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Sugar and Sweeteners - US - September 2013

“Fears about the safety of some sweeteners continue to plague the sugar substitute segment, suggesting that synthetic sweetener brands still have more to do to settle concerns about potential negative side effects. Ads that transparently chronicle the origins of these products, their ingredients, and how they are produced may help diminish the aura of concern that sometimes surrounds them.”

– John N. Frank, Category Manager, Food & Drink Reports

This report will address the following areas:

  • Can sweetener brands assuage consumer fears about product safety?
  • Will consumers go for sweeteners with added health benefits?
  • Would flavored sugar/sugar substitutes take hold in the market?

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Table of contents

  1. Scope and Themes

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

                      • A flatlining market due to declining sugar prices
                        • Figure 1: Total U.S. sales and forecast of sugar and sweeteners, at current prices, 2008-18
                      • Obesity and other sugar-linked health conditions negatively impact the market
                        • Demographics play into sales
                          • Sugar dominates among four segments
                            • Diverse national brand companies cannot keep pace with private label
                              • The consumer
                                • Household penetration of sugar twice that of substitutes
                                  • Figure 2: Household usage of sugar, pancake and table syrups, and sugar substitutes/artificial sweeteners, January 2012-March 2013
                                • Most use low-/no-calorie artificial sweeteners for concerns about weight
                                  • Figure 3: Reasons for using low-/no-calorie sugar substitutes, by gender, July 2013
                                • A third of respondents are interested in all-natural products
                                  • Figure 4: Interest in sweetener products, by age, July 2013
                                • A quarter do not use sweeteners because food/drinks already contain enough
                                  • Figure 5: Reasons for not adding sweeteners to food/dinks or using them in cooking/baking, July 2013
                                • What we think
                                • Issues and Insights

                                    • Can sweetener brands assuage consumer fears about product safety?
                                      • Issues
                                        • Insight: Face the issues head-on
                                          • Will consumers go for sweeteners with added health benefits?
                                            • Issues
                                              • Insight: Sweeteners as supplements
                                                • Would flavored sugar/sugar substitutes take hold in the market?
                                                  • Issues
                                                    • Insight: Replicating the café experience for home users
                                                    • Trend Applications

                                                        • Trend: The Real Thing
                                                          • Trend: Prove It
                                                            • Mintel Futures: Old Gold
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Market growth slows in 2012 and 2013
                                                                  • Sales and forecast of sugar and sweeteners
                                                                    • Figure 6: Total U.S. sales and forecast of sugar and sweeteners, at current prices, 2008-18
                                                                    • Figure 7: Total U.S. sales and forecast of sugar and sweeteners, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast
                                                                      • Figure 8: Total U.S. sales and fan chart forecast of sugar and sweeteners, at current prices, 2008-18
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Sugar commodity economics
                                                                        • Figure 9: Sugar commodity monthly price – U.S. cents per pound, July 2012-July 2013
                                                                        • Figure 10: Sugar retail monthly price – U.S. cents per pound, July 2012-July 2013
                                                                      • Health considerations may limit usage
                                                                        • Figure 11: Types of pancake and table syrups used in household, by age, January 2012-March 2013
                                                                      • Obesity rate
                                                                        • Households with kids more likely to use sugar and sweeteners
                                                                          • Figure 12: Usage of sugar and sweeteners in food/drink, by presence of children in household, July 2013
                                                                        • Seniors least likely to use sugar, very likely to use substitutes
                                                                          • Figure 13: Household usage of sugar, pancake and table syrups, and sugar substitutes/artificial sweeteners, by age, January 2012-March 2013
                                                                        • Blacks, Asians report highest use of sugar
                                                                          • Figure 14: Household usage of sugar, pancake and table syrups, and sugar substitutes/artificial sweeteners, by race/Hispanic origin, January 2012-March 2013
                                                                      • Competitive Context

                                                                        • Presweetened tea and coffee drinks eliminate need for added sweeteners
                                                                          • Sweet spreads and nut spreads used for a range of eating occasions
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Market depends heavily on sugar sales
                                                                                • Sales of sugar and sweeteners, by segment
                                                                                  • Figure 15: Sales of sugar and sweeteners, segmented by type, 2011 and 2013
                                                                              • Segment Performance – Sugar

                                                                                • Key points
                                                                                  • Sugar sales remains a staple pantry item
                                                                                    • Sales and forecast of sugar
                                                                                      • Figure 16: Total U.S. sales and forecast of sugar, at current prices, 2008-18
                                                                                  • Segment Performance – Syrups and Molasses

                                                                                    • Key points
                                                                                      • Brands widen the scope for maple syrup uses
                                                                                        • Sales and forecast of syrups and molasses
                                                                                          • Figure 17: Total U.S. sales and forecast of syrups and molasses, at current prices, 2008-18
                                                                                      • Segment Performance – Sugar Substitutes

                                                                                        • Key points
                                                                                          • As consumer tastes shift to natural substitutes, sales lag slightly
                                                                                            • Sales and forecast of sugar substitutes
                                                                                              • Figure 18: Total U.S. sales and forecast of sugar substitutes, at current prices, 2008-18
                                                                                          • Segment Performance – Honey

                                                                                            • Key points
                                                                                              • Honey represents a growth opportunity
                                                                                                • Sales and forecast of honey
                                                                                                  • Figure 19: Total U.S. sales and forecast of honey, at current prices, 2008-18
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Supermarkets edge out other channels
                                                                                                    • Sales of sugar and sweeteners, by channel
                                                                                                      • Figure 20: U.S. retail sales of sugar and sweeteners, by channel, 2011 and 2013
                                                                                                    • Supermarket sales slip in 2012 and 2013
                                                                                                      • Figure 21: U.S. supermarket sales of sugar and sweeteners, 2008-13
                                                                                                    • Other channels
                                                                                                      • Figure 22: U.S. other channel sales of sugar and sweeteners, 2008-13
                                                                                                  • Retail Channels – Natural Supermarkets

                                                                                                    • Key points
                                                                                                      • Honey remains the sweet spot for natural retailers
                                                                                                        • Sales of sugar and sweeteners in the natural channel
                                                                                                          • Figure 23: Natural supermarket sales of sugar and sweeteners, at current prices, 2011-13*
                                                                                                          • Figure 24: Natural supermarket sales of sugar and sweeteners at inflation-adjusted prices, 2011-13*
                                                                                                        • Natural channel sales of sugar and sweeteners by segment.
                                                                                                          • Figure 25: Natural supermarket sales of sugar and sweeteners, by segment, 2011 and 2013*
                                                                                                        • Brands of note
                                                                                                          • Natural channel sales of sugar and sweeteners by organic
                                                                                                            • Figure 26: Natural supermarket sales of sugar and sweeteners, by organic, 2011 and 2013*
                                                                                                          • Natural channel sales of granulated cane sugar by fair-trade
                                                                                                            • Figure 27: Natural supermarket sales of granulated cane sugar, by fair-trade, 2011 and 2013*
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • National brand companies hold small share compared to private label
                                                                                                              • Domino gains 1.8% while top competitor J&J declines 8.4%
                                                                                                                • Other players individually account for less than 5% of the market
                                                                                                                  • Manufacturer sales of sugar and sweeteners
                                                                                                                    • Figure 28: MULO manufacturer sales of sugar and sweeteners, 2012-13
                                                                                                                • Brand Share – Sugar

                                                                                                                  • Key points
                                                                                                                    • Private label accounts for nearly 60% of the segment
                                                                                                                      • Domino and C&H register similar gains but comprise small share
                                                                                                                        • Manufacturer sales of sugar
                                                                                                                          • Figure 29: MULO brand sales of sugar, 2012-13
                                                                                                                      • Brand Share – Syrup and Molasses

                                                                                                                        • Key points
                                                                                                                          • Aunt Jemima far outsells all other brands
                                                                                                                            • Mrs. Butterworth’s Original sold only at H-E-B
                                                                                                                              • Karo is the only leading syrup made with corn
                                                                                                                                • Hungry Jack innovates with microwaveable “stay-cool” handle
                                                                                                                                  • Maple Grove Farms is the lone real maple syrup among top brands
                                                                                                                                    • Private label comprises 29% share
                                                                                                                                      • Manufacturer sales of syrup and molasses
                                                                                                                                        • Figure 30: MULO brand sales of syrup and molasses, 2012-13
                                                                                                                                    • Brand Share – Sugar Substitutes

                                                                                                                                      • Key points
                                                                                                                                        • Splenda outsells other MULO brands by a large margin
                                                                                                                                          • Truvia sales growth attests to demand for natural substitutes
                                                                                                                                            • Sweet’N Low drops as Stevia Extract In The Raw gains
                                                                                                                                              • Equal declines 6.7%
                                                                                                                                                • Manufacturer sales of sugar substitutes
                                                                                                                                                  • Figure 31: MULO brand sales of sugar substitutes, 2012-13
                                                                                                                                              • Brand Share – Honey

                                                                                                                                                • Key points
                                                                                                                                                  • Private label has the biggest footprint in the honey segment
                                                                                                                                                    • Sue Bee spurs 16.5% growth for Sioux Honey Association
                                                                                                                                                      • Other honey brands individually comprise small share
                                                                                                                                                        • Manufacturer sales of honey
                                                                                                                                                          • Figure 32: MULO brand sales of honey, 2012-13
                                                                                                                                                      • Innovations and Innovators

                                                                                                                                                        • All-natural and low-calorie products rank high among respondents
                                                                                                                                                          • Figure 33: Trends in sugar product claims, 2009-13
                                                                                                                                                        • All-natural popular among sweetener users
                                                                                                                                                          • Blends offer the best of both worlds
                                                                                                                                                            • Green positioning attracts eco-conscious sweetener users
                                                                                                                                                            • Marketing Strategies

                                                                                                                                                              • Overview of the brand landscape
                                                                                                                                                                • Trend: Sugar substitute brands highlight natural halo
                                                                                                                                                                  • Trend: Syrup brands leverage presence in pancake mix market
                                                                                                                                                                    • Trend: Social media expands the presence of sweetener brands
                                                                                                                                                                      • Mrs. Butterworth’s
                                                                                                                                                                        • Domino
                                                                                                                                                                          • C&H
                                                                                                                                                                            • Splenda
                                                                                                                                                                              • Sue Bee
                                                                                                                                                                                • TV presence
                                                                                                                                                                                  • Splenda
                                                                                                                                                                                    • Figure 34: Splenda television ad, 2013
                                                                                                                                                                                  • Splenda Nectresse
                                                                                                                                                                                    • Figure 35: Splenda Nectresse television ad, 2013
                                                                                                                                                                                  • Sweet’N Low
                                                                                                                                                                                    • Figure 36: Sweet’N Low television ad, 2013
                                                                                                                                                                                  • Truvia
                                                                                                                                                                                    • Figure 37: Truvia television ad, 2013
                                                                                                                                                                                • Social Media – Sugar and Sweeteners

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Key social media metrics
                                                                                                                                                                                      • Figure 38: Key brand metrics, sugar and sweeteners, August 2013
                                                                                                                                                                                    • Market overview
                                                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                                                        • Figure 39: Usage and awareness of selected sugar and/or sweetener brands, July 2013
                                                                                                                                                                                      • Interaction with brands
                                                                                                                                                                                        • Figure 40: Interaction with selected sugar and/or sweetener brands, July 2013
                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                        • Figure 41: Online conversations on selected sugar and sweetener brands, by day Aug. 2, 2012-Aug. 1, 2013
                                                                                                                                                                                      • Where are people talking about sugar and sweetener brands?
                                                                                                                                                                                        • Figure 42: Online conversations on selected sugar and sweetener brands, by page type, Aug. 2, 2012-Aug. 1, 2013
                                                                                                                                                                                      • What are people talking about?
                                                                                                                                                                                        • Figure 43: Types of conversations around selected sugar and sweetener brands, Aug. 2, 2012-Aug. 1, 2013
                                                                                                                                                                                        • Figure 44: Types of conversations around selected sugar and sweetener brands, by day, Aug. 2, 2012-Aug. 1, 2013
                                                                                                                                                                                      • Brand analysis
                                                                                                                                                                                        • Splenda
                                                                                                                                                                                          • Figure 45: Splenda key social media indicators, Aug. 2013
                                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Aunt Jemima
                                                                                                                                                                                              • Figure 46: Aunt Jemima key social media indicators, August 2013
                                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                                              • What we think
                                                                                                                                                                                                • Truvia
                                                                                                                                                                                                  • Figure 47: Truvia key social media indicators, August 2013
                                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                    • Mrs. Butterworth’s
                                                                                                                                                                                                      • Figure 48: Mrs. Butterworth’s key social media indicators, August 2013
                                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                        • Domino
                                                                                                                                                                                                          • Figure 49: Domino key social media indicators, August 2013
                                                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                            • Florida Crystals
                                                                                                                                                                                                              • Figure 50: Florida Crystals key social media indicators, August 2013
                                                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                              • Sugar and Sweetener Usage

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Sweetener use is nearly universal
                                                                                                                                                                                                                    • Figure 51: Usage of sugar and sweeteners, July 2013
                                                                                                                                                                                                                  • Seniors report least usage of sugar and sweeteners in food/drink
                                                                                                                                                                                                                    • Figure 52: Usage of sugar and sweeteners in food/drink, by age, July 2013
                                                                                                                                                                                                                  • Women most apt to use sugar and honey in cooking/baking
                                                                                                                                                                                                                    • Figure 53: Usage of sugar and sweeteners in baking/cooking, by gender, July 2013
                                                                                                                                                                                                                  • 18-24 most apt to use natural and synthetic substitutes in baking/cooking
                                                                                                                                                                                                                    • Figure 54: Usage of sugar and sweeteners in baking/cooking, by age, July 2013
                                                                                                                                                                                                                • Usage of Sugar and Sweeteners Compared to a Year Ago

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • More than a third are using more stevia than they were a year ago
                                                                                                                                                                                                                      • Figure 55: Usage of sugar and sweeteners compared to a year ago, July 2013
                                                                                                                                                                                                                  • Usage of Sugar and Sweeteners Away from Home

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • More than a quarter use low-/no-calorie substitutes away from home
                                                                                                                                                                                                                          • Figure 56: Usage of sugar and sweeteners away from home, by gender, July 2013
                                                                                                                                                                                                                        • 55+ most likely to report bringing no sugar/sweeteners from home
                                                                                                                                                                                                                          • Figure 57: Usage of sugar and sweeteners away from home, by age, July 2013
                                                                                                                                                                                                                        • Households with children most apt to bring sugar/sweeteners from home
                                                                                                                                                                                                                          • Figure 58: Usage of sugar and sweeteners away from home, by presence of children, July 2013
                                                                                                                                                                                                                      • Reasons for Using Low-/no-calorie Sugar Substitutes

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Calorie and weight concerns drive use of low-/no-calorie sugar substitutes
                                                                                                                                                                                                                            • Figure 59: Reasons for using low-/no-calorie sugar substitutes , by gender, July 2013
                                                                                                                                                                                                                          • 55+ most concerned about calories
                                                                                                                                                                                                                            • Figure 60: Reasons for using low-/no-calorie sugar substitutes, by age, July 2013
                                                                                                                                                                                                                          • Least affluent most likely to want to avoid HFCS
                                                                                                                                                                                                                            • Figure 61: Reasons for using low-/no-calorie sugar substitutes , by household income, July 2013
                                                                                                                                                                                                                        • Interest in Sweetener Products

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Nearly a third report interest in all-natural sugar substitutes
                                                                                                                                                                                                                                • Figure 62: Interest in sweetener products, by age, July 2013
                                                                                                                                                                                                                              • Households with kids report most interest in a range of sweetener products
                                                                                                                                                                                                                                • Figure 63: Interest in sweetener products, by presence of children in household, July 2013
                                                                                                                                                                                                                            • Reasons for Not Using Sugar and Sweeteners

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • A quarter do not use sweeteners because food/drinks already have enough
                                                                                                                                                                                                                                  • Figure 64: Reasons for not adding sweeteners to food/dinks or using them in cooking/baking, July 2013
                                                                                                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Blacks report most likelihood to use sugar in food and drink
                                                                                                                                                                                                                                    • Figure 65: Usage of sugar and sweeteners in food/drink, by race/Hispanic origin, July 2013
                                                                                                                                                                                                                                  • Blacks and Hispanics most likely to use sugar and honey away from home
                                                                                                                                                                                                                                    • Figure 66: Usage of sugar and sweeteners away from home, by race/Hispanic origin, July 2013
                                                                                                                                                                                                                                  • Hispanics report using substitutes for a range of reasons
                                                                                                                                                                                                                                    • Figure 67: Reasons for using low-/no-calorie sugar substitutes , by race/Hispanic origin, July 2013
                                                                                                                                                                                                                                  • Blacks, Hispanics most interested vitamin/mineral-enriched sweeteners
                                                                                                                                                                                                                                    • Figure 68: Interest in sweetener products, by race/Hispanic origin, July 2013
                                                                                                                                                                                                                                • Key Household Purchase Measures – Information Resources Inc. Builders Panel Data

                                                                                                                                                                                                                                    • Overview of sugar
                                                                                                                                                                                                                                      • White granulated sugar
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures – white granulated sugar
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 69: Brand map, selected brands of white granulated sugar buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 70: Key purchase measures for the top brands of white granulated sugar, by household penetration, 2012*
                                                                                                                                                                                                                                            • Brown/flavored/powdered sugar
                                                                                                                                                                                                                                              • Consumer insights on key purchase measures – brown/flavored/powdered sugar
                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                  • Figure 71: Brand map, selected brands of brown/flavored/powdered sugar buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 72: Key purchase measures for the top brands of brown/flavored/powdered sugar, by household penetration, 2012*
                                                                                                                                                                                                                                                  • Sugar substitutes
                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures – sugar substitutes
                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                        • Figure 73: Brand map, selected brands of sugar substitutes buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 74: Key purchase measures for the top brands of sugar substitutes, by household penetration, 2012*
                                                                                                                                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                                                                                                                                        • Consumer confidence
                                                                                                                                                                                                                                                          • Figure 75: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                                        • Unemployment
                                                                                                                                                                                                                                                          • Figure 76: U.S. Unemployment Rate, by month, 2002-13
                                                                                                                                                                                                                                                          • Figure 77: U.S. unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                                                                          • Figure 78: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                                                        • Food cost pressures
                                                                                                                                                                                                                                                          • Figure 79: Changes in USDA Food Price Indexes, 2011-14
                                                                                                                                                                                                                                                        • Obesity
                                                                                                                                                                                                                                                          • Figure 80: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
                                                                                                                                                                                                                                                        • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                                                                            • Figure 81: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                          • Shifting U.S. demographics
                                                                                                                                                                                                                                                            • Figure 82: U.S. population, by age, 2008-18
                                                                                                                                                                                                                                                            • Figure 83: U.S. households, by presence of own children, 2002-12
                                                                                                                                                                                                                                                          • Racial, ethnic population growth
                                                                                                                                                                                                                                                              • Figure 84: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                              • Figure 85: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                          • Appendix – Social Media – Sugar and Sweeteners

                                                                                                                                                                                                                                                            • Brand usage or awareness
                                                                                                                                                                                                                                                              • Figure 86: Brand usage or awareness, July 2013
                                                                                                                                                                                                                                                              • Figure 87: Domino sugar usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                              • Figure 88: Florida crystals usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                              • Figure 89: Truvia usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                              • Figure 90: Aunt Jemima usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                              • Figure 91: Mrs. Butterworth’s usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                              • Figure 92: Splenda usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                            • Activities done
                                                                                                                                                                                                                                                              • Figure 93: Activities done, July 2013, July 2013
                                                                                                                                                                                                                                                              • Figure 94: Domino Sugar – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                              • Figure 95: Truvia – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                              • Figure 96: Aunt Jemima – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                              • Figure 97: Mrs. Butterworth’s – Activities Done, by demographics, July 2013
                                                                                                                                                                                                                                                              • Figure 98: Splenda – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                            • Online conversations
                                                                                                                                                                                                                                                              • Figure 99: Online conversations on selected sugar and sweetener brands, by day Aug. 2, 2012-Aug. 1, 2013
                                                                                                                                                                                                                                                              • Figure 100: Online conversations on selected sugar and sweetener brands, by page type, Aug. 2, 2012-Aug. 1, 2013
                                                                                                                                                                                                                                                              • Figure 101: Types of conversations around selected sugar and sweetener brands, Aug. 2, 2012-Aug. 1, 2013
                                                                                                                                                                                                                                                              • Figure 102: Types of conversations around selected sugar and sweetener brands, by day, Aug. 2, 2012-Aug. 1, 2013
                                                                                                                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                            • Sugar and sweetener usage
                                                                                                                                                                                                                                                              • Figure 103: Usage of sugar and sweeteners in food/drink, by gender, July 2013
                                                                                                                                                                                                                                                              • Figure 104: Usage of sugar and sweeteners in food/drink, by household income, July 2013
                                                                                                                                                                                                                                                              • Figure 105: Usage of sugar and sweeteners in baking/cooking, by household income, July 2013
                                                                                                                                                                                                                                                              • Figure 106: Usage of sugar and sweeteners in food/drink, by household size, July 2013
                                                                                                                                                                                                                                                              • Figure 107: Usage of sugar and sweeteners in baking/cooking, by race, July 2013
                                                                                                                                                                                                                                                            • Use of sugar and sweeteners compared to a year ago
                                                                                                                                                                                                                                                              • Figure 108: Usage of sugar and sweeteners compared to a year ago, by more/same amount, by gender, July 2013
                                                                                                                                                                                                                                                            • Use of sugar/sweeteners away from home
                                                                                                                                                                                                                                                              • Figure 109: Usage of sugar and sweeteners away from home, by household income, July 2013
                                                                                                                                                                                                                                                            • Interest in sweetener products
                                                                                                                                                                                                                                                              • Figure 110: Interest in sweetener products, by gender, July 2013
                                                                                                                                                                                                                                                              • Figure 111: Interest in sweetener products, by household income, July 2013
                                                                                                                                                                                                                                                            • Brands used
                                                                                                                                                                                                                                                              • Figure 112: Brands of sugar used in household, January 2012-March 2013
                                                                                                                                                                                                                                                              • Figure 113: Brands of pancake and table syrups used in household, January 2012-March 2013
                                                                                                                                                                                                                                                              • Figure 114: Brands of sugar substitutes/artificial sweeteners used in household, January 2012-March 2013
                                                                                                                                                                                                                                                          • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                                                              • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                • Cargill Incorporated
                                                                                                                                                                                                                                                                • Cumberland Packing Corp.
                                                                                                                                                                                                                                                                • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                                • Imperial Sugar Company
                                                                                                                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                                                                                                                • PepsiCo Inc
                                                                                                                                                                                                                                                                • Pinnacle Foods Group Inc.
                                                                                                                                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                                                                                                                                Sugar and Sweeteners - US - September 2013

                                                                                                                                                                                                                                                                US $3,995.00 (Excl.Tax)