Market Research Logo

Sugar, Honey, and Syrups: Caloric Sweetener Trends in the U.S.


Attention: There is an updated edition available for this report.

Sugar, Honey, and Syrups: Caloric Sweetener Trends in the U.S.

Drawing on the analysis and data compiled for a study on the overall sweetener market, Packaged Facts presents an in-depth examination of Sugar, Honey, and Syrups: Caloric Sweetener Trends in the U.S.

Scope of Report

This report estimates and analyzes the size, growth rates and composition of the sugar, honey, and caloric sweeteners market in the United States, focusing specifically on the retail market for kitchen and tabletop use while also discussing major trends that are currently affecting or are expected to affect how processors select and use sweeteners for foodservice and industrial use. The retail products and markets covered in this report include sugars, honey, pancake and maple syrup, corn and cane sweeteners, molasses, and other caloric sweeteners that may be considered niche sweeteners such as agave nectar and coconut sugar.

Report Methodology

The information in this report 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 report. 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 Report

  • Food Retailers
  • Sugar Producers
  • Manufacturers and Marketers of Zero Calorie Sweeteners
  • Honey and Maple Syrup Producers, Processors and Marketers
  • Ingredient and Agricultural Commodity Producers
  • Food and Beverage Manufacturers
  • Foodservice Operators
  • Private Label (Retail) Branding Firms
  • Advertising Agencies
  • Investment Banks
The analysis in this report includes
  • U.S. retail market size and projections through 2018
  • Market share of leading brands and private label for each sweetener type
  • Analysis of new product introductions
  • Packaged Facts predictions for sugars and sweeteners


  • Executive Summary
    • Scope and Methodology
    • Report Methodology
    • Definitions and Classifications
      • What Are Added Sugars?
    • Market Outlook
      • Table U.S. Retail Sales of Sugar and Caloric Sweeteners, 2014 (Dollar Sales and Market Share)
      • Factors to Market Growth
      • Market Opportunities
      • Implications for the Food Industry and Foodservice
    • Sweetener Market Size and Growth
      • Table IRI-Tracked MULO U.S. Retail Sugar and Caloric Sweeteners Sales and Volume, 52 Weeks Ended January 26, 2014
      • Sugar: A Market in Flux
      • Other Caloric Sweeteners
      • Honey
      • Conventional Kitchen Syrups
      • Consumer Attitudes and Behaviors
  • Market Forecast and Opportunities
    • Factors to Market Growth
      • Added Sugars in the Spotlight
      • Added Sugars Implicated in Obesity and Diabetes
      • Added Sugars Increasingly Linked to Heart Disease
      • Spotlight on Added Sugars Leads to Global "Action on Sugar"
      • U.S. Government Efforts to Cut Added Sugar
        • Table Sources of Added Sugars in U.S. Diets: Consumers Age 2 Years or Over, NHANES 2005-2006
        • Table Added Sugar Consumption: Key Consumer Behaviors and Potential Sugar-Cutting Strategies
      • Sugar: The Next Cigarette? Efforts to Guard Public Health
      • Health-Conscious Consumers Taking Control
      • Growth in Non-GMO Foods
      • Growing Interest in Sustainability
    • Projected Market Growth
      • Overall Caloric Sweetener Market Projected to Decline Due to Lower Sugar Sales
    • Market Opportunities
      • Sugar - Focusing on the Positives
      • Other Caloric Sweeteners
      • Honey: The New Liquid Gold?
      • Conventional Kitchen Syrups
    • Food & Foodservice Industry Implications: The Future of Sugar and Sweeteners
      • Pressure on Processors Mounts with Proposed Added Sugar Labeling
      • Soft Drink Companies Bear Brunt of Pressure to Cut Sugar
      • Anti-High Fructose Corn Syrup (HFCS) Sentiment Still Runs High
      • Sugar Isn't Just Sugar - Pickier Consumers Demand GMO Transparency
      • Processors Face Uncertainty Over Sugar Prices
      • Niche Sweeteners Going Mainstream
  • Caloric Sweetener Market Size & Growth
    • Table IRI-Tracked MULO U.S. Retail Sugar and Caloric Sweeteners Sales and Volume, 52 Weeks Ended January 26, 2014
    • Size and Composition of the Market
      • U.S. Sugar and Sweeteners Retail Market Projected at $3.55 billion for 2014
        • Table Projected U.S. Retail Sugar and Caloric Sweeteners Market, 2014 (Dollar Sales and Market Share)
      • Supermarkets Expected to Lead in Sales of Sugar and Sweeteners
    • Sugar: A Market in Flux
      • Table IRI-Tracked (MULO) U.S. Retail Sugar Sales, 52 Weeks Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change and Share)
      • Global Sugar Production Exceeds Global Demand
        • Table U.S. Beet and Cane Sugar Production by Fiscal Year and Percent Share 2004/05 - 2013/14E
      • New Farm Bill Continues Sugar Program Unchanged
      • Recast of Per Capita Sugar Consumption Calculation
        • Table U.S Sugar Deliveries for Human Consumption Non-Industrial Use Type, 2004-2013
        • Table U.S. Sugar Deliveries for Human Consumption by Industrial Use, 2004-2013
    • Honey
      • Production
        • Table U.S. Honey Production and Active Colonies, 2008-2013 (Pounds and Number in Millions)
        • Table U.S. Honey Production: Top Five U.S. Honey Producing States, 2011-2013 (Pounds in Thousands)
        • Table U.S. Honey Imports by Importing Country, Calendar Years 2009-2013 (Metric Tons)
        • Table Percent Share of U.S. Honey Imports by Type, 2011
      • Honey Consumption
    • Conventional Kitchen Syrups
      • Table IRI-Tracked MULO U.S. Retail Syrups and Molasses Market Size and Growth, 52 Weeks Ended January 26, 2014 (Dollar and Volume Sales, % Change and Share of Category)
    • Maple Syrup
      • Maple Syrup Consumption
      • Maple Syrup Production
        • Table U.S. Maple Syrup Production by State, 2013 (Gallons and Percent of Total Production)
        • Table U.S. Maple Syrup Production for Retail Sale: By State, 2011-2012 Gallons and Percent of Total Production for Retail
      • Maple Plantations Could Boost Production Per Acre
      • Maple Syrup Heist Goes to Hollywood
  • Marketing and Retailing
    • Sugar
      • Private Label Loses Dollar Sales and Volume for White Granulated
        • Table Top-Selling IRI-Tracked MULO White Granulated Sugar Brands (2013 Dollar Sales, Volume and 52 Week % Change)
      • Private Label Loses the Most in Brown, Powdered and Flavored Segment
        • Table Top-Selling IRI-Tracked MULO Retail Brown/Powder/Flavored Sugar Brands (2013 Dollar Sales, Volume and 52 Week % Change)
        • Table U.S. Household Use of Sugar: Brands and Amounts Used, 2008-2013 (Percent Purchasing and Pounds Used in Last 30 Days)
      • Niche Sugar Brands Offer Benefits of Better-for-You, Better-for-the-Planet
      • Recent Niche Sugar Product Introductions
    • Sugar Marketing and Promotion Tactics
      • Niche Sugar Brands Highlight Organic, non-GMO and Certifications
      • Approaches for Promoting Cane, Non-GMO and Organic Sugar
      • Marketing and Promotional Approaches for Mainstream Sugar Brands
        • Table Facebook Statistics for Major Sugar Brands, May 2014
    • Recent Sugar Product Introductions
      • Packaging Innovation for Commodity Sugar
      • Major Sugar Marketers
      • Other Caloric Sweeteners
      • Coconut Sugar
    • Honey Market Driven by Private Label and Small Brands
      • Table Top-Selling IRI-Tracked MULO Shelf-Stable Honey Brands, 52 Weeks Ended January 26, 2014 (Dollar and Volume Sales by Brand, 52 Week % Change)
      • Honey Market Share Fragmented with Greater Use of Alternate Channels
        • Table Leading IRI-Tracked MULO Honey Brands, 52 Weeks Ended January 26, 2014 (Dollar Sales and Market Share)
        • Table Honey Brand Volume Sales and Volume Share, IRI MULO 52 Weeks Ended January 26, 2014
      • New Honey Products & Marketing Trends
        • Table Eulogia Honey Product Offerings, 2013-2014
    • Conventional Kitchen Syrups
      • Maple, Pancake and Waffle Syrup
        • Table Top-Selling IRI-Tracked MULO Maple, Pancake and Waffle Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume and 52 Week % Change)
        • Table Top-Selling IRI-Tracked MULO Pure Maple Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change, and Market Share)
      • Corn, Crystal, and White Syrup Segment Still Dominated by Karo
        • Table Top-Selling IRI-Tracked MULO Corn/Crystal/White Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change, and Market Share)
      • Grandma's and Brer Rabbit Brands Dominate the Molasses Segment
        • Table Top-Selling IRI-Tracked MULO Molasses Brands, Year Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change, and Market Share)
        • Table Nutritional Comparison of Molasses Varieties Brer Rabbit Mild Flavor, Full Flavor and Blackstrap Molasses
  • Consumer Attitudes and Behaviors
    • Overall Sweetener Use, Avoidance and Added Sugars
      • Consumer Attitudes About Sugar and Sweeteners
      • Consumer-Reported Sweetener Use
        • Table Use of Sugar and Sugar Substitutes: U.S. Households With Children Present vs. Without Children Present, 2013
        • Table Select Sweetener Use by U.S. 25- to 29-Year-Olds (Last 30 Days), April 2014
        • Table Percent Purchasing Sugar, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014
        • Table Percent Purchasing Sweetener Syrups, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014
      • CRA Findings: Behaviors Don't Change, Regardless of Awareness
    • Honey & Conventional Kitchen Syrups
      • Honey

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report