Description

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
Kelsey Olsen
Food and Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Total US sales and fan chart forecast of sugar and alternative sweeteners market, at current prices, 2017-27
                  • Figure 2: Category outlook for sugar and alternative sweeteners, 2022-27
                • Opportunities and challenges
                  • Capitalize on the control that at home sweetening brings
                    • Figure 3: food and drink shopping behaviors, by age, 2022
                  • Natural and familiar translate to permissible
                    • Figure 4: Attitudes towards specific sugar and sweeteners, 2022
                  • Address consumer questions to create trust
                    • Figure 5: General attitudes towards sweeteners, by parental status, NET – Agree, 2022
                  • Help consumers find sweeteners to meet the occasion
                    • Figure 6: Usage applications by type of sweetener, 2022
                  • Bring value when rising prices are undeniable
                    • Figure 7: US raw sugar price, duty fee paid, New York, monthly, quarterly, and by calendar year, since 2000
                  • Key consumer insights
                    • Consumers are mindful of consumption in their own ways
                      • Familiarity meets occasions and provides permissibility
                        • Guidance is needed to address questions and build trust
                        • Market Size and Forecast

                          • Rising prices expected to be the means to growth
                            • Figure 8: Total US sales and fan chart forecast of sugar and alternative sweeteners market, at current prices, 2017-27
                            • Figure 9: Total US retail sales and forecast of sugar and alternative sweeteners, at current prices, 2017-27
                        • Segment Performance

                          • Take a page from honey’s book
                            • Figure 10: Sales by segment, 2022
                            • Figure 11: Total US retail sales and forecast of sugar and alternative sweeteners, by segment, at current prices, 2017-27
                          • Gain retailer loyalty through variety and value
                            • Figure 12: Total US retail sales of sugar and alternative sweeteners, by channel, at current prices, 2017-22
                        • Market Factors

                          • Pressure from pandemic, conflict, and possible recession
                            • Figure 13: US raw sugar price, duty fee paid, New York, monthly, quarterly, and by calendar year, since 2000
                          • Motivations to control sugar consumption
                            • Figure 14: Google search interest over time, “Continuous glucose monitor”, 2017-22
                          • FDA’s new definition of “healthy” further pressures added sugars
                            • A push for transparency in labelling of alternative sweeteners
                              • Supply and demand may stretch honey
                                • Figure 15: Total US honey production in pounds, 2000-21
                              • Larger players proposing changes, citing benefits to consumers
                              • Market Share/Key Players

                                • Value of private label will continue to resonate
                                  • Figure 16: Multi-outlet sales of sugar and alternative sweeteners, by leading companies, rolling 52 weeks 2021 and 2022
                                • Private label sugar stocks the pantry
                                  • Figure 17: Multi-outlet sales of sugar, by leading companies and brands, rolling 52 weeks 2021 and 2022
                                • Syrups and molasses in flux
                                  • Figure 18: Multi-outlet sales of syrup and molasses, by leading companies and brands, rolling 52 weeks 2021 and 2022
                                • Sugar substitutes subject to innovation and messaging
                                  • Figure 19: Multi-outlet sales of sugar substitutes, by leading companies and brands, rolling 52 weeks 2021 and 2022
                                • Honey spreads out its sweet success
                                  • Figure 20: Multi-outlet sales of honey, by leading companies and brands, rolling 52 weeks 2021 and 2022
                              • Competitive Strategies and Market Opportunities

                                • Sustainability can be simple
                                  • Figure 21: Sustainable sweetener products, 2022
                                • Premium private brands are sweet
                                  • Figure 22: Premium private label products, 2022
                                • Appeal to younger audiences with old and new
                                  • Figure 23: Trendy sweetener uses and products, 2022
                                • Inspire away from home and on the go usage
                                  • Figure 24: Instagram posts inspiring on the go sweetener use, 2022
                                • Sweet, savory, and spicy oh my!
                                  • Figure 25: Savory and spicy honey products, 2022
                                • A date with syrups and sugar
                                  • Figure 26: Date syrup and sugar products
                                • Inclusive sweeteners and sugars
                                  • Figure 27: Inclusive sweetener products, 2022
                                • Better for you and better for planet honey
                                  • Figure 28: Better for you and sustainable honey, 2022
                              • The Sugar and Sweetener Consumer – Fast Facts

                                • Provide a sense of control to the usage experience
                                  • Ease uncertainties to create permissibility
                                    • Inspire applications that encourage versatility
                                    • Perception of Sugar Intake

                                      • Consumers are sweet on mindfulness
                                        • Figure 29: Consumption habits of sugar, 2022
                                      • Give permission to indulge, within limits
                                        • Figure 30: Consumption habits of sugar, by age, 2022
                                    • Sugar Consumption Tracking Behavior

                                      • It’s more than just the numbers
                                        • Figure 31: Consumption tracking behaviors, 2022
                                      • Different sources of information track
                                        • Figure 32: Consumption tracking behaviors, by age, 2022
                                      • Backgrounds and biases translate to behavior
                                        • Figure 33: Consumption tracking behaviors, by race, 2022
                                    • Consumption Tracking Motivations

                                      • Meet personalized needs and interests with sense of control
                                        • Figure 34: Consumption tracking motivations, 2022
                                      • Life stage and circumstance are key in forming sugar concerns
                                        • Figure 35: Consumption tracking motivations, key demographics, 2022
                                      • Address wellness needs with age specific messaging
                                        • Figure 36: Consumption tracking motivations, by age, 2022
                                    • Types of Sugar and Sweeteners Used

                                      • Find the versatility and natural sweet spot
                                        • Figure 37: Types of sweeteners used, 2022
                                      • A natural identity will stick for younger consumers
                                        • Figure 38: Types of sweeteners used, by age, 2022
                                      • Bring variety to the maximizers
                                        • Figure 39: Consumer perceptions of their sugar intake, by repertoire of sweeteners, 2022
                                    • Usage Applications

                                      • Take inspiration from routine applications in at-home beverages
                                        • Figure 40: Usage applications of sugar, 2022
                                      • Appeal to younger consumers with ease
                                        • Figure 41: Usage applications of sugar, by age, 2022
                                      • Neutrality is opportunity for niche sweeteners
                                        • Figure 42: Usage applications of sugar, by types of sweeteners used, 2022
                                    • Sugar and Alternative Sweetener Shopping Behavior

                                      • Offer personalized guidance to consumers to meet needs
                                        • Figure 43: Food and drink shopping behaviors, 2022
                                      • Tailor on pack messaging designs to different ages
                                        • Figure 44: Food and drink shopping behaviors, by age, 2022
                                      • Low-sugar users are an opportunity
                                        • Figure 45: Food and drink shopping behaviors, perceived sugar intake, 2022
                                    • General Attitudes towards Sugar and Sweeteners

                                      • Knowledge is power
                                        • Figure 46: General attitudes towards sweeteners, NET – Agree, 2022
                                      • Leave the guesswork out, especially for the parents
                                        • Figure 47: General attitudes towards sweeteners, by parental status, NET – Agree, 2022
                                      • Help middle aged consumers feel “in the driver’s seat”
                                        • Figure 48: General health attitudes towards sweeteners, by age, NET – Agree, 2022
                                    • Perceptions of Specific Sugar and Sweeteners

                                      • Messaging around moderation is key
                                        • Figure 49: Attitudes towards specific sugar and sweeteners, 2022
                                      • Sweeten natural claims by building familiarity
                                        • Figure 50: Acceptability of specific sugar and sweeteners in food and drinks, 2022
                                      • Appropriate applications can meet different standards
                                        • Figure 51: Correspondence analysis – Symmetrical map – Perceptions of sugars and sweeteners, 2022
                                    • Concerns Regarding Added Sweeteners in Food and Drink Products

                                      • Give consumers a sense of control with at home applications
                                        • Figure 52: Added sugar concerns in different food and drink products, 2022
                                      • Take comfort in no concern
                                        • Figure 53: Sweetener concern by category, by sugar consumption, 2022
                                    • Appendix – Data Sources and Abbreviations

                                      • Data sources
                                        • Sales data
                                          • Forecast
                                            • Consumer survey data
                                              • Abbreviations and terms
                                                • Abbreviations
                                                  • Terms
                                                  • Appendix – The Market

                                                      • Figure 54: Total US retail sales and forecast of sugar and alternative sweeteners, at inflation-adjusted prices, 2017-27
                                                      • Figure 55: Total US retail sales and forecast of sugar, at inflation-adjusted prices, 2017-27
                                                      • Figure 56: Total US retail sales and forecast of syrup and molasses, at inflation-adjusted prices, 2017-27
                                                      • Figure 57: Total US retail sales and forecast of sugar substitutes, at inflation-adjusted prices, 2017-27
                                                      • Figure 58: Total US retail sales and forecast of honey, at inflation-adjusted prices, 2017-27
                                                  • Appendix – The Consumer

                                                    • Correspondence analysis
                                                      • Methodology
                                                          • Figure 59: Perceptions of select types of sugars and sweeteners, 2022

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