Maple Syrup Trends: U.S. Retail Market Trade Brief
The information in Maple Syrup Trends: U.S. Retail Market Trade Brief is extracted from Packaged Facts’ Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 4th Edition (May 2014). Intense focus on added sugars consumption and links to obesity, diabetes and heart disease is motivating consumers to both reduce total consumption and switch to sweeteners perceived as more healthful, including conventional kitchen syrups, such as maple syrup, among others. Packaged Facts anticipates opportunities in the maple, pancake and waffle syrup segment will include more private label entrants of pure maple syrup and, especially, organic maple syrup. Providing consumers with information and instructions on ways to use maple syrup as a sweetener ingredient in cooking will help put it on a more similar footing to honey. There is, potentially, great appeal of organic maple syrup for consumers interested in sweeteners that carry a healthier halo, who want to avoid pesticides, preservatives, artificial colors and HFCS, or who seek out non-GMO foods.
Scope of Trade Brief
This trade brief strives to estimate and analyze the size, growth rates and composition of the maple syrup market in the United States, focusing specifically on the retail market for kitchen and tabletop use while also discussing major trends that are currently impacting or are expected to impact the selection and use of maple syrup for foodservice and industrial use by processors.
The information in this trade brief was obtained from both primary and secondary research. Consumer data were derived from a Packaged Facts national online consumer survey conducted in April 2014 with a panel of 2,000 U.S. adults (age 18+) balanced to the national population on the primary demographic measures of gender, age range, ethnicity, geographic region, marital status, presence or absence of children in the household and household income.
Additional consumer data were obtained from the Simmons National Consumer Survey through Fall 2013 from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.
Retail sales figures credited to IRI (Chicago, IL) are based on IRI aggregated multi-outlet (MULO) sales tracking, which represents sales through U.S. supermarkets, drugstores including Walgreens, CVS and Rite Aid), mass merchandisers (Wal-Mart, Target, Kmart and Shopko), warehouse clubs (Sam’s Club and BJ’s, but not Costco), dollar stores (excluding Dollar Tree) and military commissaries.
Nine retailers in three geographic locations (Houston, TX, Minneapolis, MN, and New York and New Jersey) were visited and sugar and sweetener offerings studied in conjunction with this trade brief. A wide range of industry sources were also leveraged including interviews and discussions with industry participants and subject matter experts, sugar and sweetener company websites, videos embedded in these websites, trade publications, business newspapers and magazines, consumer blogs, financial blogs, social media, annual reports, 10Ks and press releases.
Who Will Benefit From This Trade Brief
Manufacturers and Marketers of Zero Calorie Sweeteners
Honey and Maple Syrup Producers, Processors and Marketers
Ingredient and Agricultural Commodity Producers
Food and Beverage Manufacturers
Private Label (Retail) Branding Firms
The analysis in this trade brief includes
U.S. retail market size projections through 2018 for:
Market share of leading brands and private label for each sweetener type
Analysis of new product introductions
Packaged Facts predictions for sugars and sweeteners
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