Sugar and Alternative Sweeteners - US - May 2015
The sugar and alternative sweeteners category reached almost $5 billion in 2014, representing growth of only 3% from 2009-14. Sugar’s negative impact on health has impaired growth; however, honey represents the category sweet spot and is indicative of the future natural direction of the market. At the same time consumers are demanding more natural sweeteners, they remain confused about which sweeteners truly are natural and the differences between types. This confusion creates opportunity for manufacturers to be proactive with this type of information, especially as some consumers are actively researching sweeteners before they make a purchase.
This report looks at the following issues:
- Negative health perceptions impacting sales
- Difficult to identify natural sugar substitutes
- Sweetener types causing consumer confusion
The sugar and alternative sweeteners category continues to struggle, especially due to consumer concerns about the impact of sugar on their health. Future growth may stem from sweeteners viewed as more natural, which consumers are demanding, while innovation related to plant-based sweeteners and other low-calorie alternatives may also help boost sales.
However, the category also is laden with consumer confusion. Consumers are demanding more product information including how sugar substitutes are made, the differences between types, and which products are truly natural. Many are doing their own research before making a purchase, so it’s important for manufacturers to be proactive with this information.
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