Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Sales of sugar and sweeteners decline by 5% from 2011-16
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- Figure 1: Total US retail sales and forecast of sugar and sweeteners, at current prices, 2011-21
- Dollar sales of sugar decline 16% from 2011-16
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- Figure 2: Total US retail sales and forecast of sugar and sweeteners, by segment, at current prices, 2011-21
- 84% of consumers are limiting the amount of sugar in their diet
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- Figure 3: Sweetener behavior, September 2016
- The opportunities
- A quarter of consumers desire natural sugar substitutes
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- Figure 4: Sweetener statements – Natural sweeteners, September 2016
- Honey leads perception of health
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- Figure 5: Sweetener health, top rank and any rank, September 2016
- Added sugar does not appear to be a big concern among consumers
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- Figure 6: Sweetener statements – Added sugar, September 2016
- What it means
The Market – What You Need to Know
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- Sales of sugar and sweeteners decline by 5% from 2011-16
- Dollar sales of sugar decline 16% from 2011-16
- More than half of Americans are dieting
- Sweetener knowledge appears limited
- Government guidelines crack down on added sugar
Market Size and Forecast
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- Sales of sugar and sweeteners decline by 5% from 2011-16
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- Figure 7: Total US retail sales and forecast of sugar and sweeteners, at current prices, 2011-21
- Figure 8: Total US retail sales and forecast of sugar and sweeteners, at current prices, 2011-21
- Figure 9: Total US retail sales and forecast of sugar and sweeteners, at inflation-adjusted prices, 2011-21
Market Breakdown
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- Largest segments see sales declines, honey continues strong growth
- Dollar sales of sugar fall 16% from 2011-16
- Dollar sales of syrup and molasses decline by 2% from 2011-16
- MULO sales of sugar substitutes decline by 13% during the period
- Honey climbs 57% across the period
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- Figure 10: Total US retail sales and forecast of sugar and sweeteners, by segment, at current prices, 2011-21
Market Factors
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- Obesity continues to be a big issue
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- Figure 11: Percentage of overweight and obese Americans, 2000-14
- The diabetes rate is finally falling, but still remains high
- More than half of Americans are dieting
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- Figure 12: Share of respondents who diet, June 2016
- Dieters move from “diet” products to “better-for-you” products
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- Figure 13: Ingredient avoidance in BFY Foods, by diet status, June 2016
- Sweetener knowledge appears limited
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- Figure 14: Sweetener statements, September 2016
- Government guidelines crack down on added sugar
Key Players – What You Need to Know
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- Private label makes up the largest share of MULO sales in the category
- ASR Group leads sales and growth of branded offerings
- Honey brands continue to grow
- Splenda sales decline by 10% in the 52-weeks ending Sept. 4, 2016
Leading Company Sales of Sugar and Sweeteners
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- Private label makes up the largest share of MULO sales in the category
- Brand sales of sugar and sweeteners
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- Figure 15: MULO sales of sugar and sweeteners, by leading companies, 52-weeks ending Sept. 4, 2016
- ASR Group leads sales and growth of branded offerings
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- Figure 16: “Domino Sugar Maple Flavored Granules,” online video, October 2016
- Figure 17: MULO sales of sugar and alternative sweeteners, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- ASR Group bucks sugar declines through innovation
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- Figure 18: MULO sales of sugar, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Honey brands blossom
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- Figure 19: MULO sales of honey, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Use of regular syrups grows
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- Figure 20: Type of syrup used, 2012-16
What’s Struggling?
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- Leading company sales of syrup/molasses decline
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- Figure 21: MULO sales of syrup and molasses, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Splenda sales decline by 10%
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- Figure 22: MULO sales of sugar substitutes, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Agave sales nosedive at natural channels
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- Figure 23: Natural supermarket sales of sugar substitutes, by type, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
What’s Next?
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- Differentiation and specialization play strong roles in category innovation
- Expanding flavor options
- Appealing to foodies through a focus on expanded varieties and international origins
- Complementary food trends
- Blending sweetener types can help
The Consumer – What You Need to Know
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- Half of consumers say a healthy diet should be low in sugar
- 84% of consumers are limiting the amount of sugar in their diet
- Weight control is the leading reason for sugar reduction
- Honey leads perception of health
- Four in 10 consumers think artificial sweeteners should be avoided
- Trust in packaged food manufacturers is low
Sweetener Usage
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- Seven in 10 consumers use white granulated sugar
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- Figure 24: Sweetener use – Net* any use, September 2016
- Sugar and sugar substitute usage has declined in the past five years
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- Figure 25: Mean pounds of sugar used in the past 30 days, 2012-16
- Figure 26: Use of sugar substitutes in the HH, 2012-16
- Men make up a higher percentage of less-traditional sweetener users
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- Figure 27: Share of sweetener use – Net* any use, by gender, September 2016
- Millennials make up the vast majority of sweetener usage
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- Figure 28: Share of sweetener use – Net* any use, by generation, September 2016
Usage Occasion
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- Sugar/honey lead for use in hot drinks
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- Figure 29: Usage occasion, by type, September 2016
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- Figure 30: Coffee and tea consumption – At home, October 2016
- Liquid and easy-dissolve granules could resonate with cold beverage drinkers
- Maple syrup leads as a topping
- Sugar benefits from use in recipes
Role of Sugar
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- Half of consumers say a healthy diet should be low in sugar
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- Figure 31: Sweetener statements – Role of sugar, September 2016
- Young adults don’t necessarily think limiting sugar is a pillar of a healthy diet
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- Figure 32: Sweetener statements – Role of sugar, by generation, September 2016
Sweetener Behavior
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- 84% of consumers are limiting the amount of sugar in their diet
- Use of natural sugar substitutes in food/drink may do well to educate consumers about sweetener options
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- Figure 33: Sweetener behavior, September 2016
Reasons for Limiting Sugar
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- Weight control is the leading reason for sugar reduction
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- Figure 34: Reasons for limiting sugar consumption, September 2016
- Women are more likely than men to limit sugar for weight management
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- Figure 35: Select reasons for limiting sugar consumption, by gender, September 2016
- iGens are particularly health conscious
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- Figure 36: Select reasons for limiting sugar consumption, by generation, September 2016
Health of Sweeteners
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- Honey leads perception of health
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- Figure 37: Sweetener health, top rank and any rank, September 2016
- A third of consumers think artificial sweeteners are bad for health
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- Figure 38: Sweetener statements – Bad for health, September 2016
- Women are more likely than men to think agave is healthy
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- Figure 39: Sweetener health, any rank, by gender, September 2016
- iGens are most critical of white granulated sugar
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- Figure 40: Sweetener health, any rank, by generation, September 2016
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- Figure 41: Sweetener statements – Bad for health, by generation, September 2016
- Asian shoppers are less likely to think artificial sweeteners are healthy
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- Figure 42: Sweetener health, any rank, by race, September 2016
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- Figure 43: Sweetener statements – Bad for health, by race, September 2016
Sweeteners in Packaged Food/Drink
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- Trust in packaged food manufacturers is low
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- Figure 44: Sweetener statements – Packaged food, September 2016
- Millennials appear more trusting
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- Figure 45: Sweetener statements – Packaged food, by generation, September 2016
- Artificial sweeteners
- Four in 10 consumers think artificial sweeteners should be avoided
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- Figure 46: Sweetener statements – Artificial sweeteners, September 2016
- Half of iGens believe it’s best to avoid artificial sweeteners
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- Figure 47: Sweetener statements – Artificial sweeteners, by generation, September 2016
- Half of Asian shoppers believe it’s best to avoid artificial sweeteners
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- Figure 48: Sweetener statements – Artificial sweeteners, by race, September 2016
- Natural sweeteners
- A quarter of consumers desire natural sugar substitutes, but don’t want to pay more for these
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- Figure 49: Sweetener statements – Natural sweeteners, September 2016
- Natural sweeteners are most likely to resonate with younger consumers
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- Figure 50: Sweetener statements – Natural sweeteners, by generation, September 2016
- Added sugar
- Added sugar does not appear to be a big concern among consumers
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- Figure 51: Sweetener statements – Added sugar, September 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 52: Total US retail sales and forecast of sugar, at current prices, 2011-21
- Figure 53: Total US retail sales and forecast of sugar, at inflation-adjusted prices, 2011-21
- Figure 54: Total US retail sales and forecast of syrup and molasses, at current prices, 2011-21
- Figure 55: Total US retail sales and forecast of syrup and molasses, at inflation-adjusted prices, 2011-21
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- Figure 56: Total US retail sales and forecast of sugar substitutes, at current prices, 2011-21
- Figure 57: Total US retail sales and forecast of sugar substitutes, at inflation-adjusted prices, 2011-21
- Figure 58: Total US retail sales and forecast of honey, at current prices, 2011-21
- Figure 59: Total US retail sales and forecast of honey, at inflation-adjusted prices, 2011-21
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- Figure 60: US supermarket sales of sugar and sweeteners, at current prices, 2011-16
- Figure 61: Sales of sugar and sweeteners through other retail channels, at current prices, 2011-16
- Figure 62: Natural supermarket sales of sugar and alternative sweeteners, at current prices, rolling 52 weeks Oct. 5, 2014-Oct. 2, 2016
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- Figure 63: Natural supermarket sales of sugar and alternative sweeteners, by segment, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
- Figure 64: Natural supermarket sales of granulated cane sugar, by type, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
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- Figure 65: Natural supermarket sales of sugar and alternative sweeteners, by organic ingredients, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
- Figure 66: Organic share of natural supermarket sales of sugar and alternative sweeteners, by segment, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
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- Figure 67: Natural supermarket sales of sugar and alternative sweeteners, by fair trade claim, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
- Figure 68: Fair trade share of natural supermarket sales of sugar and alternative sweeteners, by segment, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
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- Figure 69: Natural supermarket sales of sugar and sugar substitutes*, by non-GMO claim at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
- Figure 70: Non-GMO-claim share of natural supermarket sales of sugar and sugar substitutes, by segment, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
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- Figure 71: Natural supermarket sales of sugar and alternative sweeteners, by “natural” labeling or perception, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
- Figure 72: “Natural” labeled/perceived share of natural supermarket sales of sugar and alternative sweeteners, by segment, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
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Appendix – Key Players
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- Figure 73: MULO sales of sugar and alternative sweeteners, by leading companies, rolling 52 weeks 2015 and 2016
- Figure 74: Natural supermarket sales of sugar substitutes, by type, at current prices, rolling 52 weeks ending Oct. 5, 2014-Oct. 2, 2016
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- Figure 75: Honey launches, by leading claims, 2012-16*
- Figure 76: Sugar launches, by leading claims, 2012-16*
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- Figure 77: Sugar substitute launches, by leading claims, 2012-16*
- Figure 78: Syrup launches, by leading claims, 2012-16*
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- Figure 79: Honey launches, by leading flavors, 2012-16*
- Figure 80: Sugar launches, by leading flavors, 2012-16*
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- Figure 81: Sugar substitute launches, by leading flavors, 2012-16*
- Figure 82: Syrup launches, by leading flavors, 2012-16*
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- Figure 83: Honey launches, by package type, 2012-16*
- Figure 84: Sugar launches, by package type, 2012-16*
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- Figure 85: Sugar substitute launches, by package type, 2012-16*
- Figure 86: Syrup launches, by package type, 2012-16*
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Appendix – The Consumer
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- Figure 87: Type of syrup used, 2012-16
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- Figure 88: Means pounds of sugar used in the past 30 days, 2012-16
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