Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Sugar and sweeteners ride out the recession
- Product versatility and health attributes will prove distinguishers
- Health issues a core concern
- Four widely divergent segments comprise the category
- Greatest competition comes from within the category
- Integrated marketing campaigns the norm
- Sugar and sweeteners used by the majority of consumers
- Low-calorie sweeteners are used with greatest frequency
- Use at home is most evident
- Usage remains stable from last year
- Unpleasant taste and/or aftertaste greatest deterrent when choosing sweeteners
- Natural products have a distinct advantage
Insights and Opportunities
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- Highlight product versatility
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- Figure 1: Interest in at-home cooking, by gender, July 2010
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- Figure 2: Preference for sweetened coffee drinks, by age, June 2010
- Figure 3: Choice of additives in iced tea, by age, February 2010
- Parlaying the success of the stevia into more
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- Figure 4: Selected brand sales of stevia products in the U.S., 2009 and 2010
- HFCS backlash
- Taking social media to the next step
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- Figure 5: How social networking sites function for the users, January 2010
Inspire Insights
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- Trend—A Simple Balance for Health
Market Size and Forecast
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- Key points
- Market relatively robust in recession
- Future reliant on versatility of products and product use
- Sales and forecast of sugar and sweeteners
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- Figure 6: Total U.S. retail sales and forecast of sugar and sweeteners, at current prices, 2005-15
- Figure 7: Total U.S. retail sales and forecast of sugar and sweeteners, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 8: Total U.S. retail sales and fan chart forecast of sugar and sweeteners, at current prices, 2005-15
- Walmart sales
Market Drivers
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- The economics of sugar
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- Figure 9: Sugar prices, May-October 2010
- Figure 10: Incidence of cooking more at home to save money, July 2010
- Health and wellness
- Sugar’s impact on Glycemic Index
- The obesity epidemic
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- Figure 11: Age-adjusted overweight/obesity rates among adults aged 20+, 1988-2008
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- Figure 12: Age-adjusted overweight/obesity rates among adults aged 20+, by race/Hispanic origin and gender, 1988-2006
- Diabetes and cancer
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- Figure 13: Incidence of diabetes, by age, trended, 1994-2006
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- Figure 14: Incidence of diabetes, by race/ethnicity, trended, 1994-2006
- Diet trends shift consumer demand away from sugar toward sugar substitutes
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- Figure 15: Interest in food/diet trends, February 2010
- Demographics
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- Figure 16: Population, by age, 2005-15
Competitive Context
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- Competition from within mounting
- HFCS casts a pall on “sweet stuff”
- No need to add sugar or sweetener
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- Figure 17: Household usage of instant iced tea mixes, by type, by age, April 2008-June 2009
Segment Performance
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- Key points
- Sugar retains largest market share with healthy sales
- Molasses and honey also benefit from those cooking at home
- Sales of sugar and sweeteners, by segment
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- Figure 18: Sales of sugar and sweeteners segmented by type, 2009 and 2010
Segment Performance—Sugar
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- Key points
- Sugar holds strong with bakers
- Sales and forecast of sugar
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- Figure 19: Total U.S. sales and forecast of sugar, at current prices, 2005-15
Segment Performance—Syrups
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- Key points
- Syrup bucks opportunity for sales gains
- Sales and forecast of syrups
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- Figure 20: Total U.S. sales and forecast of syrups, at current prices, 2005-15
Segment Performance—Sugar Substitutes
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- Key points
- Stevia sales help to bolster segment
- Sales and forecast of sugar substitutes
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- Figure 21: Total U.S. sales and forecast of sugar substitutes, at current prices, 2005-15
Segment Performance—Molasses and Honey
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- Key points
- Honey scores on health; home baking boosts segment
- Sales and forecast of molasses and honey
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- Figure 22: Total U.S. sales and forecast of molasses and honey, at current prices, 2005-15
Retail Channels
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- Key points
- Nearly half of sales come through supermarket…
- …however, diversity in retailers supporting the category is evident
- Sales of sugar and sweeteners, by channel
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- Figure 23: U.S. retail sales of sugar and sweeteners, by channel, 2009 and 2010
Retail Channels—Supermarkets
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- Key points
- Supermarket sales stable
- Embrace additional shelf space opportunities
- Supermarket sales of sugar and sweeteners
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- Figure 24: U.S. supermarket sales of sugar and sweeteners, at current prices, 2005-10
Retail Channels—Supercenters and Warehouse Clubs
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- Key points
- Buying in bulk popular among penny pinchers
- Use packaging to promote added savings
- Supercenters and warehouse clubs channel sales of sugar and sweeteners
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- Figure 25: U.S. supercenters and warehouse clubs channel sales of sugar and sweeteners, at current prices, 2005-10
Retail Channels—Other
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- Key points
- Sugar and sweeteners available at a wide range of retailers
- Other channel sales of sugar and sweeteners
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- Figure 26: U.S. other channel sales of sugar and sweeteners, at current prices, 2005-10
Leading Companies
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- Key points
- Small manufacturers and private label dominate market
- Potential exists for growth through product consolidation
- Manufacturer sales of sugar and sweeteners
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- Figure 27: Select manufacturer FDMx sales of sugar and sweeteners, 2009 and 2010
Brand Share—Sugar
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- Key points
- Leading brands lose sales and share to private label
- Florida Crystals’ success reveals trend shifts
- Manufacturer and brand sales of sugar
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- Figure 28: Selected brand FDMx sales and market share of sugar, 2009 and 2010
Brand Share—Syrups
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- Key points
- Widespread declines for syrups
- Producers slow to embrace market trends
- Manufacturer and brand sales of syrups
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- Figure 29: Selected brand FDMx sales and market share of syrups, 2009 and 2010
Brand Share—Sugar Substitutes
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- Key points
- Stevia—The market Cinderella story
- Leading low-calorie sweeteners losing favor
- Manufacturer and brand sales of sugar substitutes
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- Figure 30: Selected brand FDMx sales and market share of sugar substitutes, 2009 and 2010
Brand Share—Molasses and Honey
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- Key points
- Private label dominates
- Manufacturer and brand sales of honey and molasses
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- Figure 31: Selected brand sales and market share of honey and molasses at FDMx, 2009 and 2010
Innovation and Innovators
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- New product trends
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- Figure 32: New sugar and sweetener product launches, 2005-10*
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- Figure 33: Sugar and sweetener new product claims, 2005-10*
- New product examples
- Environmental impact
- Combination products
- Natural sweeteners
- Packaging for a variety of purposes
- Added nutrition and flavor
- Partnering with CPG
- Private label
Brands and Marketing Strategy
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- Overview of the brand landscape
- Brand analysis—Truvia
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- Figure 34: Brand analysis of Truvia, 2010
- Truvia online
- Truvia television advertising
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- Figure 35: Truvia, television ad, 2010
- Figure 36: Truvia, television ad, 2010
- Brand analysis—In The Raw
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- Figure 37: Brand analysis of In The Raw, 2010
- In the Raw in print
- Brand analysis—Splenda
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- Figure 38: Brand analysis of Splenda, 2010
- Splenda online
- Splenda television
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- Figure 39: Splenda, television ad, 2010
- Figure 40: Splenda with Fiber, television ad, 2010
- Splenda print
- Brand analysis—Sun Crystals
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- Figure 41: Brand analysis of Sun Crystals, 2010
- Sun Crystals television
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- Figure 42: Sun Crystals with Fiber, television ad, 2010
- Sun Crystals print
- Additional online initiatives
- The Sugar Association
- Domino Sugar
- TV presence
- Ideal
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- Figure 43: Ideal, television ad, 2010
Sugar and Sweetener Usage
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- Key points
- Sweetener use
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- Figure 44: Types of sweeteners used, by gender, August/September 2010
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- Figure 45: Types of sweeteners used, by age, August/September 2010
- Sweetening food and drinks versus use in baking
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- Figure 46: Types of sweeteners used when added to food/drink vs. used for baking, August/September 2010
- Figure 47: Types of sweeteners added to food/drinks, by age, August/September 2010
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- Figure 48: Sweeteners used in baking, by age, August/September 2010
Frequency of Sweetener Use
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- Key points
- Low-calorie sweeteners used most frequently
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- Figure 49: Frequency of using sweeteners, by type of sweetener, August/September 2010
- Among heaviest sweetener users, older users trade sugar for sweeteners
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- Figure 50: Use of sweeteners several times a day, by age, August/September 2010
- Among daily users—women use a wider range of products daily
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- Figure 51: Use of sweeteners about once a day, by gender, August/September 2010
- Less frequent users—highest income earners show lowest frequency
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- Figure 52: Use of sweeteners less than once a day, by household income, August/September 2010
Location of Use
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- Key points
- Home sweet home
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- Figure 53: Sweetener location of use, by type of sweetener, August/September 2010
- Use at home
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- Figure 54: Types of sweetener used—use at home, by age, August/September 2010
- Bring from home to use at work, restaurants, or some other place
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- Figure 55: Types of sweetener used—bring from home to use at work, restaurants, or some other place, by age, August/September 2010
- Use at restaurants/coffee shops when they are supplied by restaurant
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- Figure 56: Types of sweetener used—use at restaurants/coffee shops when they are supplied, by age, August/September 2010
Change in Usage Habits
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- Key points
- Stevia has most significant increase in use
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- Figure 57: Change in usage habits, by type of sweetener, August/September 2010
- Sugar usage
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- Figure 58: Change in sugar usage habits, by age, August/September 2010
- Honey, molasses or syrup
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- Figure 59: Change in honey, molasses or syrup usage habits, by age, August/September 2010
- Figure 60: Change in honey, molasses or syrup usage habits, by household income, August/September 2010
- Agave
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- Figure 61: Change in agave usage habits, by gender, age and HH income, August/September 2010
- Low-calorie sweeteners
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- Figure 62: Change in low-calorie sweetener usage habits, by household income, August/September 2010
- Stevia
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- Figure 63: Change in stevia usage habits, by gender and age, August/September 2010
Choosing a Sweetener
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- Key points
- Sweetener selection criteria
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- Figure 64: Sweetener selection criteria, by gender, August/September 2010
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- Figure 65: Sweetener selection criteria, by age, August/September 2010
- Interest in sweeteners
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- Figure 66: Interest in various new types of sweeteners, by gender, August-September, 2010
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- Figure 67: Interest in sweeteners, by age, August-September, 2010
- Organic interest
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- Figure 68: Organic sweetener purchase, by gender, August/September 2010
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- Figure 69: Organic sweetener purchase, by age, August/September 2010
The Health of Sweeteners
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- Key points
- Respondents are sweet on honey for health
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- Figure 70: Health rating of sweeteners, August/September 2010
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- Figure 71: Average health rating of sweeteners, by gender, August/September 2010
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- Figure 72: Average health rating of sweeteners, by age, August/September 2010
Race and Hispanic Origin
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- Add to food/drinks
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- Figure 73: Types of sweeteners added to food/drinks, by race/Hispanic origin, August/September 2010
- Use in baking
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- Figure 74: Sweeteners used in baking, by race/Hispanic origin, August/September 2010
- Heaviest users mostly found among Hispanics
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- Figure 75: Use of sweeteners several times a day, by race/Hispanic origin, August/September 2010
- Selection criteria
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- Figure 76: Sweetener selection criteria, by race/Hispanic origin, August/September 2010
- Interest in new types of sweeteners
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- Figure 77: Interest in new types of sweeteners, by race/Hispanic origin, August-September, 2010
- Health ratings
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- Figure 78: Health rating of sweeteners, by race/Hispanic origin, August/September 2010
Custom Consumer Groups—Presence of Children
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- Use in baking
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- Figure 79: Sweeteners used in baking, by number of children in the household, August/September 2010
- Several times a day (or several food/drinks a day)
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- Figure 80: Use of sweeteners several times a day, by presence and number of children in the household, August/September 2010
- Using more sweeteners than a year ago
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- Figure 81: Change in usage habits—using more than a year ago, by presence and number of children in the household, August/September 2010
- Interest in new types of sweeteners
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- Figure 82: Interest in new types of sweeteners, by presence and number of children in the household, August-September, 2010
SymphonyIRI Group Builders Panel—Key Household Purchase Measures
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- Overview of sugar
- White granulated sugar
- Consumer insights on key purchase measures
- Brand map
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- Figure 83: Brand map, selected brands of white granulated sugar buying rate, by household penetration, 52 weeks ending June 27, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of white granulated sugar, by household penetration, 52 weeks ending June 27, 2010
- Brown/powdered/flavored sugar
- Consumer insights on key purchase measures
- Brand map
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- Figure 85: Brand map, selected brands of brown/powdered/flavored sugar buying rate, by household penetration, 52 weeks ending June 27, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of brown/powdered/flavored sugar, by household penetration, 52 weeks ending June 27, 2010
- Sugar substitutes
- Consumer insights on key purchase measures
- Brand map
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- Figure 87: Brand map, selected brands of sugar substitutes buying rate, by household penetration, 52 weeks ending June 27, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 88: Key purchase measures for the top brands of sugar substitutes, by household penetration, 52 weeks ending June 27, 2010
Appendix—SymphonyIRI/Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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