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Sugar Sugar Substitute and Sweetener Trends in the rd Edition

VIEWS: 10 PAGES: 18

									Sugar, Sugar Substitute, and Sweetener Trends in
the U.S., 3rd Edition




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Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 3rd Edition
Packaged Facts

Date: Sep, 2011
Pages: 234
Price: US$ 3,500.00
ID: SA62FF915D6EN

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., 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.


Table of Content

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

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            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)

            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

            Splenda 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


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            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


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            Sweetener Categories

            Nutritive Sweeteners

            Non-Nutritive or Artificial Sweeteners

            Sugar Alcohols (Polyols)

            Table 2-1: Comparison of Sweetness of Selected Sugar Alcohols to Sucrose

            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
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            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, 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


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            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
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            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 (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


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            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

            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
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            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,
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            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

            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
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            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
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            Key Points

            Trends Overview

            The Stevia Revolution

            Stevia Blends Lead the Trend Towards Calorie-reduced Rather than No-calorie Products

            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


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            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

            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.


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            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

            Table 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
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            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 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
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            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 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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