Sugar and Sweeteners - US

Published by: Mintel International Group Ltd.

Published: Nov. 1, 2007 - 73 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Resources used for the consumer sections

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Market worth nearly $4 billion; white sugar struggling

Home baking supports the market

From functional to flavors: opportunities for the market

Private labels are powerful in the category

A third of bakers willing to pay more for natural sugar

Four in ten bakers see no difference betweens brands of sugar

Sweet and kind sources of sugar

Market expected to reach $4.3 billion by 2012

Market Drivers

Home baking

Figure 1: Reasons for not eating ready-to-eat cakes or pies, July 2007

Issues related to health and wellness

Diabetes

Overweight, obesity, and diet

Figure 2: Percentage of population who are overweight or obese, by age, 1971-2004

Figure 3: Interest in eating plans/diet trends, April-May 2006

Childhood obesity rates continue to rise

Figure 4: Incidence of being overweight, 6-19 year olds, 1976-2000

Figure 5: Usage of specific sugar-free products by teenagers, January-September 2006

Perceived safety of sugar substitutes

Numerous innovations but none packs a major punch

Figure 6: Types of sweeteners used in baking, by age, September 2007

Will stevia be the next big thing?

Sugar and sweetener prices rise

Figure 7: Price per pound in FDM channels, excluding Wal-Mart, 2002-06

Market Size and Trends

Market size

Figure 8: Total U.S. retail sales of sugar and sugar substitutes, at current and constant prices, 2002-07

Market trends

Figure 9: New product releases in sugar and sweeteners, 2002-07

Figure 10: Nature’s Family Sun Crystals from McNeil Nutritionals, 2007

Figure 11: XyloSweet Xylitol Sweetener from Xlear, 2007

Figure 12: Splenda Flavors for Coffee from McNeil Nutritionals, 2007

Figure 13: Martha Stewart Sanding Sugars Kit from CK Products, 2007

Market Segmentation

Introduction

Figure 14: FDM sales of sugar and sugar substitutes, segmented by type, 2005 and 2007

White granulated sugar

Figure 15: FDM sales of white granulated sugar, at current and constant prices, 2002-07

Syrup and molasses

Figure 16: FDM sales of syrup and molasses, at current and constant prices, 2002-07

Sugar substitutes

Figure 17: FDM sales of sugar substitutes, at current and constant prices, 2002-07

Honey

Figure 18: FDM sales of honey, at current and constant prices, 2002-07

Brown/powdered/flavored sugar

Figure 19: FDM sales of brown/powdered/flavored sugar, at current and constant prices, 2002-07

Supply Structure

Foreign trade

Companies and brands

Figure 20: Manufacturer FDM sales of sugar and sweeteners in the U.S., 2006 and 2007

White granulated sugar

Figure 21: Manufacturer brand FDM sales of white granulated sugar in the U.S., 2006 and 2007

Syrup and molasses

Figure 22: Manufacturer brand FDM sales of syrup and molasses in the U.S., 2006 and 2007

Sugar substitutes

Figure 23: Manufacturer brand FDM sales of sugar substitutes in the U.S., 2006 and 2007

Honey

Figure 24: Manufacturer brand FDM sales of honey in the U.S., 2006 and 2007

Brown/powdered/flavored sugar

Figure 25: Manufacturer brand FDM sales of brown/powdered/flavored sugar in the U.S., 2006 and 2007

Advertising and Promotion

The Sugar Association

Figure 26: Television ad for sugar, 2007

McNeil Specialty Products, Inc. (Splenda)

Figure 27: Television ad for Splenda--breakfast, 2007

Figure 28: Television ad for Splenda—fruit punch, 2007

Cumberland Packaging Corp.

Figure 29: Television ad for Sugar in the Raw, 2007

Figure 30: Television ad for Sweet ‘n Low, 2007

Retail Distribution

Introduction

Figure 31: U.S. retail sales of sugar and sweeteners by channel, 2005 and 2007

The Consumer: Usage of Sugar and Sweeteners

Summary

Household usage of white granulated sugar

Figure 32: Household usage of white granulated sugar, January-October 2006

Brands of white granulated sugar used by households

Figure 33: Brands of white granulated sugar used by household, January-October 2006

Amount of white granulated sugar used by households

Figure 34: Amount of white granulated sugar used by household, January-October 2006

Household usage of sugar substitutes

Figure 35: Household usage of sugar substitutes, January-October 2006

Brands of sugar substitute used by households

Figure 36: Brands of sugar substitute used by households, January-October 2006

Household usage of pancake and table syrup

Figure 37: Household usage of pancake and table syrup, January-October 2006

Types of pancake and table syrup used by households

Figure 38: Type of pancake and table syrup used by households, January-October 2006

Brands of pancake and table syrup used by households

Figure 39: Brands of pancake and table syrup used by households, January-October 2006

Amount of pancake and table syrup used by households

Figure 40: Amount of table syrup used by households, January-October 2006

Personal usage of sugar and other sweeteners

Figure 41: Types of sweeteners used in food and beverages, by age, September 2007

Figure 42: Types of sweeteners used in food and beverages, by household income, September 2007

Baking with sweeteners

Figure 43: Types of baked goods personally made by respondents, by age, September 2007

Types of sweeteners used in baking

Figure 44: Types of sweeteners used in baking, by age, September 2007

The Consumer: Attitudes and Opinions about Sugar and Sweeteners

Summary

Attitudes and opinions of respondents who bake with sugar

Figure 45: Opinions about brands of sugar, by age, September 2007

Opinions about specialty sugars

Figure 46: Opinions about purchasing different types of sugar, by age, September 2007

When to use sugar substitutes

Figure 47: Sugar substitute usage situations, by age, September 2007

Preferred packaging for sugar substitutes

Figure 48: Preferred packaging for sugar alternatives, September 2007

Reasons for choosing a sugar substitute

Figure 49: Reasons for choosing a sugar substitute, by age, September 2007

Attitudes towards the phrase “sugar substitute” vs. “artificial sweetener”

Figure 50: Opinions about sugar substitutes and artificial sweeteners, September 2007

Future and Forecast

Future trends

Functional sweeteners

Figure 51: Interest in new sweetener products, by age, September 2006

Sweet medicine

Sweet and kind sources of sugar

Market forecast

Sugar and sugar substitutes

Figure 52: Forecast of total U.S. sales of sugar and sugar substitutes, at current and constant prices, 2007-12

White granulated sugar

Figure 53: Forecast of U.S. FDM sales of white granulated sugar, at current and constant prices, 2007-12

Syrup and molasses

Figure 54: Forecast of U.S. FDM sales of syrup and molasses, at current and constant prices, 2007-12

Sugar substitutes

Figure 55: Forecast of U.S. FDM sales of sugar substitutes, at current and constant prices, 2007-12

Honey

Figure 56: Forecast of U.S. FDM sales of honey, at current and constant prices, 2007-12

Brown, powdered, or flavored sugar

Figure 57: Forecast of U.S. FDM sales of brown, powdered, or flavored sugar, at current and constant prices, 2007-12

Forecast factors

Appendix: Trade Associations

Abstract

This report addresses the state of the sugar and sweetener industry, including emerging threats and opportunities.

Mintel’s custom research investigates consumer behavior including sweetening, baking, reasons for using sugar substitutes, interest in functional sweeteners and willingness to pay premiums for certain types of sugar. Mintel’s survey also tests attitudes toward the phrase “artificial sweeteners” as compared to attitudes to “sugar substitutes.”

While the price of sugars and sweeteners is on the rise, volume sales are declining due to low rates of at-home baking and tabletop sweetening. The growing number of diabetics in the U.S has also hurt sugar sales. This report gives sugar and sweetener players the information necessary to stay competitive in the market. Some of the questions answered include:

• How will 2008 shifts in global trade agreements affect marketing and the price of sugar in the U.S.?
• How have food trends shaped product innovation?
• What opportunities are there for flavored sugars in the kids market?
• Are consumers who bake more willing to pay premiums for organic or all-natural sugar?
• How can sugar substitute manufacturers attract older baking consumers?
• In what ways will sweeteners and medicine combine in the future?

This report contains US IRI InfoScan data.

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