Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 4th Edition
Can we Americans break our sugar addiction – or at least move it in a different direction?
Information certainly abounds about the link between sugar consumption and health conditions such as obesity, diabetes and heart disease. In our 4th edition of Sugar, Sugar Substitute, and Sweetener Trends in the U.S., Packaged Facts examines how consumers’ awareness of possible ill effects of sugar affects their consumption habits. People now are more motivated to switch sugar for sweeteners they believe are more healthful, including less refined sugars, honey, coconut sugar, and natural zero calorie sweeteners.
This trend will affect the market for commodity sugar, especially white granulated. And even though zero-calorie sweeteners can suffer from a bad reputation, Packaged Facts projects that acceptance of, and the market for, these products will grow, in part because natural options such as stevia and monk fruit are becoming more available. Pragmatism will affect this trend as well. The growing number of Americans being diagnosed with diabetes or taking steps to prevent it will drive demand for alternatives to sugar. Moreover, economic and environmental sustainability factors are increasingly important to consumer choices about sweeteners and avoidance of genetically modified foods will likely drive sweetener selection for a growing number of consumers.
Scope of Report
This report estimates and analyzes the size, growth rates and composition of the sugar and 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 impacting or are expected to impact the selection and use of sweeteners for foodservice and industrial use by processors. The sugar and sweetener products and markets covered in this report include those found at retail including sugars, corn and cane sweeteners, pancake and maple syrup, honey, molasses, zero calorie sweeteners, both those classified as natural and artificial, and others that may be considered niche sweeteners, such as agave nectar and coconut sugar.
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 (Samâ€™s Club and BJâ€™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.
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