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Sugar and Sweeteners - US - December 2010

With the recession, more people have been cooking, baking, eating and drinking at home, which has helped the sugar and sweeteners category maintain positive sales growth. However, health issues are an underlying force for the category and these concerns have had a decided impact on each of the four segments. This report highlights the following topics:

  • What the improving economy means to the category and what can be expected in coming years, including what efforts will be most necessary for manufacturers to succeed
  • The success of stevia and how this can be parlayed into further, more widespread success
  • The impact of older consumers on the category and how to best appeal to their changing dietary needs
  • How consumers use the wide range of products in the category and the importance of versatility
  • The importance of solid relationships with other consumer packaged good manufacturers, as well as foodservice operators and retailers

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Sugar and sweeteners ride out the recession
                        • Product versatility and health attributes will prove distinguishers
                          • Health issues a core concern
                            • Four widely divergent segments comprise the category
                              • Greatest competition comes from within the category
                                • Integrated marketing campaigns the norm
                                  • Sugar and sweeteners used by the majority of consumers
                                    • Low-calorie sweeteners are used with greatest frequency
                                      • Use at home is most evident
                                        • Usage remains stable from last year
                                          • Unpleasant taste and/or aftertaste greatest deterrent when choosing sweeteners
                                            • Natural products have a distinct advantage
                                            • Insights and Opportunities

                                              • Highlight product versatility
                                                • Figure 1: Interest in at-home cooking, by gender, July 2010
                                                • Figure 2: Preference for sweetened coffee drinks, by age, June 2010
                                                • Figure 3: Choice of additives in iced tea, by age, February 2010
                                              • Parlaying the success of the stevia into more
                                                  • Figure 4: Selected brand sales of stevia products in the U.S., 2009 and 2010
                                                • HFCS backlash
                                                  • Taking social media to the next step
                                                    • Figure 5: How social networking sites function for the users, January 2010
                                                • Inspire Insights

                                                    • Trend—A Simple Balance for Health
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Market relatively robust in recession
                                                          • Future reliant on versatility of products and product use
                                                            • Sales and forecast of sugar and sweeteners
                                                              • Figure 6: Total U.S. retail sales and forecast of sugar and sweeteners, at current prices, 2005-15
                                                              • Figure 7: Total U.S. retail sales and forecast of sugar and sweeteners, at inflation-adjusted prices, 2005-15
                                                            • Fan chart forecast
                                                                • Figure 8: Total U.S. retail sales and fan chart forecast of sugar and sweeteners, at current prices, 2005-15
                                                              • Walmart sales
                                                              • Market Drivers

                                                                • The economics of sugar
                                                                    • Figure 9: Sugar prices, May-October 2010
                                                                    • Figure 10: Incidence of cooking more at home to save money, July 2010
                                                                  • Health and wellness
                                                                    • Sugar’s impact on Glycemic Index
                                                                      • The obesity epidemic
                                                                        • Figure 11: Age-adjusted overweight/obesity rates among adults aged 20+, 1988-2008
                                                                        • Figure 12: Age-adjusted overweight/obesity rates among adults aged 20+, by race/Hispanic origin and gender, 1988-2006
                                                                      • Diabetes and cancer
                                                                        • Figure 13: Incidence of diabetes, by age, trended, 1994-2006
                                                                        • Figure 14: Incidence of diabetes, by race/ethnicity, trended, 1994-2006
                                                                      • Diet trends shift consumer demand away from sugar toward sugar substitutes
                                                                        • Figure 15: Interest in food/diet trends, February 2010
                                                                      • Demographics
                                                                        • Figure 16: Population, by age, 2005-15
                                                                    • Competitive Context

                                                                      • Competition from within mounting
                                                                        • HFCS casts a pall on “sweet stuff”
                                                                          • No need to add sugar or sweetener
                                                                            • Figure 17: Household usage of instant iced tea mixes, by type, by age, April 2008-June 2009
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Sugar retains largest market share with healthy sales
                                                                              • Molasses and honey also benefit from those cooking at home
                                                                                • Sales of sugar and sweeteners, by segment
                                                                                  • Figure 18: Sales of sugar and sweeteners segmented by type, 2009 and 2010
                                                                              • Segment Performance—Sugar

                                                                                • Key points
                                                                                  • Sugar holds strong with bakers
                                                                                    • Sales and forecast of sugar
                                                                                      • Figure 19: Total U.S. sales and forecast of sugar, at current prices, 2005-15
                                                                                  • Segment Performance—Syrups

                                                                                    • Key points
                                                                                      • Syrup bucks opportunity for sales gains
                                                                                        • Sales and forecast of syrups
                                                                                          • Figure 20: Total U.S. sales and forecast of syrups, at current prices, 2005-15
                                                                                      • Segment Performance—Sugar Substitutes

                                                                                        • Key points
                                                                                          • Stevia sales help to bolster segment
                                                                                            • Sales and forecast of sugar substitutes
                                                                                              • Figure 21: Total U.S. sales and forecast of sugar substitutes, at current prices, 2005-15
                                                                                          • Segment Performance—Molasses and Honey

                                                                                            • Key points
                                                                                              • Honey scores on health; home baking boosts segment
                                                                                                • Sales and forecast of molasses and honey
                                                                                                  • Figure 22: Total U.S. sales and forecast of molasses and honey, at current prices, 2005-15
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Nearly half of sales come through supermarket…
                                                                                                    • …however, diversity in retailers supporting the category is evident
                                                                                                      • Sales of sugar and sweeteners, by channel
                                                                                                        • Figure 23: U.S. retail sales of sugar and sweeteners, by channel, 2009 and 2010
                                                                                                    • Retail Channels—Supermarkets

                                                                                                      • Key points
                                                                                                        • Supermarket sales stable
                                                                                                          • Embrace additional shelf space opportunities
                                                                                                            • Supermarket sales of sugar and sweeteners
                                                                                                              • Figure 24: U.S. supermarket sales of sugar and sweeteners, at current prices, 2005-10
                                                                                                          • Retail Channels—Supercenters and Warehouse Clubs

                                                                                                            • Key points
                                                                                                              • Buying in bulk popular among penny pinchers
                                                                                                                • Use packaging to promote added savings
                                                                                                                  • Supercenters and warehouse clubs channel sales of sugar and sweeteners
                                                                                                                    • Figure 25: U.S. supercenters and warehouse clubs channel sales of sugar and sweeteners, at current prices, 2005-10
                                                                                                                • Retail Channels—Other

                                                                                                                  • Key points
                                                                                                                    • Sugar and sweeteners available at a wide range of retailers
                                                                                                                      • Other channel sales of sugar and sweeteners
                                                                                                                        • Figure 26: U.S. other channel sales of sugar and sweeteners, at current prices, 2005-10
                                                                                                                    • Leading Companies

                                                                                                                        • Key points
                                                                                                                          • Small manufacturers and private label dominate market
                                                                                                                            • Potential exists for growth through product consolidation
                                                                                                                              • Manufacturer sales of sugar and sweeteners
                                                                                                                                • Figure 27: Select manufacturer FDMx sales of sugar and sweeteners, 2009 and 2010
                                                                                                                            • Brand Share—Sugar

                                                                                                                              • Key points
                                                                                                                                • Leading brands lose sales and share to private label
                                                                                                                                  • Florida Crystals’ success reveals trend shifts
                                                                                                                                    • Manufacturer and brand sales of sugar
                                                                                                                                      • Figure 28: Selected brand FDMx sales and market share of sugar, 2009 and 2010
                                                                                                                                  • Brand Share—Syrups

                                                                                                                                    • Key points
                                                                                                                                      • Widespread declines for syrups
                                                                                                                                        • Producers slow to embrace market trends
                                                                                                                                          • Manufacturer and brand sales of syrups
                                                                                                                                            • Figure 29: Selected brand FDMx sales and market share of syrups, 2009 and 2010
                                                                                                                                        • Brand Share—Sugar Substitutes

                                                                                                                                          • Key points
                                                                                                                                            • Stevia—The market Cinderella story
                                                                                                                                              • Leading low-calorie sweeteners losing favor
                                                                                                                                                • Manufacturer and brand sales of sugar substitutes
                                                                                                                                                  • Figure 30: Selected brand FDMx sales and market share of sugar substitutes, 2009 and 2010
                                                                                                                                              • Brand Share—Molasses and Honey

                                                                                                                                                • Key points
                                                                                                                                                  • Private label dominates
                                                                                                                                                    • Manufacturer and brand sales of honey and molasses
                                                                                                                                                      • Figure 31: Selected brand sales and market share of honey and molasses at FDMx, 2009 and 2010
                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                    • New product trends
                                                                                                                                                      • Figure 32: New sugar and sweetener product launches, 2005-10*
                                                                                                                                                      • Figure 33: Sugar and sweetener new product claims, 2005-10*
                                                                                                                                                    • New product examples
                                                                                                                                                      • Environmental impact
                                                                                                                                                        • Combination products
                                                                                                                                                          • Natural sweeteners
                                                                                                                                                            • Packaging for a variety of purposes
                                                                                                                                                              • Added nutrition and flavor
                                                                                                                                                                • Partnering with CPG
                                                                                                                                                                  • Private label
                                                                                                                                                                  • Brands and Marketing Strategy

                                                                                                                                                                    • Overview of the brand landscape
                                                                                                                                                                      • Brand analysis—Truvia
                                                                                                                                                                        • Figure 34: Brand analysis of Truvia, 2010
                                                                                                                                                                      • Truvia online
                                                                                                                                                                        • Truvia television advertising
                                                                                                                                                                          • Figure 35: Truvia, television ad, 2010
                                                                                                                                                                          • Figure 36: Truvia, television ad, 2010
                                                                                                                                                                        • Brand analysis—In The Raw
                                                                                                                                                                          • Figure 37: Brand analysis of In The Raw, 2010
                                                                                                                                                                        • In the Raw in print
                                                                                                                                                                          • Brand analysis—Splenda
                                                                                                                                                                            • Figure 38: Brand analysis of Splenda, 2010
                                                                                                                                                                          • Splenda online
                                                                                                                                                                            • Splenda television
                                                                                                                                                                              • Figure 39: Splenda, television ad, 2010
                                                                                                                                                                              • Figure 40: Splenda with Fiber, television ad, 2010
                                                                                                                                                                            • Splenda print
                                                                                                                                                                              • Brand analysis—Sun Crystals
                                                                                                                                                                                • Figure 41: Brand analysis of Sun Crystals, 2010
                                                                                                                                                                              • Sun Crystals television
                                                                                                                                                                                • Figure 42: Sun Crystals with Fiber, television ad, 2010
                                                                                                                                                                              • Sun Crystals print
                                                                                                                                                                                • Additional online initiatives
                                                                                                                                                                                  • The Sugar Association
                                                                                                                                                                                    • Domino Sugar
                                                                                                                                                                                      • TV presence
                                                                                                                                                                                        • Ideal
                                                                                                                                                                                          • Figure 43: Ideal, television ad, 2010
                                                                                                                                                                                      • Sugar and Sweetener Usage

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Sweetener use
                                                                                                                                                                                            • Figure 44: Types of sweeteners used, by gender, August/September 2010
                                                                                                                                                                                            • Figure 45: Types of sweeteners used, by age, August/September 2010
                                                                                                                                                                                          • Sweetening food and drinks versus use in baking
                                                                                                                                                                                            • Figure 46: Types of sweeteners used when added to food/drink vs. used for baking, August/September 2010
                                                                                                                                                                                            • Figure 47: Types of sweeteners added to food/drinks, by age, August/September 2010
                                                                                                                                                                                            • Figure 48: Sweeteners used in baking, by age, August/September 2010
                                                                                                                                                                                        • Frequency of Sweetener Use

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Low-calorie sweeteners used most frequently
                                                                                                                                                                                              • Figure 49: Frequency of using sweeteners, by type of sweetener, August/September 2010
                                                                                                                                                                                            • Among heaviest sweetener users, older users trade sugar for sweeteners
                                                                                                                                                                                              • Figure 50: Use of sweeteners several times a day, by age, August/September 2010
                                                                                                                                                                                            • Among daily users—women use a wider range of products daily
                                                                                                                                                                                              • Figure 51: Use of sweeteners about once a day, by gender, August/September 2010
                                                                                                                                                                                            • Less frequent users—highest income earners show lowest frequency
                                                                                                                                                                                              • Figure 52: Use of sweeteners less than once a day, by household income, August/September 2010
                                                                                                                                                                                          • Location of Use

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Home sweet home
                                                                                                                                                                                                • Figure 53: Sweetener location of use, by type of sweetener, August/September 2010
                                                                                                                                                                                              • Use at home
                                                                                                                                                                                                • Figure 54: Types of sweetener used—use at home, by age, August/September 2010
                                                                                                                                                                                              • Bring from home to use at work, restaurants, or some other place
                                                                                                                                                                                                • Figure 55: Types of sweetener used—bring from home to use at work, restaurants, or some other place, by age, August/September 2010
                                                                                                                                                                                              • Use at restaurants/coffee shops when they are supplied by restaurant
                                                                                                                                                                                                • Figure 56: Types of sweetener used—use at restaurants/coffee shops when they are supplied, by age, August/September 2010
                                                                                                                                                                                            • Change in Usage Habits

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Stevia has most significant increase in use
                                                                                                                                                                                                  • Figure 57: Change in usage habits, by type of sweetener, August/September 2010
                                                                                                                                                                                                • Sugar usage
                                                                                                                                                                                                  • Figure 58: Change in sugar usage habits, by age, August/September 2010
                                                                                                                                                                                                • Honey, molasses or syrup
                                                                                                                                                                                                  • Figure 59: Change in honey, molasses or syrup usage habits, by age, August/September 2010
                                                                                                                                                                                                  • Figure 60: Change in honey, molasses or syrup usage habits, by household income, August/September 2010
                                                                                                                                                                                                • Agave
                                                                                                                                                                                                  • Figure 61: Change in agave usage habits, by gender, age and HH income, August/September 2010
                                                                                                                                                                                                • Low-calorie sweeteners
                                                                                                                                                                                                  • Figure 62: Change in low-calorie sweetener usage habits, by household income, August/September 2010
                                                                                                                                                                                                • Stevia
                                                                                                                                                                                                  • Figure 63: Change in stevia usage habits, by gender and age, August/September 2010
                                                                                                                                                                                              • Choosing a Sweetener

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Sweetener selection criteria
                                                                                                                                                                                                    • Figure 64: Sweetener selection criteria, by gender, August/September 2010
                                                                                                                                                                                                    • Figure 65: Sweetener selection criteria, by age, August/September 2010
                                                                                                                                                                                                  • Interest in sweeteners
                                                                                                                                                                                                    • Figure 66: Interest in various new types of sweeteners, by gender, August-September, 2010
                                                                                                                                                                                                    • Figure 67: Interest in sweeteners, by age, August-September, 2010
                                                                                                                                                                                                  • Organic interest
                                                                                                                                                                                                    • Figure 68: Organic sweetener purchase, by gender, August/September 2010
                                                                                                                                                                                                    • Figure 69: Organic sweetener purchase, by age, August/September 2010
                                                                                                                                                                                                • The Health of Sweeteners

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Respondents are sweet on honey for health
                                                                                                                                                                                                      • Figure 70: Health rating of sweeteners, August/September 2010
                                                                                                                                                                                                      • Figure 71: Average health rating of sweeteners, by gender, August/September 2010
                                                                                                                                                                                                      • Figure 72: Average health rating of sweeteners, by age, August/September 2010
                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                      • Add to food/drinks
                                                                                                                                                                                                        • Figure 73: Types of sweeteners added to food/drinks, by race/Hispanic origin, August/September 2010
                                                                                                                                                                                                      • Use in baking
                                                                                                                                                                                                        • Figure 74: Sweeteners used in baking, by race/Hispanic origin, August/September 2010
                                                                                                                                                                                                      • Heaviest users mostly found among Hispanics
                                                                                                                                                                                                        • Figure 75: Use of sweeteners several times a day, by race/Hispanic origin, August/September 2010
                                                                                                                                                                                                      • Selection criteria
                                                                                                                                                                                                        • Figure 76: Sweetener selection criteria, by race/Hispanic origin, August/September 2010
                                                                                                                                                                                                      • Interest in new types of sweeteners
                                                                                                                                                                                                        • Figure 77: Interest in new types of sweeteners, by race/Hispanic origin, August-September, 2010
                                                                                                                                                                                                      • Health ratings
                                                                                                                                                                                                        • Figure 78: Health rating of sweeteners, by race/Hispanic origin, August/September 2010
                                                                                                                                                                                                    • Custom Consumer Groups—Presence of Children

                                                                                                                                                                                                      • Use in baking
                                                                                                                                                                                                          • Figure 79: Sweeteners used in baking, by number of children in the household, August/September 2010
                                                                                                                                                                                                        • Several times a day (or several food/drinks a day)
                                                                                                                                                                                                          • Figure 80: Use of sweeteners several times a day, by presence and number of children in the household, August/September 2010
                                                                                                                                                                                                        • Using more sweeteners than a year ago
                                                                                                                                                                                                          • Figure 81: Change in usage habits—using more than a year ago, by presence and number of children in the household, August/September 2010
                                                                                                                                                                                                        • Interest in new types of sweeteners
                                                                                                                                                                                                            • Figure 82: Interest in new types of sweeteners, by presence and number of children in the household, August-September, 2010
                                                                                                                                                                                                        • SymphonyIRI Group Builders Panel—Key Household Purchase Measures

                                                                                                                                                                                                            • Overview of sugar
                                                                                                                                                                                                              • White granulated sugar
                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 83: Brand map, selected brands of white granulated sugar buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 84: Key purchase measures for the top brands of white granulated sugar, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                    • Brown/powdered/flavored sugar
                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 85: Brand map, selected brands of brown/powdered/flavored sugar buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 86: Key purchase measures for the top brands of brown/powdered/flavored sugar, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                          • Sugar substitutes
                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 87: Brand map, selected brands of sugar substitutes buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 88: Key purchase measures for the top brands of sugar substitutes, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                              • Appendix—SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                  • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • ACH Food Companies Inc.
                                                                                                                                                                                                                                    • American Crystal Sugar Company
                                                                                                                                                                                                                                    • American Diabetes Association
                                                                                                                                                                                                                                    • American Medical Association (AMA)
                                                                                                                                                                                                                                    • American Obesity Association
                                                                                                                                                                                                                                    • American Sugar Alliance (ASA)
                                                                                                                                                                                                                                    • B&G Foods Inc.
                                                                                                                                                                                                                                    • Cargill Incorporated
                                                                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                    • Coffee Kids
                                                                                                                                                                                                                                    • CoolBrands International Inc.
                                                                                                                                                                                                                                    • Cumberland Packing Corp.
                                                                                                                                                                                                                                    • CVS Caremark Corporation
                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                    • Flickr
                                                                                                                                                                                                                                    • Florida Crystals Corporation
                                                                                                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                                                                                                    • Foursquare
                                                                                                                                                                                                                                    • Frito-Lay, Inc
                                                                                                                                                                                                                                    • Gatorade
                                                                                                                                                                                                                                    • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                    • Hansen Natural Corporation
                                                                                                                                                                                                                                    • Institute of Medicine
                                                                                                                                                                                                                                    • International Monetary Fund
                                                                                                                                                                                                                                    • Johnson & Johnson
                                                                                                                                                                                                                                    • Kellogg Company
                                                                                                                                                                                                                                    • Kraft Foods Inc.
                                                                                                                                                                                                                                    • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                                    • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                                    • Merisant
                                                                                                                                                                                                                                    • National Honey Board
                                                                                                                                                                                                                                    • NutraSweet Company, The
                                                                                                                                                                                                                                    • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                    • Odwalla Inc.
                                                                                                                                                                                                                                    • Pepsi-Cola North America
                                                                                                                                                                                                                                    • PepsiCo Inc
                                                                                                                                                                                                                                    • Pinnacle Foods Group Inc.
                                                                                                                                                                                                                                    • Quaker
                                                                                                                                                                                                                                    • Republic of Tea Inc., The
                                                                                                                                                                                                                                    • Sioux Honey Association
                                                                                                                                                                                                                                    • Specialty Brands Of America, Inc
                                                                                                                                                                                                                                    • Starbucks Corporation
                                                                                                                                                                                                                                    • Sugar Association (The)
                                                                                                                                                                                                                                    • Sweetener Users Association (SUA)
                                                                                                                                                                                                                                    • Target Corporation
                                                                                                                                                                                                                                    • The J. M. Smucker Company
                                                                                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                                                                                    • Time Inc.
                                                                                                                                                                                                                                    • Trader Joe's Company Inc
                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                    • Tyson Foods Inc.
                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                                    • U.S. Department of Agriculture
                                                                                                                                                                                                                                    • Unilever USA
                                                                                                                                                                                                                                    • US Department of Commerce
                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                    Sugar and Sweeteners - US - December 2010

                                                                                                                                                                                                                                    US $3,995.00 (Excl.Tax)