This report estimates and analyzes the size, growth rate and composition of the sugar and sweetener market in the United States. Because so much sugar and sweetener is sold for foodservice and industrial use, sales are provided for the retail market for kitchen/tabletop sweeteners as well as the market in its entirety.

1. Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 3rd Edition
Published: September 2011
No. of Pages: 234
Price: $ 3500
The U.S. sweetener market is the largest and most diverse in the world, and Americans
are the heaviest consumer of sweeteners. Dozens of sweetener choices are available at the
retail/consumer level and for food manufacturers, ranging from sugar and its many
variations to controversy-attracting high fructose corn syrup, and from a menu of artificial
sweeteners to new plant-based sweeteners that offer the advantage of being natural
products. In Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 3rd Edition,
Packaged Facts quantifies and analyzes the size and growth of the retail market for
kitchen/tabletop sugar and sweeteners, as well as tracking emerging product and marketing
opportunities. The roll-out of new products containing stevia, as well as accelerated
purchase of new and existing stevia products by consumers, will continue to spur market
growth, while saccharin will continue to lose ground. The market will also see changes in the
organic and less-refined sugar categories, including organic evaporated cane juice.
Browse All: Beverages Market
Scope of Report
The sugar and sweetener market comprises sugar (including refined white sugar, brown
sugar and other powdered, flavored and less-refined sugars); honey, molasses, corn
sweeteners (including high-fructose corn syrup) and other caloric or nutritive sweeteners;
non-caloric sugar substitutes, also called artificial sweeteners or high-intensity sweeteners;
and polyols, also called sugar alcohols, used as sweeteners. The sweetener category also
includes plant-based products relatively new to the sweetener market, including stevia
extracts, which are plant-based, processed sweeteners, agave nectar or syrup and monk
fruit. This report estimates and analyzes the size, growth rate and composition of the sugar
and sweetener market in the United States. Because so much sugar and sweetener is sold
for foodservice and industrial use, sales are provided for the retail market for
kitchen/tabletop sweeteners as well as the market in its entirety.
Report Methodology

2. The information in this report was obtained from both primary and secondary research.
Primary research entailed Packaged Facts surveys of consumers as well as on-site
examinations of supermarkets, drugstores, mass merchandisers, convenience stores,
health/natural foods stores, specialty stores and club stores. Company, distributor and retail
interviews were conducted to obtain information on new products and packaging trends,
marketing programs, distribution methods and technological breakthroughs. Secondary
research entailed data gathering from sources including consumer and industry publications,
newspapers, government reports, financial reports, company literature and corporate
annual reports.
Table Of Contents
Chapter 1: Executive Summary
Scope and Methodology
Report Methodology
Overview
Sweetener Categories
The Arrival of Stevia
Sugar
Annual Per Capita Sugar Use in the United States Holding Steady Since 1985
Honey
Niche Nutritive Sweeteners
Corn Syrup and High-fructose Corn Syrup
The HFCS Controversy
AMA Concludes HFCS No Worse Than Sugar in Obesity Crisis
On the Other Hand…
Public Image of High-fructose Corn Syrup Causes Changes in Ingredients and Advertising
Non-Nutritive Sweeteners
High-Intensity (Artificial) Sweeteners
Stevia Market Surges Forward with FDA GRAS Status
Stevia Product Launches Increase 918% in the North American Market
European Approval of Stevia Expected by the End of 2011
Sugar Alcohols (Polyols)
The Global Sweetener Market
2010 U.S. Retail Sales Reach $3.5 Billion for Sugar and Sweeteners
Table 1-1: U.S. Retail Sales of Sugar and Sweeteners, 2007 and 2010 (in millions of
dollars)
Combined Retail and Wholesale Sugar and Sweeteners Market Valued at $11.7 Billion in
2010
Table 1-2: U.S. Combined Retail and Wholesale Sugar and Sweeteners Market, 2007 and
2010 (in millions of dollars)
Retail Sales of Sugar and Sweeteners at $3.7 Billion in 2011
Table 1-3: U.S. Retail Sales of Sugar and Sweeteners, 2011 (in millions of dollars)
Combined Retail and Wholesale U.S. Sugar and Sweetener Market Projected at $13.0
Billion in 2011
Table 1-4: U.S. Combined Retail and Wholesale Sugar and Sweeteners Market, 2011 (in
millions of dollars)

3. Sugar and Sweetener Retail Sales Projected at $4.6 Billion in 2015
Table 1-5: Projected U.S. Retail Sales of Sugar and Sweeteners, 2007-2015 (in millions of
dollars)
Combined Retail and Wholesale Market Projected at $14.9 Billion in 2015
Table 1-6: Projected U.S. Wholesale and Retail Sales of Sugar and Sweeteners, 2011-2015
(in millions of dollars)
Stevia Blasts Into the Market
plenda Loses Market Share to Stevia Products in Retail Sugar Substitute Market
Table 1-7: Retail Sales of Artificial Sweeteners/Sugar Substitutes and Select Brands in
Food, Drug and Mass-Market Stores, 2006-2010 (in millions of dollars)
Per Capita Consumption of Sugar Up While Consumption of Other Sweeteners Declines
Retail Channel Accounts for Only 13% of Sugar Use by Volume
Table 1-8: U.S. Sugar Distribution by Volume: By Type of User, 2010 (percent)
Grocery Stores are the Most Popular Venue for Sweetener Product Sales
Table 1-9: 2010 Sugar and Sweetener Sales by Retail Channel (percent)
Almost All Raw Stevia is Produced in China or India
Regulatory Policy Overview
United States Sugar Policy
Free Sugar Legislation Introduced in Congress
The Ethanol Factor
Regulatory Framework for Non-Nutritive Sweeteners
New Products and Trends
The Stevia Revolution
Introductions of Food and Beverage Products Containing Stevia Increase from 20 in 2006
to 76 in 2010
New Products and Trends in Non-Nutritive Artificial Sweeteners
“No High-Fructose Corn Syrup” Claim Continues to Increase Along with Increasing Use of
HCFS in Products
The Consumer
Market Driver: Obesity and Overweight
In 2010, 27.6% of American Adults Self-Report as Obese
Market Driver: Diabetes
Market Driver: Ingredient Awareness
Food & Health Survey Finds Concerns About Carbohydrate and Sugar Intake
Packaged Facts Survey of Sugar Substitute Usage by American Households Shows
Sucralose Is the Most Popular Product
Table 1-10: Artificial Sweetener Use in American Households in 2011
Data From Simmons Market Research Shows Sun Crystals and Truvia Take Market Share
from Other Sugar Substitutes/Artificial Sweeteners
Table 1-11: Sugar Substitute/Artificial Sweetener Brands Most Often Purchased by
Households During Six Months Previous to March 2011
Chapter 2: The Products
Key Points
Overview
Sweetener Categories
Nutritive Sweeteners
Non-Nutritive or Artificial Sweeteners
Sugar Alcohols (Polyols)
Table 2-1: Comparison of Sweetness of Selected Sugar Alcohols to Sucrose

4. Inulin and Isomalt
High-Fructose Corn Syrup
Controversy Surrounding High-Fructose Corn Syrup
Possible Relationship Between the Consumption of High-Fructose Corn Syrup and
Metabolic Syndrome
The Arrival of Stevia
The Health Benefits of Stevia
Is Cargill’s Stevia the Same as the Natural Herb?
Food and Beverage Manufacturers Benefit from Sweetener Choices
Sugar
United States the World’s Leading Sugar Importer in 2010/11
Figure 2-1: United States: World’s Leading Sugar Importer, 2010/11, (in Thousand Metric
Tons/Year, Raw Value)
Annual Per Capita Sugar Use in the United States Holding Steady Since 1985
Figure 2-2: Per Capita Consumption of Caloric Sweeteners, 1970 - 2009
Industrial Sugar Use Surpasses Non-Industrial Applications
Table 2-2: U.S. Sugar Deliveries by Type of User, 1949-2010 (1,000 short tons, refined
value)
Table 2-3: U.S. Sugar Deliveries by Type of User, 1949-2010 (1,000 short tons, refined
value)
Sugar Available in Many Formulations
White Sugar Products Vary in Crystal Size
Brown Sugar Varies from Raw to Refined
Other Formulations of Sugar
Sucanat - Sugarcane Natural
Organic Sugar Options
Organic Sugar Beets and Genetic Modification
Fair-trade Sugar
Honey
Table 2-4: U.S. Honey Production, Imports, Exports, Stocks and Average Price, 1986-
2010
Cause and Consequence of Colony Collapse Disorder
Colony Collapse Disorder Update in 2011
Honey Market Facts
Niche Markets: Organic and Local Honey
Niche Nutritive Sweeteners
Maple Syrup and Maple Sugar Serve the Specialty Foods Market
Table 2-5: U.S. Maple Syrup Production, by State, 1995-2010 (1,000 gallons)
Molasses Offers Flavor and Nutrition
Rice Syrup Versatile for Manufacturing
Date Sugar May Offer Benefits for Diabetics
Agave Syrup
Monk Fruit
Corn Syrup and High-fructose Corn Syrup
The HFCS Controversy
AMA Concludes HFCS No Worse Than Sugar in Obesity Crisis
On the Other Hand…
Public Image of High-fructose Corn Syrup Causes Changes in Ingredients and Advertising
Most HFCS Produced Domestically is Used in the U.S.
Table 2-6: U.S. High-Fructose Corn Syrup Supply and Use, 1992-2010 (1,000 short tons,

5. dry weight)
Non-Nutritive Sweeteners
High-Intensity (Artificial) Sweeteners
Five Non-Nutritive Sweeteners Approved by FDA
Table 2-7: Non-Nutritive High-Intensity Sweeteners Approved for Use in the United States
Saccharin: Despite Nearly 100 Years of Use, Safety Concerns Remain
Aspartame Also the Focus of Safety Concerns
Sucralose Has Majority of High-Intensity Sweetener Market Share in U.S.
Acesulfame Potassium (Ace-K) Has Red Flags For Health
Neotame
Stevia
Cargill, Coca-Cola Pave the Way for Acceptance and Acceleration of Stevia as a Safe
Sweetener
Pepsi Introduces PureVia
Stevia Market Surges Forward with FDA GRAS Status
Sugar Manufacturers Enter the Stevia Market
Domino Foods Adds Stevia to its Ingredients Line
Stevia Product Launches Increase 918% in the North American Market
European Approval of Stevia Expected by the End of 2011
Codex Alimentarius Commission Adopts Proposed Draft Maximum Levels for Steviol
Glycosides
Sugar Alcohols (Polyols)
Table 2-8: Calorie Content of Commonly Used Polyols (relative to sugar at 4 cal/gm)
Erythritol Offers Organic and Very Low Calorie Option
Maltitol for Sugar-Free Chocolate
Mannitol is Used in Chewing Gum and Chocolate Coatings
Xylitol for Healthier Teeth
Chapter 3: Size and Growth of Market
Key Points
Note on IRI Data
The Global Sweetener Market
U.S. Sugar and Sweetener Retail Sales Reach $3.5 Billion in 2010
Table 3-1: U.S. Retail Sales of Sugar and Sweeteners, 2007 and 2010 (in millions of
dollars)
Combined Wholesale and Retail U.S. Sugar and Sweetener Market Valued at $11.7 Billion
in 2010
Table 3-2: U.S. Estimated Dollar Sales in Total Sugar and Sweeteners Market*, 2007 and
2010 (in millions of dollars)
Packaged Facts Projects 2011 U.S. Retail Sales of Sugar and Sweeteners at $3.7 Billion
Table 3-3: Projected U.S. Retail Sales of Sugar and Sweeteners, 2011 (in millions of
dollars)
Wholesale and Retail U.S. Sugar and Sweetener Market Projected at $13.0 Billion in 2011
Table 3-4: U.S. Estimated Dollar Sales in Total Sugar and Sweeteners Market, 2011 (in
millions of dollars)
U.S. Sugar and Sweetener Retail Sales Projected at $4.6 Billion in 2015
Table 3-5: Projected U.S. Retail Sales of Sugar and Sweeteners, 2007-2015 (in millions of
dollars)
Combined Retail and Wholesale Market Projected at $14.9 Billion in 2015
Table 3-6: Projected U.S. Wholesale and Retail Sales of Sugar and Sweeteners, 2011-2015

6. (in millions of dollars)
Stevia Blasts Into the Market
Splenda Loses Market Share to Stevia Products in Retail Sugar Substitute Market
Table 3-7: Retail Sales of Artificial Sweeteners/Sugar Substitutes and Select Brands in
Food, Drug and Mass-Market Stores, 2006-2010 (in millions of dollars)
Table 3-8: Retail Sales Market Share of Artificial Sweetener/Sugar Substitute Brands in
Food, Drug and Mass-Market Stores, 2010
Truvia Leads the Stevia Market in the U.S.
Sucralose Leads Sugar Substitutes Used in Food and Beverage Processing
Private-label Sugar Product Sales Continue to Gain Market Share
Table 3-9: Top Brands of Granulated White Sugar by Dollar Sales in Food, Drug and Mass-
Market Stores, 2010 (in millions of dollars)
Table 3-10: Top Brands of Brown/Powdered/Flavored Sugar by Dollar Sales in Food, Drug
and Mass-Market Stores, 2010 (in millions of dollars)
U.S. Retail Price of Refined Sugar Rising
Table 3-11: U.S. Retail Refined Sugar Price, Per Pound, by Fiscal Year, 2000-2010 (in
cents)
Comparison of Wholesale and Retail Prices for Refined Beet Sugar
Table 3-12: U.S. Wholesale and Retail Refined Beet Sugar Price, Midwest markets, by
Fiscal Year, 2000-2010
Corn Sweetener Price Indices Reach Peak in 2009, Decline in 2010
Producer Price Indices for Corn Sweeteners, Cane and Beet Sugar
Figure 3-1: Producer Price Index, U.S. Annual, Corn Sweeteners (including glucose,
dextrose, and high-fructose corn syrup), 2000-2010 (June, 1985 = 100)
Figure 3-2: Producer Price Index, U.S. Annual, Refined Beet Sugar, 2000-2010 (June,
1982 = 100)
Figure 3-3: Producer Price Index, U.S. Annual, Refined Cane Sugar and Byproducts, 2000-
2010 (June, 1982 = 100)
Private-label Honey Leads Over All Brands
Table 3-13: Top Brands of Honey by Dollar Sales in Food, Drug and Mass-Market Stores
(Shelf-Stable Products), 2010 (in millions of dollars)
Honey Sales Jump from 2006 to 2010
Table 3-14: U.S. Retail Sales of Honey in Food, Drug and Mass-Market Stores, 2006-2010
(in millions of dollars)
Molasses Sees the Greatest Increase in Sales in the Syrup/ Molasses Category from 2006
to 2010
Table 3-15: Retail Sales of Syrup and Molasses in Food, Drug and Mass-Market Stores,
2006-2010 (in millions of dollars)
Karo Brand Remains Market Leader in Corn/Crystal White Syrup
Table 3-16: Leading Brands of Corn/Crystal/White Syrup by Dollar Sales in Food, Drug and
Mass-Market Stores, 2006-2010 (in millions of dollars)
Maple and Pancake Syrups Comprise Most of Syrup/Molasses Category
Leading Pure Maple Syrup Brands Show Sales Decrease from 2006 to 2010
Table 3-17: Key Brands of Pure Maple Syrup by Dollar Sales in Food, Drug and Mass-
Market Stores, 2006-2010 (in millions of dollars)
Table 3-18: Leading Brands of Maple-Flavored Syrup by Dollar Sales in Food, Drug and
Mass-Market Stores, 2006-2010 (in millions of dollars)
U.S. Organic Food and Beverage Product Sales Increase More Than 53% from 2007 to
2010
Per Capita Consumption of Sugar Up While Consumption of Other Sweeteners Declines

7. Table 3-19: Estimated U.S. Annual Per Capita Consumption of Refined Cane and Beet
Sugar, 2000-2010 (in lbs, adjusted for loss)
Table 3-20: Estimated U.S. Annual Per Capita Consumption of High-fructose Corn Syrup,
2000-2010 (in lbs, adjusted for loss)
Table 3-21: Estimated U.S. Annual Per Capita Consumption of Other
Nutritive Sweeteners, 2000-2010 (in lbs, adjusted for loss)
U.S. Sales of Regular and Low-Calorie Soft Drinks Decrease from 2009 to 2010
Retail Channel Accounts for Only 13% of Sugar Use by Volume
Table 3-22: U.S. Sugar Distribution by Volume: By Type of User, 2010 (percent)
Grocery Stores are the Most Popular Venue for Sweetener Product Sales
Table 3-23: 2010 Sugar and Sweetener Sales by Retail Channel (percent)
Chapter 4: The Marketers
Key Points
Introduction
U.S. Sugar Sale to State of Florida Loses Momentum
Almost All Raw Stevia is Produced in China or India
Competitive Profile: Cargill, Inc., Minneapolis, MN
Company Overview
Financial Information
Sweetener Products
Truvia
Researching Reduced-calorie Sweetener Options for Beverages
Competitive Profile: EucoNova Corporation, Miami, FL
Company Overview
Products
Corporate Strategy
Competitive Profile: Florida Crystals Corp., West Palm
Beach, FL
Company Overview
Organic and “CarbonFree” Sugar
Products
Competitive Profile: GLG Life Tech Corp., Vancouver, B.C.
Company Overview
Financial Information
Corporate Strategy
Competitive Profile: McNeil Nutritionals, LLC,
Fort Washington, PA
Company Overview
Products
McNeil Introduces Splenda Essentials
Competitive Profile: Merisant Worldwide, Inc., Chicago, IL
Company Overview
Financial Information
Corporate Strategy
Competitive Profile: PureCircle USA Inc., Oak Brook, IL (Sales and Marketing Head Office)
Company Overview
Financial Information
Corporate Strategy
Competitive Profile: Pyure Brands LLC, Naples, FL

8. Company Overview
Corporate Strategy
Competitive Profile: Steviva Brands, Inc., Portland, OR
Company Overview
Products
Corporate Strategy
Competitive Profile: United States Sugar Corp.,
Clewiston, FL
Company Overview
Corporate Strategy
Competitive Profile: Wholesome Sweeteners, Inc.,
Sugar Land, TX
Company Overview
Wholesome Sweeteners Leads Fair Trade Sweetener Market in the United States
Corporate Strategy
Competitive Profile: Wisdom Natural Brands, Gilbert, AZ
Company Overview
Products
Chapter 5: Regulatory Policy, Supply and Distribution
Key Points
Overview
United States Sugar Policy
Economic Research Service Briefing on Sugar and Sweeteners Policy
Changes Mandated By 2008 Farm Bill
The Free Sugar Act of 2011
Other Legislation Introduced to End the Sugar Price-Support Program
Bipartisan Support to End the Ethanol Tariff
The Other Side of the Coin: Legislation to Halt the Growth of the Ethanol Industry
USDA Increases FY2011 Raw Sugar Tariff-Rate Quota
Sugar Beet, Sugarcane and Corn Farming in the United States
Farmers Use Cooperatives for Refining, Marketing
The Three Primary Markets for Nutritive Sweeteners
Table 5-1: U.S. Sugar Deliveries for Human Consumption, by Type of User, 2010
Table 5-2: U.S. Sugar Deliveries by Percentage of User Type, 2010
Production of high-Fructose Corn Syrup Down From Annual High in 1999
Regulatory Framework for Non-Nutritive Sweeteners
Proposed Rule Becomes Interim Policy for GRAS Notification Procedure
Five Artificial Sweeteners Currently Approved by the FDA
FDA Regulations for Sugar Alcohols and Labeling of These Sweeteners
FDA Allows Tooth Health Claim with Polyols
Sugar Alcohols Primarily Sold to Manufacturers
Prior to FDA Approval, Companies Launch First Stevia Derivatives with GRAS Self-
Affirmations
Chapter 6: New Products and Trends
Key Points
Trends Overview
The Stevia Revolution
Stevia Blends Lead the Trend Towards Calorie-reduced Rather than No-calorie Products

9. Stevia Awareness in the United States Jumps from 46% to 62% between 2010 to 2011,
According to Research by PureCircle
Stevia Becomes a Leading Ingredient in Beverages
Less-expensive Stevioside-based Sweeteners Are in Development
Stevia Prices Fall 25% from 2010 to 2011
Low-Glycemic Is the Watchword for 2011
Introductions of Food and Beverage Products Containing Stevia Increase from 20 in 2006
to 76 in 2010
Table 6-1: Food and Beverage Product Line Introductions Containing Stevia as Sweetener,
2006-2010
Innovative Products Containing Stevia Introduced in 2010 and 2011
Rainforest Beverages LLC Introduces Rainforest Cola Sweetened with Stevia
My Skoopz Inc. Introduces “100% All Natural” Skoopz Natural Sweetener
Agave Product Introductions Increase 116% in Two Years
Table 6-2: Food and Beverage Product Line Introductions: Agave as Sweetener (Includes
Kitchen/Tabletop Products), 2006-2010
Innovative Products Containing Agave Introduced in 2010 and 2011
Glaceau VitaminWater from the Coca-Cola Co.
Cactus Jerky 100% Desert Jerky
The Top Four Agave Nectar Products in 2011
Products Containing Monk Fruit Enter the Market
Evaporated Cane Juice Use Continues to Increase in New Products
Table 6-3: Food and Beverage Product Line Introductions Containing Evaporated Cane
Juice (ECJ) as Sweetener, 2006-2010
Innovative Products Containing Evaporated Cane Juice Introduced in 2010 and 2011
Ciao Bella Fat Free Sorbet Bars
Focus Food Protein EnerGI Bar from Grecian Ideal Nutrition
New Products Containing High-Fructose Corn Syrup as an Ingredient Jump Nearly 90%
from 2009 to 2010
Table 6-4: Food and Beverage Product Line Introductions Containing High-Fructose Corn
Syrup as Sweetener, 2006-2010
New Products and Trends in Polyols Xylitol Most Often Appears in Chewing Gum
Table 6-5: Food and Beverage Product Line Introductions Containing Xylitol as Sweetener,
2006-2010
Innovative Products Containing Xylitol Introduced in 2010 and 2011
Mentos Gum UP2U Flavored Sugarfree Gum
The Number of Products Containing Erythritol Nearly Doubles from 2009 to 2010
Table 6-6: Food and Beverage Product Line Introductions Containing Erythritol as
Sweetener, 2006-2010
New Products and Trends in Non-Nutritive Artificial Sweeteners
In 2010, Functional Drinks Was the Leading Category of New Product Introductions
Containing Sucralose
Table 6-7: Food and Beverage Product Line Introductions Containing Sucralose as
Sweetener, 2006-2010
Table 6-8: Leading Categories of Food and Beverage Products Containing Sucralose as
Sweetener, 2006-2010
Innovative Products Containing Sucralose Introduced in 2010 and 2011
New York Bakery of Syracuse Inc. Introduces New Nutri Breads
Formulated P28 100% Whole Wheat High Protein Bread
New Products Containing Acesulfame K Increase 43% Between 2009 and 2010

10. Table 6-9: Food and Beverage Product Line Introductions Containing Acesulfame K as
Sweetener, 2006-2010
New Products Containing Aspartame Increase from 44 to 75 Between 2009 and 2010
Table 6-10: Food and Beverage Product Line Introductions Containing Aspartame as
Sweetener, 2006-2010
Aspartame May Eventually Lose Market Share to Stevia
Innovative Products Containing Aspartame Introduced in 2010 and 2011
Rev7 Removable Sugar Free Gum from Revolymer Ltd.
Saccharin Still in Use, Primarily in Toothpaste and Other Personal Products
Table 6-11: Food and Beverage Product Line Introductions Containing Saccharin as
Sweetener, 2006-2010
Marketing Trends
“No High-Fructose Corn Syrup” Claim Continues to Increase Along with Increasing Use of
HCFS in Products
able 6-12: Food and Beverage Product Line Introductions With a “No High-Fructose Corn
Syrup” Claim, 2006-2010
Innovative Products With a “No High-Fructose Corn Syrup” Claim Introduced in 2010 and
2011
Sara Lee Introduces Earth Grains 100% Natural Bread with Eco-Grain Wheat
Green Rabbit LLC Introduces MimicCreme Healthy Top Dairy-Free Soy-Free Whipping
Cream in January 2011
Low-Calorie/Low Sugar/No Sugar” Claims on New Products Increase
Table 6-13: Low-Calorie/Low Sugar/No Sugar Claims on Food and Beverage Product
Introductions, 2006-2010
FDA Definitions for Sugar Content Claims in Foods
Table 6-14: FDA Definitions for Sugar Content Claims of Food Claim
Definition
Sugar-Free
“Low Glycemic” Claims Increase 200% From 2006 to 2010
Table 6-15: New Product Lines With “Low Glycemic” Claim, 2006-2010
Product Development Trends
Coca-Cola and PepsiCo Rivalry Moves into the Laboratory
Chapter 7: The Consumer
Key Points
Consumer Sweetener Choices Are Influential in the Sweetener Market
Market Driver: Obesity and Overweight
Definitions of Overweight and Obese
In 2010, 27.6% of American Adults Self-Report as Obese
Obesity and Overweight Prevalence in Children and Teenagers Increases Steadily for
Decades, then Dips in 2005-2006
Obesity in Children May Lead to What Were Previously Thought to Be “Adults Only”
Diseases
Parents Concerned About the Link Between High-Fructose Corn Syrup and Obesity
How the Overweight/Obesity Driver May Affect Consumer Behavior
Market Driver: Diabetes
An Estimated 26 Million Americans Have Diabetes
Table 7-1: Estimated Prevalence of Diagnosed and Undiagnosed Diabetes in People Age 20
Years or Older, By Age Group, United States, 2005-2008
Table 7-2: Estimated Number of New Cases of Diagnosed Diabetes in People Age 20 Years

11. or Older, By Age Group, United States, 2010
Low Glycemic Index Foods and Diabetes
Market Driver: Ingredient Awareness
Food & Health Survey Finds Concerns About Carbohydrate and Sugar Intake
Table 7-3: Efforts by Americans to Limit Specific Types of Carbohydrates and Sugars.
Question: “Which of the following are you trying to limit? Check all that apply.”
Table 7-4: Perceptions About Sugar in a Healthy Diet. Question: “As far as you know,
which of the following statements, if any, are true? Check all that apply.”
IFIC Survey Reveals Consumers’ Attitudes about Low-Calorie/Artificial Sweeteners
Table 7-5: Consumer Attitudes About Low-Calorie/Artificial Sweeteners. Question: “Which
of the following statements, if any, do you agree with regarding low-calorie/artificial
sweeteners? Check all that apply. Low-calorie sweeteners…”
Younger Women Scrutinize Labels for Calories, Fat, Sugar
Table 7-6: Which Sweeteners Concern Mothers?
Claims versus Labeling Information—the Need for Scrutiny by Consumers
Overall View of Usage of All Types of Nutritive Sweeteners by American Households Shows
White Granulated Sugar Remains the Most Common Nutritive Sweetener Option
Table 7-7: Sweetener Use in American Households in 2011
30% of Americans Who Use Honey Report Using More Than a Year Previous, According to
Packaged Facts Survey
Table 7-8: Sweetener Use in American Households in 2011: Response to Question, “Are
You Using More of This Sweetener Than a Year Ago?”
Half of Americans Who Use White Granulated Sugar Report Using Less Than a Year
Previous, According to Packaged Facts Survey
Table 7-9: Sweetener Use in American Households in 2011: Response to Question, “Are
You Using Less of This Sweetener Than a Year Ago?”
Packaged Facts Survey of Sugar Substitute Usage by American Households Shows
Sucralose Is the Most Popular Product
Table 7-10: Artificial Sweetener Use in American Households in 2011
41% of Americans Who Use Aspartame Report Using Less Than a Year Previous, According
to Packaged Facts Survey
Table 7-11: Sweetener Use in American Households in 2011: Response to Question, “Are
You Using Less of This Sugar Substitute Than a Year Ago?”
Market Driver: Organic
Organic Offers Alternative to Genetically Modified Sugar Beets
Simmons Market Research Data on Sugar and Sweetener Purchases and Attitudes
White Granulated Sugar Use Per Household Decreases
Table 7-12: Percentage of U.S. Households Using White Granulated Sugar, 2004-2011
Increasing Percentage of Consumers Purchasing Store-Brand White Granulated Sugar
Table 7-13: White Granulated Sugar Brands Most Often Purchased by Households, 2007
and 2011
Nearly Half of Households that Purchase White Granulated Sugar Use One Pound or Less
Per Month
Table 7-14: White Granulated Sugar Amounts Used in Past 30 Days
Percent of Households Using Sugar Substitutes/Artificial Sweeteners Remains Stable
Table 7-15: Percent of U.S. Households Using Sugar Substitutes/ Artificial Sweeteners, by
Full Year Period
Table 7-16: Sugar Substitute/Artificial Sweetener Brands Most Often Purchased by
Households, 2008 and 2011
Table 7-17: Sugar Substitute/Artificial Sweetener Brands Most Often Purchased, by Full

12. Year Period, Spring 2006-Winter 2011
Sun Crystals and Truvia Take Market Share from Other Sugar Substitutes/Artificial
Sweeteners
Table 7-18: Sugar Substitute/Artificial Sweetener Brands Most Often Purchased by
Households During Six Months Previous to March 2011
Artificial Sweetener Users Most Often Use 3 Packets or Fewer Per Day
Table 7-19: Sugar Substitute/Artificial Sweetener Used in Average Day, By Percent of Total
Households
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