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Sugar and Sweeteners - US - November 2008

SCOPES AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
EXECUTIVE SUMMARY
Sweetener market’s fortunes rest on sugar
Competition from inside and outside the industry
Segment performance
Sales are primarily through supermarkets
Prime drivers of the market are health issues and the effects of an aging population
Top players include Flo-Sun and Johnson & Johnson
A market with little in the way of innovation
Household penetration remains steady but volume usage increases
Using sweeteners in food and beverages
Interest in alternatives to sugar
Baking
INSIGHTS AND OPPORTUNITIES
Key points
Eating habits change with economic downturn
Figure 1: Influence of fuel costs on eating habits, July 2008
“Natural” is a powerful sales tool
Figure 2: Purchase of organic sweeteners, August/September 2008
FAST FORWARD TRENDS
 TREND 1: PURITY
What’s it about?
When is sugar not sugar?
Which syrup is purer: pancake or maple?
What it means
 TREND 2: MORAL BRANDS
What’s it about?
Morality in the sugar industry?
Figure 3: Television ad for Florida Crystals, 2008
“Green” sugar, but with a price
MARKET SIZE AND FORECAST
Key points
A three-part market, with three sets of issues
Figure 4: Total U.S. retail sales of sugar and sugar substitutes, at current prices, 2003-13
Figure 5: Total U.S. retail sales of sugar and sugar substitutes, at inflation-adjusted prices, 2003-13
Wal-Mart sales
COMPETITIVE CONTEXT
Key points
Competition between segments
Personal preferences because of diet or health
Using sweeteners in cooking/baking
Competition beyond sweetener segments
Competition from pre-sweetened or sugar-free food and drink
Figure 6: Types of coffee purchased for home consumption, by age, July 2008
OVERALL SEGMENT PERFORMANCE
Key points
Sales of sugar up 3%
Figure 7: Sales of sugar and sugar substitutes, segmented by type, 2006 and 2008
SEGMENT PERFORMANCE—SUGAR
Key points
Sugar prices stabilize
Figure 8: Sales of sugar, 2003-13
SEGMENT PERFORMANCE—SYRUPS
Key points
Corn syrup prices continue to rise
Figure 9: Sales of syrups, 2003-13
SEGMENT PERFORMANCE—SUGAR SUBSTITUTES
Key points
Splenda’s appearance buoyed market in early years
Figure 10: Sales of sugar substitutes, 2003-13
SEGMENT PERFORMANCE—MOLASSES AND HONEY
Key points
Different sweeteners, different issues
Figure 11: Sales of molasses and honey, 2003-13
RETAIL CHANNELS
Key points
Supermarkets account for almost half of all sugar and sweetener sales
Figure 12: U.S. retail sales of sugar and sweeteners, by retail channel, 2006 and 2008
SUPERMARKETS
Key points
Supermarket sales stable
Figure 13: Supermarket sales of sugar and sweeteners, 2003-08
MARKET DRIVERS
Key points
Overweight and obesity
Figure 14: Percentage of population who are overweight or obese, 2000-07
Figure 15: Interest in specific diet trends (summary of ‘very interested’ and ‘interested’), March 2008
Diabetes and pre-diabetes
Pre-diabetes
Aging population
Figure 16: The U.S. diabetic population, by age, 2005 and 2007
LEADING COMPANIES AND BRAND SHARE
Key points
Top players from sugar and non-sugar segments
Figure 17: Manufacturer sales of sugar and sweeteners in the U.S., 2007 and 2008
BRAND SHARE—SUGAR
Key points
Private label dominates
Figure 18: Manufacturer brand sales of sugar in the U.S., 2007 and 2008
BRAND SHARE—SYRUPS
Key points
Syrup sales increase slightly
Figure 19: Manufacturer brand sales of syrups in the U.S., 2007 and 2008
BRAND SHARE—SUGAR SUBSTITUTES
Key points
Sweetener market remains unchanged
Figure 20: Manufacturer brand sales of sugar substitutes in the U.S., 2007 and 2008
BRAND SHARE—HONEY AND MOLASSES
Key points
More than half of the market is private label
Figure 21: Manufacturer brand sales of molasses and honey in the U.S., 2007 and 2008
BRAND SHARE—BROWN/POWDERED/FLAVORED SUGAR
Key points
Flo-Sun beats out private label… barely
Figure 22: Manufacturer brand sales of brown/powdered/flavored sugar in the U.S., 2007 and 2008
INNOVATION AND INNOVATORS
Key points
New product activity relatively steady from 2003-07
Figure 23: New product launches, sugar and sweeteners, 2003-08 (October 17)
Changing claims
Figure 24: Sugar and sweetener claims, 2003-08*
New developments: tabletop sweeteners vs. sweeteners as ingredients
Cane sugar: tabletop sweetener
Cane sugar as an ingredient
Agave syrup/nectar as a tabletop sweetener
Agave as an ingredient
Stevia as a tabletop sweetener
Stevia as an ingredient
Xylitol as a tabletop sweetener
Xylitol as an ingredient
Emerging trends
ADVERTISING AND PROMOTION
The Sugar Association
McNeil Specialty Products, Inc. (Splenda)
Figure 25: Television ad for Splenda—breakfast, 2007
Figure 26: Television ad for Splenda—fruit punch, 2007
Cumberland Packaging Corp.
Figure 27: Television ad for Sugar in the Raw, 2007
Figure 28: Television ad for Sweet’N Low, 2008
HOUSEHOLD PENETRATION OF SUGAR AND SWEETENERS
Key points
Figure 29: Household usage of white granulated sugar and sugar substitutes, by age, inciome and race/Hispanic origin, February 2007-March 2008
AMOUNT OF SUGAR AND SWEETENERS CONSUMED BY HOUSEHOLDS
Key points
Figure 30: Household consumption (in pounds of sugar, packs of sugar substitutes) of white granulated sugar and sugar substitutes, by age, inciome and race/Hispanic origin, February 2007-March 2008
BRANDS USED BY HOUSEHOLDS
Key points
White granulated sugar
Figure 31: Household usage of white granulated sugar, by brand, February 2007-March 2008
Sugar substitutes
Figure 32: Household usage of sugar substitutes, by brand, February 2007-March 2008
USAGE OF SWEETENERS: IN FOOD AND BEVERAGES
Key points
Figure 33: Usage of sweeteners in food and beverages, by age, August/September 2008
USAGE FREQUENCY
Key points
Figure 34: Usage frequency of specific sweeteners, August/September 2008
SITUATIONS IN WHICH SUGAR SUBSTITUTES ARE USED
Key points
Figure 35: Usage situations for sugar substitutes, by age, August/September 2008
REASONS FOR USING SUGAR SUBSTITUTES
Key points
Figure 36: Reasons for using sugar substitutes, by age, August/September 2008
BRANDED VS. PRIVATE LABEL
Key points
Figure 37: Kinds of sugar products purchased, August/September 2008
INTEREST IN ENHANCED/FUNCTIONAL SWEETENERS
Key points
Figure 38: Interest in types of sweeteners, by age, August/September 2008
USAGE OF ORGANIC SWEETENERS
Key points
Figure 39: Purchase of organic sweeteners, by age, August/September 2008
BAKING HABITS
Key points
Figure 40: Types of baked goods made by respondent in past year, by age, August/September 2008
Figure 41: Types of baked goods made by respondent in past year, by presence of children in household, August/September 2008
USAGE OF SWEETENERS IN BAKING
Key points
Figure 42: Usage of sweeteners in baking, by presence of children in household, August/September 2008
CLUSTER ANALYSIS
Sweet-lowest, Bake-lights
Opportunity
White-sugar Loyalists
Opportunity
Artificial-adopting, Innovative-interested, Active Bakers
Opportunity
Figure 43: Sweet baker clusters, August/September 2008
Figure 44: Sweeteners added to food or drinks, by sweet baker clusters, August/September 2008
Figure 45: Usage of sweeteners in baking, by sweet baker clusters, August/September 2008
Figure 46: Interest in types of sweeteners, by sweet baker clusters, August/September 2008
Figure 47: In the past year, which, if any, of the following types of baked goods have you personally baked?, by sweet baker clusters, August/September 2008
Figure 48: Sweet baker clusters, by gender, August/September 2008
Figure 49: Sweet baker clusters, by age, August/September 2008
Figure 50: Sweet baker clusters, by income, August/September 2008
Figure 51: Sweet baker clusters, by race, August/September 2008
Figure 52: Sweet baker clusters, by Hispanic origin, August/September 2008
CUSTOM CONSUMER GROUPS
Moms bake. Do dads?
Figure 53: Types of baked goods made by respondent in past year, moms and dads, August/September 2008
Figure 54: Usage of sweeteners in baking, moms and dads, August/September 2008
APPENDIX: OTHER USEFUL CONSUMER TABLES
Usage of sweeteners
Figure 55: Usage of sweeteners in food and beverages, by race/Hispanic origin, August/September 2008
Figure 56: Usage of sweeteners in food and beverages, by income, August/September 2008
Interest in enhanced/functional sweeteners
Figure 57: Interest in types of sweeteners, by income, August/September 2008
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF SUGAR PURCHASES
 WHITE GRANULATED SUGAR
Consumer insights on key purchase measures—white granulated sugar
Brand map
Figure 58: Brand map, selected brands of white granulated sugar, by household penetration, 2007 *
Brand leader characteristics
Key purchase measures
Figure 59: Key purchase measures for the top brands of white granulated sugar, by household penetration, 2007*
 BROWN/POWDER/FLAVORED SUGAR
Consumer insights on key purchase measures—Brown/powder/flavored sugar
Brand map
Figure 60: Brand map, selected brands of brown/powder/flavored sugar, by household penetration, 2007*
Brand leader characteristics
Key purchase measures
Figure 61: Key purchase measures for the top brands of brown/powder/flavored sugar, by household penetration, 2007*
 SUGAR SUBSTITUTES
Consumer insights on key purchase measures—Sugar substitutes
Brand map
Figure 62: Brand map, selected brands of sugar substitutes, by household penetration, 2007*
Brand leader characteristics
Key purchase measures
Figure 63: Key purchase measures for the top brands of sugar substitutes, by household penetration, 2007*
APPENDIX: TRADE ASSOCIATIONS

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