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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.

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

Benefits of This Report Include

U.S. Retail Market Size Estimates through 2018 for:
Sugar
Sugar Substitutes
Honey
Pancake and Waffle Syrup
Pure Maple Syrup
Corn Syrup
Molasses
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

Table Of Contents

Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 4th Edition
Chapter 1 Executive Summary
Scope and Methodology
Report Methodology
Definitions and Classifications
What Are Added Sugars?
Zero-Calorie Sweeteners
Market Outlook
Table 1-1 Projected U.S. Retail Sales of Sugar and Sweeteners, 2013-2018 (in million $)
Table 1-2 Projected U.S. Retail Sales of Sugar and 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
Zero-Calorie Sweeteners
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
Industry Eagerly Awaits More Cost Effective and Better-Tasting Stevia
Sugar Isn't Just Sugar: Pickier Consumers Demand GMO
Transparency
Processors Face Uncertainty Over Sugar Prices
Sweetener Market Size and Growth
Table 1-3 IRI-Tracked MULO U.S. Retail Sugar and 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
Zero-Calorie Sweeteners
Leading Zero-Calorie Sweetener Brands
Flavored Zero-Calorie Sweetener Offerings
Natural Zero-Calorie Sweeteners - A Private Label Opportunity at Retail
Umbrella Brands Growing in Popularity for Zero-Calorie Sweeteners
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 Retail Sweetener Market Projected to Suffer from Lower
Sugar Sales
Table 2-3 Projected U.S. Retail Sales of Sugar and Sweeteners, 2013-2018 (in million $)
Figure 2-1 Projected U.S. Retail Sales of Sugar, 2013-2018 (in million $)
Figure 2-2 Projected U.S. Retail Sales of 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
Not Just Sugar
Retail Opportunities for Zero-Calorie Sweeteners
Continuously Evolving Packaging Formats
Zero-Calorie Sweeteners to Steer Reduced Sugar Blends
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
Industry Eagerly Awaits More Cost Effective and Better-Tasting
Stevia
Cargill Promotes ViaTech for Processors of Reduced Sugar Products
Can Stevia Salvage Slumping Soft Drink Sales?
Coca-Cola Life
Pepsi Next
Reb D and M Improve Stevia's Sweetness with Fewer Off-Notes
Using Biotechnology to Enhance Stevia's Appeal
But Will It Still Be Natural?
More Zero-Calorie Sweetener Use
Foodservice Opportunities for Natural Zero-Calorie Sweeteners
Beverages and Zero-Calorie Sweeteners Increasingly Inseparable
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 Sweetener Market Size and Growth
Table 3-1 IRI-Tracked MULO U.S. Retail Sugar and 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 $4.28 billion for 2014
Table 3-2 Projected U.S. Retail Sugar and Sweeteners Market, 2014 (Dollar Sales and Market Share)
Supermarkets Expected to Lead in Sales of Sugar and Sweeteners .. 63
Figure 3-1 Projected U.S. Retail Sugar and Sweeteners Market, 2014 (Percent of Dollar Sales by Retail Channel)
Table 3-3 U.S. Sugar and Sweeteners Market: Projected Dollar Sales by Retail Channel, 2014
Offerings Vary Greatly by Retail Channel and Specific Retailer
Sugar: A Market in Flux
Table 3-4 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 3-5 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 3-6 U.S Sugar Deliveries for Human Consumption Non-Industrial Use Type, 2004-2013
Table 3-7 U.S. Sugar Deliveries for Human Consumption by Industrial Use, 2004-2013
Sugar Substitutes
Zero-Calorie Sweeteners
Figure 3-4 U.S. Retail Market for Zero-Calorie Sweeteners:
Projected Market Share of Best-Selling Types, 2014
Artificial Zero-Calorie Sweeteners
Aspartame
Saccharin
Sucralose
Natural, Plant Based Zero-Calorie Sweeteners
Stevia
Opportunities Abound for Stevia; Still in Its Infancy
Monk Fruit
Polyols
Erythritol
Xylitol
Other Caloric Sweeteners
Agave
Agave Market Experiences Double Digit Growth
Coconut Sugar
Retail Market for Coconut Sugar Still Emerging
Evaporated Cane Juice
Sweetener Blends
Honey
Production
Table 3-8 U.S. Honey Production and Active Colonies, 2008-2013 (Pounds and Number in Millions)
Table 3-9 U.S. Honey Production: Top Five U.S. Honey Producing States, 2011-2013 (Pounds in Thousands)
Honey Imports on the Rise
Table 3-10 U.S. Honey Imports by Importing Country, Calendar
Years 2009-2013 (Metric Tons)
Table 3-11 Percent Share of U.S. Honey Imports by Type, 2011
Production Challenges
Honey Consumption
Conventional Kitchen Syrups
Table 3-12 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 3-13 U.S. Maple Syrup Production by State, 2013 (Gallons and Percent of Total Production)
Table 3-14 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 .. 99
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
Low and Zero-Calorie Sweetener Brands
Table 4-5 Leading Zero-Calorie Sweetener Brands Listed by Primary Sweetener
Splenda Still Dominates
Table 4-6 Top-Selling IRI-Tracked MULO Zero-Calorie Sweetener Brands, 2013 Retail Sales, Volume and 52 Week % Change
Figure 4-3 Mass-Market Share of Top-Selling Zero-Calorie Sweetener Brands, 2013
Sugar Substitute Brands Purchased and Amount Used
Table 4-7 U.S. Household Use of Sugar Substitutes: Brands and Amounts Used, 2008-2013
Table 4-8 Splenda Zero-Calorie Sweetener Products, April 2014
Growth Is From Natural Zero-Calorie Sweeteners
Truvia Tops Stevia Brands
Table 4-9 Cargill Truvia Natural Sweetener Product Line,
April 2014
Table 4-10 Stevia In The Raw Product Line, April 2014
Table 4-11 Pure Via Product Line, April 2014
Monk Fruit Brands
Table 4-12 Nectresse Zero-Calorie Sweetener Products, April 2014
Table 4-13 Monk Fruit In The Raw Product Line, April 2014
Private Label - A Potential Growth Opportunity for Natural Sweeteners
Sweetener Blends: Splenda Loses, Stevia Gains
Umbrella Brands Growing in Popularity for Zero-Calorie
Sweeteners
Natural Blends Expected to Grow
Liquid Sweetener Concentrates, a Step Away from Water Enhancers?
Sucralose Patent for 40% Higher Yields
Major Marketers of Zero-Calorie Sweeteners
Cargill
Cumberland Packing Corp.
Heartland Food Products Group
McNeil Nutritionals
Merisant Company
Zero-Calorie Sweetener Marketing and Promotion
Tactics
Artificial Sweetener Brands Aim to Maintain Awareness and Share
Equal Brand Sweeteners
Splenda Minis
Illustration 4-6 Splenda Minis
Natural Sweetener Brands Strive to Differentiate Their Way to the Top
Other Caloric Sweetener Substitutes
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 4-14 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 4-15 Leading IRI-Tracked MULO Honey Brands,
52 Weeks Ended January 26, 2014 (Dollar Sales and Market Share)
Table 4-16 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 4-17 Eulogia Honey Product Offerings, 2013-2014
Honey That's Easier to Use
Illustration 4-7 Nektar Honey Crystals
True Source Certification from Hive to Table
Illustration 4-8 True Source Certified Logo
Growing Interest in Local and Unique Honey
Illustration 4-9 Prairie Rock Wildflower Honey Comb Honey Locally Produced and Packed in SW Minnesota
Illustration 4-10 Ames Farm Single Source Honey Hive Number and Location Indicated
Honey Brands for Hispanic Consumers
Illustration 4-11 Don Amusan Brand Honey Targeting Hispanic Consumers
Conventional Kitchen Syrups
Maple, Pancake and Waffle Syrup
Table 4-18 Top-Selling IRI-Tracked MULO Maple, Pancake and Waffle Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume and 52 Week % Change)
Figure 4-4 Mass-Market Share of Top-Selling Maple/Pancake and Waffle Syrup Brands, Year Ended January 26, 2014
Table 4-19 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 4-20 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 4-21 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 4-22 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
Zero-Calorie Sweeteners
Table 5-5 Ailments and Health Concerns Associated with Higher Incidence of Zero-Calorie Sweetener Use
Past Year Zero-Calorie Sweetener Purchases
Table 5-6 Purchasing of Zero-Calorie Sweeteners, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014
Consumer Reported Changes in Zero-Calorie Sweetener Use
Figure 5-5 Reported Change in Zero-Calorie Sweetener Use
Over Last Year or Two: U.S. Adults, April 2014 (% Now
Using More, About the Same, or Less)
Table 5-7 Higher Levels of Agreement with Selected Health and Diet Attitudinal Statements Among Stevia Users, 2013
Honey and Conventional Kitchen Syrups
Honey
Appendix I Sweeteners on offer at Sam's Club\ (from website)
Appendix II Sweetener Products Carrying the Non-GMO Verified Seal as of April 5, 2014
Appendix III Local and Regional Honey Offerings at Select Retailers in Specified U.S. Cities

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