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US Sugar and Alternative Sweeteners market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Sugar and Alternative Sweeteners market, its consumers and the major players who make up that market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

For the purposes of this report, Mintel has used the following definitions for tabletop sweeteners:

  • Sugar substitutes, such as Splenda, Sweet’N Low, Equal, Truvia
  • Sugar (white granulated, brown, and powdered)
  • Table syrup and molasses
  • Honey

Chocolate and other dessert syrups excluded from this report.

Key points included

  • Sales declines continue
  • Long-term health initiatives driving reduction
  • Motivating younger consumers
  • Connecting with nature
  • A majority of consumers are limiting sugar/sweetener consumption

Expert analysis from a specialist in the field

Written by William Roberts, Jr, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Sales of sugar and alternative sweeteners continue to fall, as consumers continue to limit their usage and are turning to other, less-sweet options, if not foods/drinks that are sufficiently flavored as-is. Sales in the honey segment are one category bright spot. Honey brands are benefiting as well as leveraging a connection to nature. Artificial sweeteners continue to suffer the same plight of other man-made ingredients and foods, the perception of processed. William Roberts, Jr
Senior Food & Drink Analyst

What you get

What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sales declines continue
            • Figure 1: Total US sales and fan chart forecast of sugar and alternative sweeteners, at current prices, 2013-23
          • A majority of consumers are limiting sugar/sweetener consumption
            • Figure 2: Consumers limiting/avoiding sugar and sweeteners, September 2018
          • Long-term health initiatives driving reduction
            • Figure 3: Reasons for limiting sugar, September 2018
          • The opportunities
            • Motivating younger consumers
              • Figure 4: Dental/aesthetic reasons for limiting sugar, by age, September 2018
            • Connecting with nature
              • What it means
              • The Market – What You Need to Know

                • Sugar/sweetener market continues decline
                  • Honey leveraging natural appeal
                    • To health and back
                    • Market Size and Forecast

                      • Sweetener sales decline intensifies
                        • Figure 5: Total US sales and fan chart forecast of sugar and alternative sweeteners, at current prices, 2013-23
                        • Figure 6: Total US sales and forecast of sugar and alternative sweeteners, at current prices, 2013-23
                    • Market Breakdown

                      • Honey gains as other segments falter
                        • Figure 7: Segment market share of sugar and sweeteners, 2018 (est)
                        • Figure 8: Total US retail sales and forecast of sugar and alternative sweeteners, by segment, at current prices, 2013-23
                    • Market Factors

                      • Health strongly impacting consumers
                        • Figure 9: Weight management status, July 2017
                      • Sweet sensation without taxation
                        • Figure 10: Impact of tax on sweetened beverage consumption, by age, September 2018
                      • Diabetes, prediabetes numbers rise
                      • Key Players – What You Need to Know

                        • Store brands lean in to local appeal
                          • Natural appeal of honey
                            • Other sweetener segments face challenges
                              • GMO-free potential
                              • Company and Brand Sales of Sugar and Alternative Sweeteners

                                • Private label maintains dominant market share
                                  • Sales of sugar and sweeteners by company
                                    • Figure 11: Sales of sugar and sweeteners, by company, 2017 and 2018
                                • What’s Working?

                                  • Honey brands push environmental, natural appeal
                                    • Figure 12: US honey introductions, by claim, 2017-18
                                    • Figure 13: Nature Nate’s Honey introductions, 2018
                                • What’s Struggling?

                                  • Sugary backlash felt by sweeteners at large
                                      • Figure 14: Usage trend – Cooking from scratch, September 2018
                                  • What’s Next?

                                    • Free-from from private label
                                      • Figure 15: US introductions of sugar and sweeteners, by private label versus branded, 2014-18
                                      • Figure 16: Sugar and sweetener launches in the US, private label versus branded, by free-from claims, 2017-18
                                  • The Consumer – What You Need to Know

                                    • Sugar still popular, but honey’s gaining traction with younger consumers
                                      • Alternative sweeteners poised for growth
                                        • Road to health could detour sugar
                                          • Natural appeal getting sticky
                                            • Packaged food and drinks bear the brunt of sugar revolt
                                            • Sweeteners Used

                                              • Sugar leads sweeteners used
                                                • Figure 17: Sweeteners used, September 2018
                                              • Sweetener applications could use refresh
                                                • Figure 18: Sweeteners used, by usage of sweeteners, September 2018
                                              • Honey’s popularity strong among younger consumers
                                                • Figure 19: Sweeteners used, by age, September 2018
                                              • Honey notably more popular among Hispanic consumers
                                                • Figure 20: Sweeteners used, by Hispanic origin, September 2018
                                            • Sweetener Usage Trend

                                              • Consumers limiting sweetener use
                                                • Figure 21: Sweetener usage trend, September 2018
                                              • Younger consumers taking a real approach
                                                • Figure 22: Sweetener usage trend – more, by age, September 2018
                                              • Hispanic interest in limiting sugar
                                                • Figure 23: Sweetener usage trend, by Hispanic origin, September 2018
                                            • Reasons for Limiting Sugar

                                              • Cutting sugar regarded as a means of improving health
                                                • Figure 24: Reasons for limiting sugar, September 2018
                                              • Health concerns impacting younger consumers
                                                • Figure 25: Reasons for limiting sugar, by age, September 2018
                                              • Healthy reasoning
                                                • Figure 26: Health and sweeteners, September 2018
                                            • Sugar Substitutes

                                              • Honey significantly most popular alternative to sugar
                                                • Figure 27: Sugar substitutes, September 2018
                                                • Figure 28: Opinions of artificial versus natural sweeteners, September 2018
                                            • Sweeteners in Packaged Food/Drink

                                              • Sweetened beverages lead the list of concerns
                                                • Figure 29: Sweetener concern by category, September 2018
                                              • Consumer uncertainty about sweeteners
                                                • Figure 30: Labeling of sugar/sweeteners in packaged food/drink, September 2018
                                              • Fathers more willing to consider artificial sweeteners
                                                • Figure 31: Opinions of artificial sweeteners, by gender and presence of children, September 2018
                                            • Appendix – Data Sources and Abbreviations

                                              • Data sources
                                                • Sales data
                                                  • Fan chart forecast
                                                    • Consumer survey data
                                                      • Abbreviations and terms
                                                        • Abbreviations
                                                        • Appendix – The Market

                                                            • Figure 32: Total US sales and forecast of sugar and alternative sweeteners, at inflation-adjusted prices, 2013-23
                                                            • Figure 33: Total US retail sales and forecast of sugar and alternative sweeteners, by segment, at current prices, 2013-23
                                                            • Figure 34: Total US retail sales of sugar and alternative sweeteners, by segment, at current prices, 2016 and 2018
                                                            • Figure 35: Total US retail sales and forecast of sugar, at current prices, 2013-23
                                                            • Figure 36: Total US retail sales and forecast of sugar, at inflation-adjusted prices, 2013-23
                                                            • Figure 37: Total US retail sales and forecast of syrup and molasses, at current prices, 2013-23
                                                            • Figure 38: Total US retail sales and forecast of syrup and molasses, at inflation-adjusted prices, 2013-23
                                                            • Figure 39: Total US retail sales and forecast of sugar substitutes, at current prices, 2013-23
                                                            • Figure 40: Total US retail sales and forecast of sugar substitutes, at inflation-adjusted prices, 2013-23
                                                            • Figure 41: Total US retail sales and forecast of honey, at current prices, 2013-23
                                                            • Figure 42: Total US retail sales and forecast of honey, at inflation-adjusted prices, 2013-23
                                                            • Figure 43: Total US retail sales of sugar and alternative sweeteners, by channel, at current prices, 2013-18
                                                            • Figure 44: Total US retail sales of sugar and alternative sweeteners, by channel, at current prices, 2016 and 2018
                                                            • Figure 45: US supermarket sales of sugar and alternative sweeteners, at current prices, 2013-18
                                                            • Figure 46: US sales of sugar and alternative sweeteners through other retail channels, at current prices, 2013-18
                                                        • Appendix – Key Players

                                                            • Figure 47: Multi-outlet sales of sugar, by leading companies and brands, rolling 52 weeks 2017-18
                                                            • Figure 48: Multi-outlet sales of syrup and molasses, by leading companies and brands, rolling 52 weeks 2017-18
                                                            • Figure 49: Multi-outlet sales of sugar substitutes, by leading companies and brands, rolling 52 weeks 2017-18
                                                            • Figure 50: Multi-outlet sales of honey, by leading companies and brands, rolling 52 weeks 2017-18