Author: Mintel Group Ltd.
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Sugar and Alternative Sweeteners - US - May 2015
Overview
 
What you need to know 
The sugar and alternative sweeteners category reached $4.3 billion in 2014, representing growth of only 3% from 2009-14. Sugar’s negative impact on health has impaired growth; however, honey represents the category sweet spot and is indicative of the future natural direction of the market. At the same time consumers are demanding more natural sweeteners, they remain confused about which sweeteners truly are natural and the differences between types. This confusion creates opportunity for manufacturers to be proactive with this type of information, especially as some consumers are actively researching sweeteners before they make a purchase.

Definition 
This report builds on the tabletop sweetener analysis presented in Mintel’s Sugar and Sweeteners – US, September 2014, as well as the September 2013, 2012, and December 2011 reports of the same title.

For the purposes of this report, Mintel has used the following definitions for tabletop sweeteners:

●	Sugar (white granulated, brown, and powdered)
●	Table syrup and molasses
●	Sugar substitutes, such as Splenda, Sweet’N Low, Equal, Truvia, etc.
●	Honey
●	The following categories are excluded from this report:
●	Chocolate and other dessert syrups

This report also builds on the alternative sweeteners as ingredients analysis presented in Mintel’s Sugar and Sweeteners – US, September 2014, August 2011, and December 2010, and Stevia and Other Natural Sweeteners – US, August 2009, focusing on in-depth analysis of the following alternative sweetener segments:

●	Stevia
●	Stevia/other alternative sweetener blends
●	Agave
●	Maltitol
●	Xylitol
●	Lo Han
●	Erythritol
●	Coconut/palm sweetener
●	Lucuma
●	Other single natural alternative sweeteners
●	Natural/artificial sweetener blends
●	Other artificial alternative sweeteners

Note: the terms alternative sweeteners and sugar substitutes are used interchangeably throughout this report.

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© Mintel Group Ltd.