Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Growth has been steady
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- Figure 1: Total U.S. retail sales of sugar and sweeteners, at current prices, 2007-12
- Sugar remains the leading segment
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- Figure 2: Total U.S. retail sales of sugar and sweeteners in millions by segment, 2012
- Growth will continue through 2017
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- Figure 3: Fan chart forecast of sugar and sweeteners, at current prices, 2007-17
- Market factors
- Commodity projections are favorable
- Demographics show a shift in the consumer
- Obesity must be factored in
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- Figure 4: Dieting, by gender, October 2010-November 2011
- The consumer
- Splenda is the most popular sugar substitute
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- Figure 5: Top five sugar substitutes/artificial sweetener brands used plus store brand, October 2010-November 2011
- Stevia usage is growing
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- Figure 6: Shifts in sweetener usage in last year, used more, by age, April 2012
- Flavor matters more than anything
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- Figure 7: Sugar/sweetener characteristics of importance, by gender, April 2012
- What we think
Issues in the Market
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- How will high obesity rates affect retail sugar sales?
- How will aging Baby Boomers affect the sugar and sweetener market?
- What can traditional retailers learn from the natural channel?
- Which sweetener segment could most benefit from sampling tours?
- In what areas might consumers be interested in further new product development?
Insights and Opportunities
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- Packaging makes perfect
- Help consumers overcome taste perceptions of sugar substitutes
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- Figure 8: Sugar/sweetener characteristics of importance, by gender, April 2012
- Figure 9: Attitudes toward sugar and sweeteners, by gender, April 2012
- Taglines and jingles can help brands differentiate
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- Figure 10: White granulated sugar, by race/Hispanic origin, October 2010-November 2011
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- Figure 11: White granulated sugar usage, by race/Hispanic origin, October 2010-November 2011
Trend Applications
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- Trend: Help Me Help Myself
- Trend: The Real Thing
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Market continues steady growth
- Sales and forecast of sugar and sweeteners
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- Figure 12: Total U.S. retail sales and forecast of sugar and sweeteners, at current prices, 2007-17
- Figure 13: Total U.S. retail sales and forecast of sugar and sweeteners, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 14: Fan chart forecast of sugar and sweeteners, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Sugar commodity economics
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- Figure 15: Sugar monthly price—U.S. cents per pound, July 2011-July 2012
- Demographics
- Young adults use the most sugar
- Kids are the great influencer
- Blacks and Hispanics stand out in their own ways
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- Figure 16: Population, by race and Hispanic origin, 2006-16
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- Figure 17: Households with children, by race and Hispanic origin of householder, 2010
- Obesity epidemic
- The U.S. stands out for heftiness
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- Figure 18: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2006
- Figure 19: Attitudinal questions, by gender, October 2010-November 2011
- Race plays a role in obesity
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- Figure 20: Overweight and obesity rates for adults, by race/ethnicity, 2010
Competitive Context
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- Manufacturers could partner with other industries
- Sweetened tea cuts into sugar substitute usage
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- Figure 21: Household usage of instant iced tea mixes by type, April 2008-June 2009; October 2010-November 2011
- Jam, jelly take away from syrup and honey
Segment Performance
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- Key points
- Sugar and honey are thriving segments
- Sales of sugar and sweeteners, by segment
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- Figure 22: Total U.S. retail sales of sugar and sweeteners, by segment, 2010-12
Segment Performance—Sugar
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- Key points
- Sugar maintains its strong appeal
- Sales and forecast of sugar
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- Figure 23: Total U.S. retail sales and forecast of sugar, at current prices, 2007-17
Segment Performance—Syrups and Molasses
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- Key points
- Syrup, molasses performed better in the down economy
- Sales and forecast of syrup and molasses
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- Figure 24: Total U.S. retail sales and forecast of syrup and molasses, at current prices, 2007-17
Segment Performance—Sugar Substitutes
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- Key points
- Sugar substitutes have challenges to overcome
- Sales and forecast of sugar substitutes
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- Figure 25: Total U.S. retail sales and forecast of sugar substitutes, at current prices, 2007-17
Segment Performance—Honey
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- Key points
- Honey drips with promotional power
- Sales and forecast of honey
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- Figure 26: Total U.S. retail sales and forecast of honey, at current prices, 2007-17
Retail Channels
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- Key points
- Sales are evenly divided between supermarkets and others
- Sales of sugar and sweeteners, by channel
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- Figure 27: Total U.S. retail sales of sugar and sweeteners, by channel, at current prices, 2010-12
Retail Channels—Supermarkets
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- Key points
- Supermarkets see sugar, sweetener sales rise
- Supermarket sales of sugar and sweeteners
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- Figure 28: U.S. supermarket sales of sugar and sweeteners, at current prices, 2007-12
Retail Channels—Other
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- Key points
- Other retailers look to carry unique products
- Other sales of sugar and sweeteners
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- Figure 29: Other sales of sugar and sweeteners, at current prices, 2007-12
Retail Channels—Natural Supermarkets
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- Key points
- Sugar is a growing business for natural supermarkets
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- Figure 30: Natural supermarket sales of sugar and sweeteners, at current prices, 2009-11*
- Honey is the leading segment
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- Figure 31: Natural supermarket sales of sugar and sweeteners, by segment, 2009 and 2011*
- Brands of note
- Organic sweeteners are giving up share to non-organic
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- Figure 32: Natural supermarket sales of sugar and sweeteners, by organic, 2009 and 2011*
Leading Companies
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- Key points
- Private label continues to dominate
- Manufacturer sales of sugar and sweeteners
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- Figure 33: FDMx sales of sugar and sweeteners by leading companies, 52 weeks, 2011* and 2012*
Brand Share—Sugar
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- Key points
- Private label loses sales to the two major brands
- FDMx sales of sugar by leading companies
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- Figure 34: FDMx sales of sugar by leading companies, 52 weeks, 2011* and 2012**
Brand Share—Syrups and Molasses
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- Key points
- Brands suffer in the down segment
- Private label continues to dominate
- FDMx sales of syrup and molasses by leading companies
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- Figure 35: FDMx sales of syrup and molasses, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Sugar Substitutes
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- Key points
- Innovation boosts brands
- FDMx sales of sugar substitutes by leading companies
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- Figure 36: FDMx sales of sugar substitutes, by leading companies, 52 weeks 2011* and 2012**
Brand Share—Honey
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- Key points
- Private label continues to dominate
- FDMx sales of honey by leading company
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- Figure 37: FDMx sales of honey, by leading companies, 52 weeks 2011* and 2012**
Innovations and Innovators
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- New product launches reveal trends
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- Figure 38: Honey, syrups, sucrose, and artificial sweetener launches by subcategory, 2007-12*
- Kosher leads as the top claim
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- Figure 39: Sugar and sweetener new product claims, 2007-12
- New product examples
- New sweetener sources
- New formulations
- Blended sweeteners
- Environmentally friendly
- Private label expands
Marketing Strategies
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- Overview
- Brand analysis: Mrs. Butterworth’s
- Brand analysis: Splenda/Nectresse
- Brands use Facebook as launching pad to other initiatives
- Domino Sugar
- Truvia
- TV presence
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- Figure 40: Stevia, Save Yourself, television ad, 2011
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- Figure 41: Splenda, Extra Boost, television ad, 2011
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- Figure 42: Sweet’N Low, What Was in That Cup, television ad, 2011
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- Figure 43: Truvia, No Artificiality, television ad, 2011
Sugar and Sweetener Usage
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- Key points
- Sugar still reigns as top sweetener added to food and drinks
- Sugar and honey are top choices for baking and cooking
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- Figure 44: Sugar and sweetener usage, by gender, April 2012
- Young adults show above-average interest in several sweeteners
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- Figure 45: Sugar and sweetener usage, by age, April 2012
- Highest-income earners bake and cook with sugar substitutes
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- Figure 46: Sugar and sweetener usage, by annual household income, April 2012
- White granulated sugar is popular with children in household
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- Figure 47: White granulated sugar usage, by presence of children in household, October 2010-November 2011
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- Figure 48: White granulated sugar usage, by age, October 2010-November 2011
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- Figure 49: White granulated sugar usage, by household income, October 2010-November 2011
- Sugar substitutes used by less than half
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- Figure 50: Sugar substitutes/artificial sweeteners, by age, October 2010-November 2011
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- Figure 51: Sugar substitutes/artificial sweeteners, by presence of children in household, October 2010-November 2011
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- Figure 52: Sugar substitutes/artificial sweeteners, by age, October 2010-November 2011
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- Figure 53: Sugar substitutes/artificial sweeteners, by age, October 2010-November 2011
- Most consumers use pancake and table syrups
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- Figure 54: Pancake and table syrups, by age, October 2010-November 2011
- Figure 55: Pancake and table syrups, by age, October 2010-November 2011
Reasons for Sugar Substitute Usage
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- Key points
- Concern for calories is the leading reason to choose sugar substitutes
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- Figure 56: Reasons for sugar substitute usage, by gender, April 2012
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- Figure 57: Reasons for sugar substitute usage, by age, April 2012
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- Figure 58: Reasons for sugar substitute usage, by household income, April 2012
Frequency of Usage
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- Key points
- Sugar substitutes are used most frequently
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- Figure 59: Frequency of use—Several times a day (or several food/drinks) a day, by gender, age, and annual household income, April 2012
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- Figure 60: Frequency of use—About once a day, by gender, age, and annual household income, April 2012
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- Figure 61: Frequency of use—Less than once a day, by gender, age, and annual household income, April 2012
Where Sugar/Sweeteners are Used
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- Key points
- Home is where sweeteners are most often used
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- Figure 62: Where sugar/sweeteners are used, by age, April 2012
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- Figure 63: Sugar/sweeteners used, brought from home, by age, April 2012
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- Figure 64: Sugar/sweeteners used, supplied by restaurant, by age, April 2012
Shifts in Sugar/Sweetener Usage in Past Year
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- Key points
- Stevia is on a roll
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- Figure 65: Shifts in sugar/sweetener usage in last year, by usage shifts, April 2012
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- Figure 66: Shifts in sweetener usage in last year, used more, by gender, age, and HH income, April 2012
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- Figure 67: Shifts in sweetener usage in last year, used less, by gender, age, and HH income, April 2012
Innovation, Usage, and Interest
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- Key points
- Reduced-calorie combination sweeteners show promise
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- Figure 68: Innovation usage and interest, by usage, April 2012
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- Figure 69: Innovation usage and interest in reduced-calorie combination sweeteners, by gender, age, and HH income, April 2012
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- Figure 70: Interest in reduced-calorie all-natural combination sweeteners, by gender, age, HH income, April 2012
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- Figure 71: Interest in flavored sugar or sugar substitutes, by gender, age, and HH income, April 2012
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- Figure 72: Interest in highly portable sugar or sugar substitutes, by gender, age, and HH income, April 2012
- Figure 73: Interest in sweeteners with added health benefits, by gender, age, and HH income, April 2012
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- Figure 74: Interest in natural semi-sweet sweeteners, by gender, age, and HH income, April 2012
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- Figure 75: Interest in vitamin-enriched sweeteners, by gender, age, and HH income, April 2012
Sugar/Sweetener Characteristics of Importance
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- Key points
- Taste, sweetness, and price are the most important characteristics
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- Figure 76: Sugar/sweetener characteristics of importance, by gender, April 2012
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- Figure 77: Sugar/sweetener characteristics of importance, by age, April 2012
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- Figure 78: Sugar/sweetener characteristics of importance, by household income, April 2012
Attitudes Toward Sweeteners
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- Key points
- Sugar substitutes need image adjustment
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- Figure 79: Attitudes toward sugar and sweeteners, by gender, April 2012
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- Figure 80: Attitudes toward sugar and sweeteners, by age, April 2012
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- Figure 81: Attitudes toward sugar and sweeteners, by household income, April 2012
Race and Hispanic Origin
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- Blacks consume the most white granulated sugar
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- Figure 82: White granulated sugar usage, by race/Hispanic origin, October 2010-November 2011
- Domino is the leading white granulated sugar brand and especially with blacks
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- Figure 83: White granulated sugar usage, by race/Hispanic origin, October 2010-November 2011
- Blacks also consume the most sugar substitutes
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- Figure 84: Sugar substitutes/artificial sweeteners, by race/Hispanic origin, October 2010-November 2011
- Splenda is the most-used sugar substitute brand
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- Figure 85: Sugar substitutes/artificial sweeteners, by race and Hispanic origin, October 2010-November 2011
- Aunt Jemima is the leading syrup brand among all groups
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- Figure 86: Pancake and table syrups, by race/Hispanic origin, October 2010-November 2011
- Whites add sugar to food/drinks while Hispanics go agave
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- Figure 87: Sugar and sweetener usage, by race/Hispanic origin, April 2012
Custom Consumer Groups—Region
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- Sugar substitutes used more by Southerners
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- Figure 88: Sugar substitutes/artificial sweeteners, by region, October 2010-November 2011
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- Figure 89: Sugar substitutes/artificial sweeteners, by region, October 2010-November 2011
- Northeasterners, Midwesterners most likely to add sugar
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- Figure 90: Sugar and sweetener usage, by region, April 2012
- Midwesterners use sugar substitutes to avoid calories
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- Figure 91: Reasons for sugar substitute usage, by region, April 2012
- Westerners are the most into Truvia, a stevia sweetener
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- Figure 92: Sugar substitutes/artificial sweetener brands used, by region, October 2010-November 2011
SymphonyIRI Group Builders Panel Data
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- Overview of sugar
- White granulated sugar
- Consumer insights on key purchase measures—white granulated sugar
- Brand map
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- Figure 93: Brand map, selected brands of white granulated sugar buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 94: Key purchase measures for the top brands of white granulated sugar, by household penetration, 2011*
- Brown/powdered/flavored sugar
- Consumer insights on key purchase measures—brown/powdered/flavored sugar
- Brand map
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- Figure 95: Brand map, selected brands of brown/flavored/powdered sugar buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 96: Key purchase measures for the top brands of brown/flavored/powdered sugar, by household penetration, 2011*
- Sugar substitutes
- Consumer insights on key purchase measures—sugar substitutes
- Brand map
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- Figure 97: Brand map, selected brands of sugar substitutes, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 98: Key purchase measures for the top brands of sugar substitutes, by household penetration, 2011*
Appendix—Other Useful Consumer Tables
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- Characteristics of importance
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- Figure 99: Sugar/sweetener characteristics of importance, April 2012
- Where sweeteners are used
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- Figure 100: Where sugar/sweeteners are used, by type, April 2012
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- Figure 101: White granulated sugar brands used, by age, October 2010-November 2011
- Sweetener brands used
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- Figure 102: Sugar substitutes/artificial sweeteners, by annual household income, October 2010-November 2011
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- Figure 103: Pancake and table syrups, by age, October 2010-November 2011
- U.S. population
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- Figure 104: U.S. population, by age, 2006-16
- Households with children
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- Figure 105: Households by presence of children, 2001-11
Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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