Market Overview

Sugar and Sweeteners Industry Trend and Share in US 2014 Research Share

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Sugar and Sweeteners Industry Trend and Share in US 2014 Research Share

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The success of the honey segment is likely tied to the high perception of health it holds among US consumers. Some 60% of respondents to Mintel’s custom consumer survey say honey is good for health, compared to 10% who say granulated sugar is good for health.

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Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary
The market
Dollar sales losses in category could slow in coming years
Figure 1: Total US retail sales and forecast of sugar and sweeteners, at current prices, 2009-19
Leading companies
Category highly fragmented, Domino leads with 13% of MULO sales
Figure 2: MULO sales of sugar and sweeteners at retail (and percentage change), by leading companies, rolling 52 weeks 2013 and 2014
Segment performance
Honey gains with sugar’s losses
Figure 3: Total US retail sales of sugar and sweeteners (and percentage change) ($ millions), by segment, at current prices, 2009-14
The consumer
Honey leads perception of health
Figure 4: Healthfulness of sugars/sweeteners, correspondence analysis, September 2014
Consumers keep an eye on sweetener use in juice, carbonated soft drinks
Figure 5: Paying attention to sugar/sweetener as an ingredient (top five), June 2014
What we think

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Issues and Insights
How can the category combat negative perceptions of health?
Issue
Insight: The category needs to promote its strengths
How closely do consumers pay attention to sweeteners in packaged food?
Issue
Insight: Arming shoppers with information about what’s inside should find appeal
How can brands compete with the strength of private label?
Issue
Insight: Bring products out of the generic shadow

Trend Applications
Trend: FSTR HYPR
Trend: Life Hacking
Trend: Help Me Help Myself

Market Size and Forecast
Key points
Sales and forecast of sugar and sweeteners
Figure 6: Total US retail sales and forecast of sugar and sweeteners, at current prices, 2009-19
Figure 7: Total US retail sales and forecast of sugar and sweeteners, at inflation-adjusted prices, 2009-19
Dollar sales losses in category could slow in coming years
Figure 8: Total US retail sales and forecast of sugar and sweeteners, at current prices, 2009-19
Forecast methodology

Market Factors
Health woes hurt and help category
Sugar consumption on the decline, but still exceeds recommendations
Figure 9: U.S. per capita sweetener availability, 1966-2012
Figure 10: Per capita sugar consumption in the United States: Actual versus Recommended, 1970-2010
General interest in healthy eating grows
Sugar substitutes should benefit, but find challenges of their own
Figure 11: Sugar substitutes/artificial sweeteners, February 2008-March 2014
Industry must promote its strengths and play a role in healthy eating
Reduction of added sugars appears as cause célèbre
Category players would do well to stay ahead of regulation
Proposed Nutrition Facts label change looms large

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