US Sugars and Alternative Sweeteners Market Report 2022

This report provides comprehensive and current information and analysis of the sugars and alternative sweeteners market including sugars and alternative sweeteners market size, anticipated market forecast, relevant market segmentation, and industry trends for the sugars and alternative sweeteners market in the US.

Current market landscape

As consumers retreat from cooking, baking and drinking at home, a subsequent drop in sales of sugar and alternative sweeteners occurred in 2021. Consumers continue to adapt to shifting circumstances, with inflation the current hurdle. Inflation is estimated to keep sales above pre-pandemic levels at the close of 2022. Consumers, however, may alter their shopping habits to mitigate rising prices. While some products in the market are pantry staples, others may need to prove their place in tightened budgets through versatile applications and uncompromised taste.

Market share and key industry trends

• Consumers are mindful of consumption in their own ways
  86% of consumers report that they pay attention to their sugar consumption. Younger men are most likely to report maximum consumption, while those 55+ are most likely to underindex; Millennials are most likely to report over consumption.
• Familiarity meets occasions and provides permissibility
  Consumers turn to familiar sweeteners to meet their needs most frequently- 49% have used white granulated sugar, 46% honey; 35% brown sugar; 28% maple syrup in the last month.
• Guidance is needed to address questions and build trust
  Based on the success of honey and maple syrup, which are both perceived as being natural sweeteners, brands have an opportunity to use messaging to solidify the perception of other sweeteners as natural, including agave syrup (which 29% of respondents perceive as natural), palm/coconut sugar (29%) and date syrup (23%).

Future trends in sugars and alternative sweeteners market share

The slight growth forecasted for the market in the next five years can be attributed to price increases rather than increased consumption. Honey, however, continues to climb and is expected to post growth regardless of inflation, as its naturalness, accessibility and versatility resonates for consumers.

An ongoing challenge to the market is concern around sugar consumption. Opinions and attitudes regarding sugars and sweeteners are varied, molded by messaging from sources ranging from media to medical professionals. Consumers need guidance to help sift through the messaging and determine which products are the best choices to meet their needs and applications, with an underlying messaging of consumption in moderation. Brands can use their voice to ease uncertainties, especially for less familiar household sweeteners that have positives to highlight.

Read on to discover more about the sugars and alternative sweeteners consumer market, read our US Trending Flavors and Ingredients in Desserts and Confections Market Report 2022, or take a look at our other Food research reports.

Quickly understand the alternative sweeteners market

• Consumer perceptions of sugar intake.
• Sugar tracking behaviors and motivations.
• Types of sugar and sweeteners used.
• Usage applications of sugar and sweeteners.
• Attitudes towards sugar and sweeteners.
• Concerns regarding added sugar in packaged products.

Covered in this sugars market report

Brands include: American Sugar Refining, Heartland Food Products, Cumberland Packing Corporation, Conagra Brands, PepsiCo, Cargill Inc, B&G Foods, Nature Nate’s Honey Company, Louis Dreyfus Company, Associated British Foods, Domino, C&H, Florida Crystals, Mrs. Butterworth’s, Log Cabin, Country Kutchen, Pearl Milling Company, Aunt Jemima, Maple Grove, Grandma’s, Spring Tree, Cary’s, Karo, Splenda, Truvia, Sweet’N Low, Stevia in the Raw, Agave in the Raw, Local Hive, Rice’s Lucky Clover Honey, John Paton, Golden Blossom, Silver Blossom, Pure ‘N Simple, Busy Bee, Sue Bee, Aunt Sue’s, Gunter, Kelley, Fischer’s, Burleson’s, Jamie’s Hive to Table, Target’s Good and Gather, Whole Foods, HEB Select, Runamok, Kraft Heinz, Mike’s Extra Hot Honey, Bushwick Kitchen, Just Date, PurDate, Sprouts Farmer’s Market, The Single Origin Food Co, Rx Sugar, Meluka, Clif Family.

Expert analysis from a specialist in the field

This report, written by Kelsey Olsen, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis on sugars market research to highlight current trends and add expert context to the numbers.

In a market that has faced volatility, consumers are searching for a sense of certainty when choosing sugar and sweetener products that best fit their needs. As consumers continue to navigate messaging surrounding sugar consumption, brands face the challenge of proving the positives. However, there is opportunity to help consumers feel informed and in control when making their sugar and sweeteners choices.

Kelsey Olsen
Food and Drink Analyst