The nature of public health has long kept sugar in focus as a consumer concern, even as the scene continues to evolve: between “ultra-processed foods” entering as a term and GLP-1 drugs as prescription solutions, consumers’ relationship with food is complicated. However, their relationship with sweets still carves space for them in the diet: 39% would never completely cut them out, even if 57% have taken steps to change their intake over the last six months.
Consumers’ tendency to mix and match sweeteners indicates a self-directed adaptability that is best empowered by brand communications. Their quest for balance on their own terms calls for help from brands with clear nutrition information and descriptors that assume no common knowledge.
This report looks at the following areas:
- External factors impacting the sugars/alternative sweeteners market
- Sugars/alternative sweeteners market size and forecast
- Company and brand activity
- Sugar/sweetener use and experience
- Sugar/sweetener purchase priorities
- Changes to sugar/sweetener intake
- Behaviors, opinions and attitudes toward sugars/sweeteners
Wellness is a constant undercurrent, but so is the emotional value of treats. Effective brand communication is the missing link for consumers to balance both.
Adriana Chychula, Analyst – Food, Drink & Nutrition
Market Definitions
This Report builds on the tabletop sweetener analysis presented in Mintel’s Sugar and Alternative Sweeteners – US, 2022.
For the purposes of this Report, Mintel has used the following definitions for tabletop sweeteners:
Sugar (white granulated, brown, and powdered)
Table syrup and molasses
Sugar substitutes, such as Splenda, Sweet’N Low, Equal, Truvia, etc
Honey
The following categories are excluded from this Report:
Chocolate and other dessert syrups.
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Executive Summary
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Elevated experiences: just add sugar
- Help consumers help themselves
- Clear descriptors are nonnegotiable
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Market Dynamics
- Market context
- Annual inflation sits at 2.9% as of July, the lowest it has been since March 2021
- Graph 1: headline CPI and shelter CPI, 2021-24
- Market drivers
- Sugar to remain in check as public health evolves
- Ultra-processing attention puts heat on brands
- GLP-1's to be a backdrop
- Brands to adapt to TRUTH in Labeling Act
- Global supply chain complexities may see more pricing volatility
- Market size and forecast
- Solid total market growth moving forward
- Retail sales and forecast of sugars and sweeteners
- Retail sales and forecast of sugars and alternative sweeteners
- Market segmentation
- Varied segment performance reflects consumer preferences
- Retail sales of sugars and sweeteners, by segment
- Graph 2: total retail sales and forecast of sugars and alternative sweeteners, by segment, at current prices, 2019-29
- Retail sales of sugars and sweeteners, by segment
- Market share/brand share
- Strong competition between players of all types
- Sales of sugar and alternative sweeteners, by company
- Sugar's single-party leaderboard competing with private label, smaller brands
- Sales of sugar, by company
- Major syrup and molasses players slip
- Sales of syrup and molasses, by company
- Agave in the Raw, Monk Fruit in the Raw signal new era of substitutes
- Sales of sugar substitutes, by company
- Larger honey brands hold their own
- Sales of honey, by company
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Consumer Insights
- Consumer fast facts
- Sugar/sweetener use
- Richer flavor profiles, "natural" associations rise in ranks
- Graph 3: sugar/sweetener use, 2024
- Graph 4: sugar/sweetener use, 2022-24
- Few stick to one sweetener type
- Younger generations dissolving white sugar's dominance
- Graph 5: sugar/sweetener use, by generation, 2024
- Sugar/sweetener use and experience
- Highest lapsed use among first-gen replacements
- Graph 6: sweetener experience and interest, 2024
- Approachable names unify generations
- Graph 7: sweetener experience and interest, by generation, 2024
- Sugar/sweetener purchase priorities
- Seamless solutions are the goal
- Graph 8: sugar/sweetener purchase priorities, 2024
- Millennials value origin
- Graph 9: sugar/sweetener purchase priorities, by generation, 2024
- Consumers making changes place higher value on production
- Graph 10: sugar/sweetener purchase priorities, by changes to sugar/sweetener intake, 2024
- Changes to sugar/sweetener intake
- Sugar's a sensitive subject
- Who is changing their sugar/sweetener intake?
- Consumers will just have less before switching sweeteners
- Graph 11: changes to sugar/sweetener intake, 2024
- Younger generations more likely to switch to low cal sweeteners
- Graph 12: changes to sugar/sweetener intake, by generation, 2024
- Consumers demonstrate luxury of choice
- Graph 13: changes to sugar/sweetener intake, by financial health, 2024
- Behaviors and opinions toward sugars/sweeteners
- "Sweets" are a protected food group
- Graph 14: behaviors and opinions toward sugars/sweeteners, 2024
- Younger men contributing to evolving norms
- Graph 15: behaviors and opinions toward sugars/sweeteners, by generation and gender, 2024
- Parents more sensitive to dieting influences
- Graph 16: behaviors and opinions toward sugars/sweeteners, by parental status, 2024
- Attitudes toward sugars/sweeteners
- Some things are cut and dry; others need nuance
- Graph 17: attitudes toward sugars/sweeteners, 2024
- Some similarities in generational beliefs, but differences toward media
- Graph 18: attitudes toward sugars/sweeteners, by generation, 2024
- Give consumers a clear picture
- Graph 19: attitudes toward sugars/sweeteners, by repertoire of sugars/sweeteners used, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- Just-elevated innovation is even sweeter
- Highlight sourcing
- Disruptors adding new products to market mix
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Appendix
- Market definition
- Market size methodology
- Consumer research questions
- Consumer research methodology
- Sugar/sweetener use, by repertoire of sugar/sweetener use, 2024
- Repertoire of sweetener use, by generation
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Sales and forecast of sugars and alternative sweeteners, at inflation-adjusted prices
- Sales and forecast of sugar, at inflation-adjusted prices
- Sales and forecast of syrup and molasses, at inflation-adjusted prices
- Sales and forecast of sugar substitutes, at inflation-adjusted prices
- Sales and forecast of honey, at inflation-adjusted prices
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