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The information in this report 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 less refined sugars, honey, and coconut sugar. Less refined, niche sugars and sweeteners are expected to grow at the expense of commodity sugar, especially white granulated. 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 strives to estimate and analyze 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 impacting or are expected to impact the selection and use of sweeteners for foodservice and industrial use by processors. 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 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


Table Of Contents

Sugar, Honey, and Syrups:  Caloric Sweetener Trends in the U.S.
Chapter 1: Executive Summary
Scope and Methodology
Report Methodology
Definitions and Classifications
What Are Added Sugars?
Market Outlook
Table 1-1: U.S. Retail Sales of Sugar and Caloric Sweeteners, 2014 (Dollar Sales and Market Share)
Factors to Market Growth
Added Sugars in the Spotlight
Growth in Non-GMO Foods
Growing Interest in Sustainability
Market Opportunities
Sugar
Other Natural Caloric Sweeteners
Honey
Implications for the Food Industry and Foodservice
Changes to Nutrition Facts Panel
Soft Drink Companies Bear Brunt of Pressure to Cut Sugar
Sugar Isn't Just Sugar: Pickier Consumers Demand GMO Transparency
Processors Face Uncertainty Over Sugar Prices
Sweetener Market Size and Growth
Table 1-2: IRI-Tracked MULO U.S. Retail Sugar and Caloric Sweeteners Sales and Volume, 52 Weeks Ended January 26, 2014
Sugar: A Market in Flux
Reduced Consumer Demand for Sugar
Niche Sugars Gain Wider Appeal
Mexican Sugar Imports
Growing Interest in Non-GMO Foods
Leading Sugar Brands
New and Niche Sugar Products at Retail
Other Caloric Sweeteners
Agave Nectar
Coconut Sugar
Honey
U.S. Honey Market Characterized by Many Small Brands
Honey Product Trends
Conventional Kitchen Syrups
Maple, Pancake and Waffle Syrup
Cane and Corn Syrup
Molasses
Consumer Attitudes and Behaviors
Consumer Attitudes About Sugars and Sweeteners
Chapter 2: Market Forecast and Opportunities?
Factors to Market Growth
Added Sugars in the Spotlight
Added Sugars Implicated in Obesity and Diabetes
Sugar Consumption, Independent of Obesity, Linked to 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 2-1: Sources of Added Sugars in U.S. Diets: Consumers Age 2 Years or Over, NHANES 2005-2006
Table 2-2: Added Sugar Consumption: Key Consumer Behaviors and Potential Sugar-Cutting Strategies
Sugar: The Next Cigarette? Efforts to Guard Public Health
Regulatory Measures: Bans and Portion-Size Restrictions
Health-Conscious Consumers Taking Control
Growth in Non-GMO Foods
Retail Sugar and Sweetener Product Marketers Promote Non- GMO
Growing Interest in Sustainability
Projected Market Growth
Overall Caloric Sweetener Market Projected to Decline Due to Lower Sugar Sales
Figure 2-1: Projected U.S. Retail Sales of Sugar, 2013-2018 (in million $)
Figure 2-2: Projected U.S. Retail Sales of Caloric Sweeteners, 2013-2018 (in million $)
Market Opportunities
Sugar - Focusing on the Positives
Benefits of Niche Sugar Brands Offer Growth Opportunities
Highlighting Organic and Non-GMO
Packaging and Product Formats for Enhanced Consumer Experience
Other Caloric Sweeteners
Agave Syrup
Coconut Sugar
Honey: The New Liquid Gold?
Conventional Kitchen Syrups
Can Maple Follow in Honey's Footsteps?
Opportunities for Corn and Cane Sugars
Food and Foodservice Industry Implications: The Future of Sugar and Sweeteners
Pressure on Processors Mounts with Proposed Added Sugar Labeling
Figure 2-3: Proposed Changes to Nutrition Facts Panel February 2014 Focus on Added Sugars
Soft Drink Companies Bear Brunt of Pressure to Cut Sugar
Stepping Up Self-Monitoring Efforts for Added Sugars
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
Foodservice Opportunity to Expand Tabletop Sweetener Offerings
Growing Consumer Awareness of Sustainability
Chapter 3: Caloric Sweetener Market Size and Growth
Table 3-1: 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 3-2: 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
Figure 3-1: Retail Channel Shares for U.S. Retail Sales of Sugar and Sweeteners, 2014 (Percent of Dollar Sales by Retail Channel)
Offerings Vary Greatly by Retail Channel and Specific Retailer
Sugar: A Market in Flux
Table 3-3: 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
Figure 3-2: World Sugar Production by Country, November 2013/14 (Million Metric Tons)
U.S. Beet Sugar Production Greater than Non-GMO Cane
Table 3-4: U.S. Beet and Cane Sugar Production by Fiscal Year and Percent Share 2004/05 - 2013/14E
New Farm Bill Continues Sugar Program Unchanged
U.S. Producers Seek Legal Action and Financial Remedy for Mexican Dumping
Global and Domestic Sugar Policy Impact on U.S. Retail Prices
Figure 3-3: U.S. Wholesale and Retail Refined Sugar Prices, 2004-2014 Calendar and Fiscal Years
Recast of Per Capita Sugar Consumption Calculation
Table 3-5: U.S Sugar Deliveries for Human Consumption Non-Industrial Use Type, 2004-2013
Table 3-6: U.S. Sugar Deliveries for Human Consumption by Industrial Use, 2004-2013
Honey
Production
Table 3-7: U.S. Honey Production and Active Colonies, 2008-2013 (Pounds and Number in Millions)
Table 3-8: U.S. Honey Production: Top Five U.S. Honey Producing States, 2011-2013 (Pounds in Thousands)
Honey Imports on the Rise
Table 3-9: U.S. Honey Imports by Importing Country, Calendar Years 2009-2013 (Metric Tons)
Table 3-10: Percent Share of U.S. Honey Imports by Type, 2011
Production Challenges
Honey Consumption
Conventional Kitchen Syrups
Table 3-11: 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 3-12: U.S. Maple Syrup Production by State, 2013 (Gallons and Percent of Total Production)
Table 3-13: 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
Chapter 4: Marketing and Retailing
Sugar
Private Label Loses Dollar Sales and Volume for White Granulated
Table 4-1: Top-Selling IRI-Tracked MULO White Granulated Sugar Brands (2013 Dollar Sales, Volume and 52 Week % Change)
Figure 4-1: Mass-Market Share of Leading White Granulated Sugar Brands, 2013
Private Label Loses the Most in Brown, Powdered and Flavored Segment
Table 4-2: Top-Selling IRI-Tracked MULO Retail Brown/Powder/Flavored Sugar Brands (2013 Dollar Sales, Volume and 52 Week % Change)
Figure 4-2: Mass-Market Share of Leading Brown/Powder/Flavored Sugar Brands, 2013
Consumer Reports of Sugar Brands and Amounts Used
Table 4-3: 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
Niche Sugar Brands at Mainstream Retailers
Recent Niche Sugar Product Introductions
Tate and Lyle Fairtrade Sugars Now Marketed in the USA
Illustration 4-1: Tate and Lyle Fairtrade Sugars
Sugar In The Raw (Cumberland Packing Corporation)
Illustration 4-2: Sugar In The Raw Organic Whiteâ„¢
Zulka (Zucarmex)
Florida Crystals
Wholesome Sweeteners
Sugar Marketing and Promotion Tactics
Niche Sugar Brands Highlight Organic, non-GMO and Certifications
Non-GMO Project Verified
Certified CarbonFree®
Approaches for Promoting Cane, Non-GMO and Organic Sugar
Marketing and Promotional Approaches for Mainstream Sugar Brands
Illustration 4-3: CandH Brand Label Highlighting 100% Cane Sugar
Online and Social Media Presence of Sugar Companies
Table 4-4: Facebook Statistics for Major Sugar Brands, May 2014
Recent Sugar Product Introductions
Packaging Innovation for Commodity Sugar
Flip Top Pourable Sugar
Illustration 4-4: CandH Flip-Top Pourable Sugar
Illustration 4-5: Domino Flip-Top Pourable Sugar
Major Sugar Marketers
American Crystal Sugar
Domino Foods, Inc.
Imperial Sugar Company
Michigan Sugar Company
Sugar Foods Corporation
U.S. Sugar Co., Inc
Wholesome Sweeteners
Zucarmex, USA
Other Caloric Sweeteners
Madhava and Wholesome Sweeteners Lead Agave Sales
Agave Retail Landscape Reveals Relatively Few Private Label Offerings
Recent Agave Product Introductions Feature Blends and Flavors
Coconut Sugar
Coconut Sugar Brands
Coconut Sugar Market Presence Limited, but Growing
Coconut Sugar Product Innovation
Coconut Sugar Outlook
Honey Market Driven by Private Label and Small Brands
Table 4-5: 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 4-6: Leading IRI-Tracked MULO Honey Brands, 52 Weeks Ended January 26, 2014 (Dollar Sales and Market Share)
Table 4-7: Honey Brand Volume Sales and Volume Share, IRI MULO 52 Weeks Ended January 26, 2014
New Honey Products and Marketing Trends
To Avoid Pesticides, Greater Demand for Organic and Non-GMO Honey Likely
Table 4-8: Eulogia Honey Product Offerings, 2013-2014
Honey That's Easier to Use
Illustration 4-6: Nektar Honey Crystals
True Source Certification from Hive to Table
Illustration 4-7: True Source Certified Logo
Growing Interest in Local and Unique Honey
Illustration 4-8: Prairie Rock Wildflower Honey Comb Honey Locally Produced and Packed in SW Minnesota
Illustration 4-9: Ames Farm Single Source Honey Hive Number and Location Indicated
Honey Brands for Hispanic Consumers
Illustration 4-10: Don Amusan Brand Honey Targeting Hispanic Consumers
Conventional Kitchen Syrups
Maple, Pancake and Waffle Syrup
Table 4-9: Top-Selling IRI-Tracked MULO Maple, Pancake and Waffle Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume and 52 Week % Change)
Figure 4-3: Mass-Market Share of Top-Selling Maple/Pancake and Waffle Syrup Brands, Year Ended January 26, 2014
Table 4-10: Top-Selling IRI-Tracked MULO Pure Maple Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change, and Market Share)
New, International Grading System Debuted
Variability in Retail Assortment of Pure Maple Syrup
Innovation and Old-Fashioned Marketing Needed to Drive Maple Sales
Corn, Crystal, and White Syrup Segment Still Dominated by Karo
Table 4-11: Top-Selling IRI-Tracked MULO Corn/Crystal/White Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change, and Market Share)
Regional Brands with Strong Roots
Retail Selection Varies by Geography
Karo Leverages No HFCS Messaging
Future Growth a Serious Challenge for Corn, Crystal and White Syrups
Grandma's and Brer Rabbit Brands Dominate the Molasses Segment
Table 4-12: Top-Selling IRI-Tracked MULO Molasses Brands, Year Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change, and Market Share)
Molasses Products Differ in Nutrient Content
Table 4-13: Nutritional Comparison of Molasses Varieties Brer Rabbit Mild Flavor, Full Flavor and Blackstrap Molasses
Grandma's Almost Always on the Retail Shelf
Challenging Future for Retail Molasses
Chapter 5: Consumer Attitudes and Behaviors
Overall Sweetener Use, Avoidance and Added Sugars
Consumer Attitudes About Sugar and Sweeteners
Figure 5-1: U.S. Adult Attitudes and Beliefs About Sugar and Sweeteners, April 2014
Consumer-Reported Sweetener Use
Table 5-1: Use of Sugar and Sugar Substitutes: U.S. Households With Children Present vs. Without Children Present, 2013
Kids' Sugar Consumption Declining
Figure 5-2: U.S. Adult Use of Select Sweeteners in Last 30 Days, April 2014
Reported Sweetener Use Varies by Ethnicity
Millennial Consumers Age 25 to 29 Quick to Adopt Niche Sweeteners
Table 5-2: Select Sweetener Use by U.S. 25- to 29-Year-Olds(Last 30 Days), April 2014
Sweetener Purchases Vary by Age
Table 5-3: Percent Purchasing Sugar, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014
Table 5-4: Percent Purchasing Sweetener Syrups, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014
Consumer Reported Changes in Sugar and Sweetener Use
Figure 5-3: Reported Change in Sugar Use Over Last Year or Two: U.S. Adults, April 2014 (% Now Using More, About the Same, or Less)
Figure 5-4: Reported Change in Sweetener Syrups Use Over Last Year or Two: U.S. Adults, April 2014 (% Now Using More, About the Same, or Less)
CRA Findings: Behaviors Don't Change, Regardless of Awareness
CRA Consumer Segmentation Based on Sweetener Attitudes and Behaviors
Corn Refiners Association Claims More Consumers Avoid Sugar than HFCS
Honey and Conventional Kitchen Syrups
Honey

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