sweet sweeteners, by gender, age, and HH income, April 2012
Figure 75: Interest in vitamin-enriched sweeteners, by gender, age, and HH income, April 2012
SUGAR/SWEETENER CHARACTERISTICS OF IMPORTANCE
Key points
Taste, sweetness, and price are the most important characteristics
Figure 76: Sugar/sweetener characteristics of importance, by gender, April 2012
Figure 77: Sugar/sweetener characteristics of importance, by age, April 2012
Figure 78: Sugar/sweetener characteristics of importance, by household income, April 2012
ATTITUDES TOWARD SWEETENERS
Key points
Sugar substitutes need image adjustment
Figure 79: Attitudes toward sugar and sweeteners, by gender, April 2012
Figure 80: Attitudes toward sugar and sweeteners, by age, April 2012
Figure 81: Attitudes toward sugar and sweeteners, by household income, April 2012
RACE AND HISPANIC ORIGIN
Blacks consume the most white granulated sugar
Figure 82: White granulated sugar usage, by race/Hispanic origin, October 2010-November 2011
Domino is the leading white granulated sugar brand and especially with blacks
Figure 83: White granulated sugar usage, by race/Hispanic origin, October 2010-November 2011
Blacks also consume the most sugar substitutes
Figure 84: Sugar substitutes/artificial sweeteners, by race/Hispanic origin, October 2010-November 2011
Splenda is the most-used sugar substitute brand
Figure 85: Sugar substitutes/artificial sweeteners, by race and Hispanic origin, October 2010-November 2011
Aunt Jemima is the leading syrup brand among all groups
Figure 86: Pancake and table syrups, by race/Hispanic origin, October 2010-November 2011
Whites add sugar to food/drinks while Hispanics go agave
Figure 87: Sugar and sweetener usage, by race/Hispanic origin, April 2012
CUSTOM CONSUMER GROUPS—REGION
Sugar substitutes used more by Southerners
Figure 88: Sugar substitutes/artificial sweeteners, by region, October 2010-November 2011
Figure 89: Sugar substitutes/artificial sweeteners, by region, October 2010-November 2011
Northeasterners, Midwesterners most likely to add sugar
Figure 90: Sugar and sweetener usage, by region, April 2012
Midwesterners use sugar substitutes to avoid calories
Figure 91: Reasons for sugar substitute usage, by region, April 2012
Westerners are the most into Truvia, a stevia sweetener
Figure 92: Sugar substitutes/artificial sweetener brands used, by region, October 2010-November 2011
SYMPHONYIRI GROUP BUILDERS PANEL DATA
 OVERVIEW OF SUGAR
 WHITE GRANULATED SUGAR
Consumer insights on key purchase measures—white granulated sugar
Brand map
Figure 93: Brand map, selected brands of white granulated sugar buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 94: Key purchase measures for the top brands of white granulated sugar, by household penetration, 2011*
 BROWN/POWDERED/FLAVORED SUGAR
Consumer insights on key purchase measures—brown/powdered/flavored sugar
Brand map
Figure 95: Brand map, selected brands of brown/flavored/powdered sugar buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 96: Key purchase measures for the top brands of brown/flavored/powdered sugar, by household penetration, 2011*
 SUGAR SUBSTITUTES
Consumer insights on key purchase measures—sugar substitutes
Brand map
Figure 97: Brand map, selected brands of sugar substitutes, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 98: Key purchase measures for the top brands of sugar substitutes, by household penetration, 2011*
APPENDIX—OTHER USEFUL CONSUMER TABLES
Characteristics of importance
Figure 99: Sugar/sweetener characteristics of importance, April 2012
Where sweeteners are used
Figure 100: Where sugar/sweeteners are used, by type, April 2012
Figure 101: White granulated sugar brands used, by age, October 2010-November 2011
Sweetener brands used
Figure 102: Sugar substitutes/artificial sweeteners, by annual household income, October 2010-November 2011
Figure 103: Pancake and table syrups, by age, October 2010-November 2011
U.S. population
Figure 104: U.S. population, by age, 2006-16
Households with children
Figure 105: Households by presence of children, 2001-11
APPENDIX—SYMPHONYIRI BUILDERS PANEL DATA DEFINITIONS
SymphonyIRI Consumer Network Metrics
APPENDIX—TRADE ASSOCIATIONS

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