Table of Contents
Scopes and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
Executive Summary
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- Sweetener market’s fortunes rest on sugar
- Competition from inside and outside the industry
- Segment performance
- Sales are primarily through supermarkets
- Prime drivers of the market are health issues and the effects of an aging population
- Top players include Flo-Sun and Johnson & Johnson
- A market with little in the way of innovation
- Household penetration remains steady but volume usage increases
- Using sweeteners in food and beverages
- Interest in alternatives to sugar
- Baking
Insights and Opportunities
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- Key points
- Eating habits change with economic downturn
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- Figure 1: Influence of fuel costs on eating habits, July 2008
- “Natural” is a powerful sales tool
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- Figure 2: Purchase of organic sweeteners, August/September 2008
Fast Forward Trends
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- Trend 1: Purity
- What’s it about?
- When is sugar not sugar?
- Which syrup is purer: pancake or maple?
- What it means
- Trend 2: Moral Brands
- What’s it about?
- Morality in the sugar industry?
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- Figure 3: Television ad for Florida Crystals, 2008
- “Green” sugar, but with a price
Market Size and Forecast
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- Key points
- A three-part market, with three sets of issues
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- Figure 4: Total U.S. retail sales of sugar and sugar substitutes, at current prices, 2003-13
- Figure 5: Total U.S. retail sales of sugar and sugar substitutes, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Key points
- Competition between segments
- Personal preferences because of diet or health
- Using sweeteners in cooking/baking
- Competition beyond sweetener segments
- Competition from pre-sweetened or sugar-free food and drink
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- Figure 6: Types of coffee purchased for home consumption, by age, July 2008
Overall Segment Performance
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- Key points
- Sales of sugar up 3%
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- Figure 7: Sales of sugar and sugar substitutes, segmented by type, 2006 and 2008
Segment Performance—Sugar
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- Key points
- Sugar prices stabilize
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- Figure 8: Sales of sugar, 2003-13
Segment Performance—Syrups
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- Key points
- Corn syrup prices continue to rise
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- Figure 9: Sales of syrups, 2003-13
Segment Performance—Sugar Substitutes
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- Key points
- Splenda’s appearance buoyed market in early years
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- Figure 10: Sales of sugar substitutes, 2003-13
Segment Performance—Molasses and Honey
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- Key points
- Different sweeteners, different issues
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- Figure 11: Sales of molasses and honey, 2003-13
Retail Channels
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- Key points
- Supermarkets account for almost half of all sugar and sweetener sales
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- Figure 12: U.S. retail sales of sugar and sweeteners, by retail channel, 2006 and 2008
Supermarkets
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- Key points
- Supermarket sales stable
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- Figure 13: Supermarket sales of sugar and sweeteners, 2003-08
Market Drivers
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- Key points
- Overweight and obesity
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- Figure 14: Percentage of population who are overweight or obese, 2000-07
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- Figure 15: Interest in specific diet trends (summary of ‘very interested’ and ‘interested’), March 2008
- Diabetes and pre-diabetes
- Pre-diabetes
- Aging population
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- Figure 16: The U.S. diabetic population, by age, 2005 and 2007
Leading Companies and Brand Share
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- Key points
- Top players from sugar and non-sugar segments
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- Figure 17: Manufacturer sales of sugar and sweeteners in the U.S., 2007 and 2008
Brand Share—Sugar
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- Key points
- Private label dominates
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- Figure 18: Manufacturer brand sales of sugar in the U.S., 2007 and 2008
Brand Share—Syrups
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- Key points
- Syrup sales increase slightly
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- Figure 19: Manufacturer brand sales of syrups in the U.S., 2007 and 2008
Brand Share—Sugar Substitutes
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- Key points
- Sweetener market remains unchanged
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- Figure 20: Manufacturer brand sales of sugar substitutes in the U.S., 2007 and 2008
Brand Share—Honey and Molasses
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- Key points
- More than half of the market is private label
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- Figure 21: Manufacturer brand sales of molasses and honey in the U.S., 2007 and 2008
Brand Share—Brown/powdered/flavored sugar
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- Key points
- Flo-Sun beats out private label… barely
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- Figure 22: Manufacturer brand sales of brown/powdered/flavored sugar in the U.S., 2007 and 2008
Innovation and Innovators
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- Key points
- New product activity relatively steady from 2003-07
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- Figure 23: New product launches, sugar and sweeteners, 2003-08 (October 17)
- Changing claims
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- Figure 24: Sugar and sweetener claims, 2003-08*
- New developments: tabletop sweeteners vs. sweeteners as ingredients
- Cane sugar: tabletop sweetener
- Cane sugar as an ingredient
- Agave syrup/nectar as a tabletop sweetener
- Agave as an ingredient
- Stevia as a tabletop sweetener
- Stevia as an ingredient
- Xylitol as a tabletop sweetener
- Xylitol as an ingredient
- Emerging trends
Advertising and Promotion
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- The Sugar Association
- McNeil Specialty Products, Inc. (Splenda)
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- Figure 25: Television ad for Splenda—breakfast, 2007
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- Figure 26: Television ad for Splenda—fruit punch, 2007
- Cumberland Packaging Corp.
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- Figure 27: Television ad for Sugar in the Raw, 2007
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- Figure 28: Television ad for Sweet’N Low, 2008
Household Penetration of Sugar and Sweeteners
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- Key points
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- Figure 29: Household usage of white granulated sugar and sugar substitutes, by age, inciome and race/Hispanic origin, February 2007-March 2008
Amount of Sugar and Sweeteners Consumed by Households
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- Key points
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- Figure 30: Household consumption (in pounds of sugar, packs of sugar substitutes) of white granulated sugar and sugar substitutes, by age, inciome and race/Hispanic origin, February 2007-March 2008
Brands Used by Households
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- Key points
- White granulated sugar
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- Figure 31: Household usage of white granulated sugar, by brand, February 2007-March 2008
- Sugar substitutes
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- Figure 32: Household usage of sugar substitutes, by brand, February 2007-March 2008
Usage of Sweeteners: In Food and Beverages
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- Key points
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- Figure 33: Usage of sweeteners in food and beverages, by age, August/September 2008
Usage Frequency
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- Key points
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- Figure 34: Usage frequency of specific sweeteners, August/September 2008
Situations in Which Sugar Substitutes are Used
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- Key points
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- Figure 35: Usage situations for sugar substitutes, by age, August/September 2008
Reasons for Using Sugar Substitutes
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- Key points
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- Figure 36: Reasons for using sugar substitutes, by age, August/September 2008
Branded vs. Private label
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- Key points
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- Figure 37: Kinds of sugar products purchased, August/September 2008
Interest in Enhanced/Functional Sweeteners
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- Key points
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- Figure 38: Interest in types of sweeteners, by age, August/September 2008
Usage of Organic Sweeteners
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- Key points
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- Figure 39: Purchase of organic sweeteners, by age, August/September 2008
Baking Habits
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- Key points
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- Figure 40: Types of baked goods made by respondent in past year, by age, August/September 2008
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- Figure 41: Types of baked goods made by respondent in past year, by presence of children in household, August/September 2008
Usage of Sweeteners in Baking
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- Key points
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- Figure 42: Usage of sweeteners in baking, by presence of children in household, August/September 2008
Cluster Analysis
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- Sweet-lowest, Bake-lights
- Opportunity
- White-sugar Loyalists
- Opportunity
- Artificial-adopting, Innovative-interested, Active Bakers
- Opportunity
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- Figure 43: Sweet baker clusters, August/September 2008
- Figure 44: Sweeteners added to food or drinks, by sweet baker clusters, August/September 2008
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- Figure 45: Usage of sweeteners in baking, by sweet baker clusters, August/September 2008
- Figure 46: Interest in types of sweeteners, by sweet baker clusters, August/September 2008
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- Figure 47: In the past year, which, if any, of the following types of baked goods have you personally baked?, by sweet baker clusters, August/September 2008
- Figure 48: Sweet baker clusters, by gender, August/September 2008
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- Figure 49: Sweet baker clusters, by age, August/September 2008
- Figure 50: Sweet baker clusters, by income, August/September 2008
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- Figure 51: Sweet baker clusters, by race, August/September 2008
- Figure 52: Sweet baker clusters, by Hispanic origin, August/September 2008
Custom Consumer Groups
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- Moms bake. Do dads?
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- Figure 53: Types of baked goods made by respondent in past year, moms and dads, August/September 2008
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- Figure 54: Usage of sweeteners in baking, moms and dads, August/September 2008
Appendix: Other Useful Consumer Tables
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- Usage of sweeteners
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- Figure 55: Usage of sweeteners in food and beverages, by race/Hispanic origin, August/September 2008
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- Figure 56: Usage of sweeteners in food and beverages, by income, August/September 2008
- Interest in enhanced/functional sweeteners
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- Figure 57: Interest in types of sweeteners, by income, August/September 2008
IRI/Builders—Key Household Purchase Measures
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- Overview of sugar purchases
- White granulated sugar
- Consumer insights on key purchase measures—white granulated sugar
- Brand map
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- Figure 58: Brand map, selected brands of white granulated sugar, by household penetration, 2007 *
- Brand leader characteristics
- Key purchase measures
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- Figure 59: Key purchase measures for the top brands of white granulated sugar, by household penetration, 2007*
- Brown/powder/flavored sugar
- Consumer insights on key purchase measures—Brown/powder/flavored sugar
- Brand map
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- Figure 60: Brand map, selected brands of brown/powder/flavored sugar, by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 61: Key purchase measures for the top brands of brown/powder/flavored sugar, by household penetration, 2007*
- Sugar substitutes
- Consumer insights on key purchase measures—Sugar substitutes
- Brand map
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- Figure 62: Brand map, selected brands of sugar substitutes, by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 63: Key purchase measures for the top brands of sugar substitutes, by household penetration, 2007*
Appendix: Trade Associations
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