Table of Contents
Intense focus on added sugars consumption and links to obesity, diabetes and heart disease is anticipated to motivate consumers to both reduce total consumption and switch to sweeteners perceived as more healthful, including less refined sugars, honey, coconut sugar, and natural zero calorie sweeteners. Less refined, niche sugars and sweeteners are expected to grow at the expense of commodity sugar, especially white granulated. Despite general negative consumer sentiment related to zero calorie sweeteners, greater acceptance of their use is predicted. In part this is due to the availability of natural options, stevia and monk fruit, but also a matter of pragmatism: The growing number of Americans being diagnosed with diabetes or taking steps to prevent it will seek alternatives to sugar. Younger consumers in particular are concerned about economic and environmental sustainability when selecting 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 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 (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
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
Benefits of This Report Include
U.S. Retail Market Size Estimates through 2018 for:
Pancake and Waffle Syrup
Pure Maple Syrup
Market Share of leading brands and private label for each sweetener type
Coverage of the latest issues and trends affecting specific sweeteners
Descriptions of new product introductions
Packaged Facts predictions for sugars and sweeteners
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