Table of Contents
Executive Summary
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- The issues
- Sales declines continue
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- Figure 1: Total US sales and fan chart forecast of sugar and alternative sweeteners, at current prices, 2013-23
- A majority of consumers are limiting sugar/sweetener consumption
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- Figure 2: Consumers limiting/avoiding sugar and sweeteners, September 2018
- Long-term health initiatives driving reduction
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- Figure 3: Reasons for limiting sugar, September 2018
- The opportunities
- Motivating younger consumers
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- Figure 4: Dental/aesthetic reasons for limiting sugar, by age, September 2018
- Connecting with nature
- What it means
The Market – What You Need to Know
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- Sugar/sweetener market continues decline
- Honey leveraging natural appeal
- To health and back
Market Size and Forecast
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- Sweetener sales decline intensifies
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- Figure 5: Total US sales and fan chart forecast of sugar and alternative sweeteners, at current prices, 2013-23
- Figure 6: Total US sales and forecast of sugar and alternative sweeteners, at current prices, 2013-23
Market Breakdown
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- Honey gains as other segments falter
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- Figure 7: Segment market share of sugar and sweeteners, 2018 (est)
- Figure 8: Total US retail sales and forecast of sugar and alternative sweeteners, by segment, at current prices, 2013-23
Market Factors
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- Health strongly impacting consumers
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- Figure 9: Weight management status, July 2017
- Sweet sensation without taxation
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- Figure 10: Impact of tax on sweetened beverage consumption, by age, September 2018
- Diabetes, prediabetes numbers rise
Key Players – What You Need to Know
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- Store brands lean in to local appeal
- Natural appeal of honey
- Other sweetener segments face challenges
- GMO-free potential
Company and Brand Sales of Sugar and Alternative Sweeteners
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- Private label maintains dominant market share
- Sales of sugar and sweeteners by company
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- Figure 11: Sales of sugar and sweeteners, by company, 2017 and 2018
What’s Working?
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- Honey brands push environmental, natural appeal
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- Figure 12: US honey introductions, by claim, 2017-18
- Figure 13: Nature Nate’s Honey introductions, 2018
What’s Struggling?
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- Sugary backlash felt by sweeteners at large
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- Figure 14: Usage trend – Cooking from scratch, September 2018
What’s Next?
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- Free-from from private label
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- Figure 15: US introductions of sugar and sweeteners, by private label versus branded, 2014-18
- Figure 16: Sugar and sweetener launches in the US, private label versus branded, by free-from claims, 2017-18
The Consumer – What You Need to Know
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- Sugar still popular, but honey’s gaining traction with younger consumers
- Alternative sweeteners poised for growth
- Road to health could detour sugar
- Natural appeal getting sticky
- Packaged food and drinks bear the brunt of sugar revolt
Sweeteners Used
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- Sugar leads sweeteners used
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- Figure 17: Sweeteners used, September 2018
- Sweetener applications could use refresh
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- Figure 18: Sweeteners used, by usage of sweeteners, September 2018
- Honey’s popularity strong among younger consumers
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- Figure 19: Sweeteners used, by age, September 2018
- Honey notably more popular among Hispanic consumers
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- Figure 20: Sweeteners used, by Hispanic origin, September 2018
Sweetener Usage Trend
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- Consumers limiting sweetener use
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- Figure 21: Sweetener usage trend, September 2018
- Younger consumers taking a real approach
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- Figure 22: Sweetener usage trend – more, by age, September 2018
- Hispanic interest in limiting sugar
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- Figure 23: Sweetener usage trend, by Hispanic origin, September 2018
Reasons for Limiting Sugar
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- Cutting sugar regarded as a means of improving health
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- Figure 24: Reasons for limiting sugar, September 2018
- Health concerns impacting younger consumers
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- Figure 25: Reasons for limiting sugar, by age, September 2018
- Healthy reasoning
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- Figure 26: Health and sweeteners, September 2018
Sugar Substitutes
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- Honey significantly most popular alternative to sugar
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- Figure 27: Sugar substitutes, September 2018
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- Figure 28: Opinions of artificial versus natural sweeteners, September 2018
Sweeteners in Packaged Food/Drink
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- Sweetened beverages lead the list of concerns
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- Figure 29: Sweetener concern by category, September 2018
- Consumer uncertainty about sweeteners
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- Figure 30: Labeling of sugar/sweeteners in packaged food/drink, September 2018
- Fathers more willing to consider artificial sweeteners
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- Figure 31: Opinions of artificial sweeteners, by gender and presence of children, September 2018
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 32: Total US sales and forecast of sugar and alternative sweeteners, at inflation-adjusted prices, 2013-23
- Figure 33: Total US retail sales and forecast of sugar and alternative sweeteners, by segment, at current prices, 2013-23
- Figure 34: Total US retail sales of sugar and alternative sweeteners, by segment, at current prices, 2016 and 2018
- Figure 35: Total US retail sales and forecast of sugar, at current prices, 2013-23
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- Figure 36: Total US retail sales and forecast of sugar, at inflation-adjusted prices, 2013-23
- Figure 37: Total US retail sales and forecast of syrup and molasses, at current prices, 2013-23
- Figure 38: Total US retail sales and forecast of syrup and molasses, at inflation-adjusted prices, 2013-23
- Figure 39: Total US retail sales and forecast of sugar substitutes, at current prices, 2013-23
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- Figure 40: Total US retail sales and forecast of sugar substitutes, at inflation-adjusted prices, 2013-23
- Figure 41: Total US retail sales and forecast of honey, at current prices, 2013-23
- Figure 42: Total US retail sales and forecast of honey, at inflation-adjusted prices, 2013-23
- Figure 43: Total US retail sales of sugar and alternative sweeteners, by channel, at current prices, 2013-18
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- Figure 44: Total US retail sales of sugar and alternative sweeteners, by channel, at current prices, 2016 and 2018
- Figure 45: US supermarket sales of sugar and alternative sweeteners, at current prices, 2013-18
- Figure 46: US sales of sugar and alternative sweeteners through other retail channels, at current prices, 2013-18
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Appendix – Key Players
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- Figure 47: Multi-outlet sales of sugar, by leading companies and brands, rolling 52 weeks 2017-18
- Figure 48: Multi-outlet sales of syrup and molasses, by leading companies and brands, rolling 52 weeks 2017-18
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- Figure 49: Multi-outlet sales of sugar substitutes, by leading companies and brands, rolling 52 weeks 2017-18
- Figure 50: Multi-outlet sales of honey, by leading companies and brands, rolling 52 weeks 2017-18
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