Trends in the U.S. Market for Sugar, Sugar Substitutes, and Sweeteners : Packaged Facts

Trends in the U.S. Market for Sugar, Sugar Substitutes, and Sweeteners

Oct 1, 2008
214 Pages - Pub ID: LA1767538

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Abstract

Table of Contents

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Chapter 1: Executive Summary

Scope and Methodology

Report Methodology

Note on IRI Data

2007 Retail Sales Reach $3.08 Billion for All Sugar and Sweeteners

Table 1-1: U.S. Estimated Retail Sales of Sugar and Sweeteners, 2007 (in millions of dollars)

Packaged Facts Projects 2008 Retail Sales at $3.14 Billion

Table 1-2: U.S. Projected Retail Sales of Sugar and Sweeteners, 2008 (in millions of dollars)

Projected Sugar and Sweetener Retail Sales in 2012 at $3.44 billion

Table 1-3: U.S. Projected Retail Sales of Sugar and Sweeteners, 2008-2012 (in millions of dollars)

Total 2007 Sugar and Sweetener Industry Valued at $9.8 Billion

Table 1-4: U.S. Estimated Total Dollar Sales in Sugar and Sweeteners Industry, 2007 (in millions of dollars)

Table 1-5: U.S. Projected Total (Retail, Foodservice, Industrial) Sales of Sugar and Sweeteners, 2008-2012 (in millions of dollars)

Splenda is Runaway Leader in Retail Sugar Substitute Market Share

Private Label Leads in Retail Sugar Sales

Table 1-6: Top Brands of White Granulated Sugar by Dollar Sales in Food, Drug and Mass-Market Stores, 2007 (in millions of dollars)

Retail Accounts for Only 13% of Sugar Use by Volume

Table 1-7: U.S. Sugar Distribution by Volume, by Type of User, 2007

The Products

Nutritive Sweeteners

Non-Nutritive or Artificial Sweeteners

Sugar Alcohols (Polyols)

High-Fructose Corn Syrup

Stevia

Organic Sugar Options

Table 1-8: Organic and Natural Food Sales, 2005-2008 (in millions of dollars)

Honey

Maple Sugar and Maple Syrup Thrive in Specialty Foods Market

Agave Syrup: Natural Fructose

Stevia Positioned for Major Growth

Cargill, Coca-Cola Enter Stevia Market with Truvia

Pepsi Chimes in with PureVia

Flavor, Safety Status Still Must Be Overcome

Other Companies Prepare for Imminent Approval

Corn Syrup and High-Fructose Corn Syrup

Snapple, Others Converting Product Lines from HFCS to Sugar

Non-Nutritive High-Intensity (Artificial) Sweeteners

Sugar Alcohols (Polyols)

Erythritol Offers Organic and Very Low Calorie Option

The Marketers

U.S. Sugar Sale to State of Florida

Imperial Sugar Builds Stake in Wholesome Sweeteners

Bunge Acquires Corn Products Intl, Tate & Lyle Sugar Trading Business

Supply, Distribution and Regulatory Policy

United States Sugar Policy

Results of NAFTA Implementation Unpredictable

Changes Mandated By 2007 Farm Bill

New Products and Trends

Four Stevia Brands to Note

Agave Product Introductions Likely to Include Organic, Vegan Tags

Cane Juice Use Increasing in Organic, Other Products

Table 1-9: New Product Lines Using Evaporated Cane Juice (ECJ) as Sweetener

Energy Drinks Lead in New Product Introductions With Sucralose

Table 1-10: New Product Lines in Food, Beverage, Personal Care Using Sucralose (brand name Splenda) as Sweetener

NutraSweet Launched as Tabletop Sweetener

The Consumer

Market Drivers: Overweight, Obesity and Diabetes

Market Driver: Ingredient Awareness

Market Driver: Organic

Most Households Buy Sugar, Use Less Than 1 Pound Each Month

Table 1-1: Percentage of U.S. Households Using White Granulated Sugar

Percent of Households Using Sugar Substitutes/Artificial Sweeteners is Stable

Table 1-12: Percent of U.S. Households Using Sugar Substitutes/Artificial Sweeteners, by Full Year Period

Trends and Opportunities

Health and Wellness a Consistent Trend

The Positive Eating Trend: Less Dieting, More Pleasure in Food

Organic and Natural Trend

Market Events Affecting Sugar and Corn Industries

Conclusion

Chapter 2: The Products

Sweetener Categories

Nutritive Sweeteners

Non-Nutritive or Artificial Sweeteners

Sugar Alcohols (Polyols)

High-Fructose Corn Syrup

Stevia

Food Processors Benefit from Sweetener Choices

Sugar

U.S. World’s Second Leading Sugar Net Importer

Figure 2-1: United States: World’s Second Leading Sugar Net Importer, 2005/06-2007/08 Average, (in Thousand Metric Tons/Year, Raw Value)

Per Capita Sugar Use On the Decline in the U.S

Sugar Use Shifts from Non-Industrial to Industrial

Table 2-1a: U.S. Sugar Deliveries by Type of User, 1949-2007 (1,000 short tons, refined value)

Table 2-1b: U.S. Sugar Deliveries by Type of User, 1949-2007 (1,000 short tons, refined value)

Sugar Comes in Many Forms

White Sugar Products Vary in Crystal Size

Brown Sugar Varies from Raw to Refined

Other Forms of Sugar Round Out the Market

Sucanat - Sugar Cane Natural

Organic Sugar Options

Table 2-2: Organic and Natural Food Sales, 2005-2008 (in millions of dollars)

Figure 2-2: U.S. Organic Sugar Demand (2008 = Approximately 100,000 metric tons)

Organic Sugar Beets and Genetic Modification

Fair Trade Sugar

Honey

Table 2-3: U.S. Honey Production, Imports, Exports, Stocks and Average Price, 1986-2007

Cause and Consequence of Colony Collapse Disorder

Honey Market Facts

Niche Market: Organic and Local Honey

Minor Nutritive Sweeteners

Maple Sugar and Maple Syrup Thrive in Specialty Foods Market

Table 2-4: U.S. maple syrup production, by state, 1992-2008 (1,000 gallons)

Molasses Adds Flavor, Nutrition

Rice Syrup Versatile for Manufacturing

Date Sugar May Offer Benefits for Diabetics

Agave Syrup and Stevia

Agave Syrup: Natural Fructose

Stevia Positioned for Major Growth

Cargill, Coca-Cola Enter Stevia Market with Truvia

Pepsi Chimes in with PureVia

Flavor, Safety Status Still Must Be Overcome

Other Companies Prepare for Imminent Approval

Zevia Already On Shelves

Corn Syrup and High-Fructose Corn Syrup

Fat Nation: Is HFCS to Blame?

AMA Concludes HFCS No Worse Than Sugar in Obesity Crisis

Fructose Debate Continues As Research Shows Faster Metabolization

Snapple, Others Converting Product Lines from HFCS to Sugar

Is HFCS Natural?

Most HFCS Produced Domestically is Used in the U.S.

Table 2-5: U.S. High-Fructose Corn Syrup Supply and Use, 1992-2007 (1,000 short tons, dry weight)

Non-Nutritive Sweeteners

Non-Nutritive High-Intensity (Artificial) Sweeteners

Five Non-Nutritive Sweeteners Approved by FDA

Table 2-6: Non-Nutritive High-Intensity Sweeteners Approved for U.S. Use

Saccharin: Long History of Use, Safety Concerns

Aspartame Also Popular, Riddled With Safety Concerns

Sucralose Has Majority of Market Share in U.S.

Acesulfame Potassium (Ace-K) Has Red Flags For Health

Neotame

Sugar Alcohols (Polyols)

Table 2-7: Calorie Content of Commonly Used Polyols (relative to sugar at 4 cal/gm)

Erythritol Offers Organic and Very Low Calorie Option

Xylitol for Healthier Teeth

Maltitol for Sugar-Free Chocolate

Mannitol is Non-Humectant for Chewing Gum

Chapter 3: Size and Growth of Market

Chapter Highlights

Scope and Methodology

Report Methodology

Note on IRI Data

2007 Retail Sales Reach $3.1 Billion for All Sugar and Sweeteners

Table 3-1: U.S. Estimated Retail Sales of Sugar and Sweeteners, 2007 (in millions of dollars)

Total 2007 Sugar and Sweetener Industry Valued at $9.8 Billion

Table 3-2: U.S. Estimated Total Dollar Sales in Sugar and Sweeteners Industry, 2007 (in millions of dollars)

Packaged Facts Projects 2008 Retail Sales at $3.1 Billion

Table 3-3: U.S. Projected Retail Sales of Sugar and Sweeteners, 2008 (in millions of dollars)

Projected Sugar and Sweetener Retail Sales in 2012 at $3.4 billion

Table 3-4: U.S. Projected Retail Sales of Sugar and Sweeteners, 2008-2012 (in millions of dollars)

Table 3-5: U.S. Projected Total (Retail, Foodservice, Industrial) Sales of Sugar and Sweeteners, 2008-2012 (in millions of dollars)

Splenda is Runaway Leader in Retail Sugar Substitute Market Share

Table 3-6: Retail Sales of Artificial Sweeteners/Sugar Substitutes and Select Brands in Food, Drug and Mass-Market Stores, 2003-2007 (in millions of dollars)

Table 3-7: Retail Sales Market Share of Artificial Sweetener/Sugar Substitute

Brands in Food, Drug and Mass-Market Stores, 2007

Sucralose Also Leads in Food and Beverage Processing

Table 3-8: Distribution of Artificial Sweetener Use in Food and Beverage Processing

White Sugar Down Slightly in Five-Year Trend, Brown/Flavored Up

Table 3-9: Retail Sales of Sugar in Food, Drug and Mass-Market Stores, 2003-2007 (in millions of dollars)

Private Label Leads in Retail Sugar Sales

Table 3-10: Top Brands of Granulated White Sugar by Dollar Sales in Food, Drug and Mass-Market Stores, 2007 (in millions of dollars)

Table 3-11: Top Brands of Brown/Powdered/Flavored Sugar by Dollar Sales in Food, Drug and Mass-Market Stores, 2007 (in millions of dollars)

U.S. Retail Price of Refined Sugar Rising

Table 3-12: U.S. Retail Refined Sugar Price, by Fiscal Year, 2000-2007 (in cents)

Candy Makers Raise Prices Due to Rising Ingredient Costs

Cereal, Candy Biggest Users of Sugar in Food Industry

Table 3-13: U.S. Sugar Use in Food Manufacturing

Retail Accounts for Only 13% of Sugar Use by Volume

Table 3-14: U.S. Sugar Distribution by Volume, by Type of User, 2007

Comparison of Wholesale and Retail Prices for Refined Sugar

Table 3-15: U.S. Wholesale Refined Beet Sugar Price, Midwest markets, by fiscal year

Corn Sweetener Costs Also Rise

Producer Price Indices for Corn Sweetener and Cane and Beet Sugar

Figure 3-1: Producer Price Index, U.S. Annual, Corn Sweeteners (including glucose, dextrose, and high-fructose corn syrup), 2000-2007 (June, 1985 = 100)

Figure 3-2: Producer Price Index, U.S. Annual, Refined Beet sugar and byproducts, 2000-2007 (June, 1982 = 100)

Figure 3-3: Producer Price Index, U.S. Annual, Refined Cane Sugar and

Byproducts, 2000-2007 (June, 1982 = 100)

Private Label Honey Leads Over All Brands

Table 3-16: Top Brands of Honey by Dollar Sales in Food, Drug and Mass- Market Stores, 2007 (in millions of dollars)

Leading Branded Honey Drops in Sales, Overall Sales Stable

Table 3-17: Retail Sales of Honey in Food, Drug and Mass-Market Stores, 2003-2007 (in millions of dollars)

Molasses Sales Building Via Price and Natural Positioning

Maple and Pancake Syrups Comprise Most of Syrup/Molasses Category

Table 3-18: Retail Sales of Syrup and Molasses in Food, Drug and Mass- Market Stores, 2003-2007 (in millions of dollars)

Karo Brand Leads Corn/White Syrup Sector

Table 3-19: Leading Brands of Corn/Crystal/White Syrup by Dollar Sales in Food, Drug and Mass-Market Stores, 2007 (in millions of dollars)

Pure Maple Syrup Brands Show Growth

Table 3-20: Key Brands of Pure Maple Syrup by Dollar Sales in Food, Drug and Mass-Market Stores, 2007 (in millions of dollars)

Table 3-21: Leading Brands of Maple-Flavored Syrup by Dollar Sales in Food, Drug and Mass-Market Stores, 2007 (in millions of dollars)

Consumers Continue to Seek Out Organic, Natural, Less-Refined and Fair Trade

Per Capita Consumption Declines for All Caloric Sweeteners

Table 3-22: Estimated U.S. Annual Per Capita Consumption of Refined Cane and Beet Sugar, 2000-2007 (in lbs, adjusted for loss)

Table 3-23: Estimated U.S. Annual Per Capita Consumption of High Fructose Corn Syrup, 2000-2007 (in lbs, adjusted for loss)

Table 3-24: Estimated U.S. Annual Per Capita Consumption of Other Sweeteners, 2000-2007 (in lbs, adjusted for loss)

Most Sweetener Purchases Made at Grocery Stores

Table 3-25: 2007 Sugar and Sweetener Sales by Outlet

Chapter 4: The Marketers

Chapter Highlights

Introduction

Mergers, Acquisitions and Major Investments

U.S. Sugar Sale to State of Florida

Imperial Sugar Builds Stake in Wholesome Sweeteners

Bunge Acquires Corn Products Intl, Tate & Lyle Sugar Trading Business

Competitive Profile: U.S. Sugar, Clewiston, FL

Company Overview
Impact of U.S. Sugar Sale on Industry and Region

Rural Counties, State Economy Affected

Competitive Profile: Florida Crystals Corp., West Palm Beach, FL

Company Overview

Organic and “Carbonfree” Sugar

Florida Crystals Selected for Ethanol Research Facility

Florida Crystals Plays Role in U.S. Sugar Sale to State

Competitive Profile: Imperial Sugar, Sugar Land, TX

Company Overview

Leadership Change for 2008

New Packaging for Legacy Products

Competitive Profile: Wholesome Sweeteners, Sugar Land, TX

Company Overview

New Products Find Traction in Natural, Organic Market

Competitive Profile: Amalgamated Sugar Company LLC, Boise, ID

Company Overview

Idaho Growers to Plant 95% GMO Sugar Beets, Amalgamated Says

Competitive Profile: American Crystal Sugar Company, Moorhead, MN

Company Overview

After Early Resistance, American Crystal Goes GMO
Competitive Profile: The NutraSweet Company, Chicago, IL Company Overview

Ongoing Public Relations Battle

NutraSweet Partners with Domino Brand Sugar for Relaunch

Competitive Profile: McNeil Nutritionals, Fort Washington, PA Company Overview

In 2005, Award for Business Transformation and a Lawsuit

Challenges to Splenda Supremacy

Competitive Profile: Corn Products International, Westchester, IL

Company Overview

Fortune Magazine Admires CPI

Chairman/CEO to Retire

Competitive Profile: Archer Daniels Midland, Decatur, IL
Company Overview

FDA Accepts Natural Claim for ADM High-Fructose Corn Syrup Processing

ADM Investing in Biofuels

Investor Concerns Send ADM Share Price Headed Downward in 2008

ADM Executive Speaks to Sweetener Colloquium

Competitive Profile: Cargill, Minneapolis, MN

Company Overview

Organic Glucose Syrup Supplier

Partnering with Coca-Cola for Stevia Derivative

Competitors Quickly Rise Up

Cargill, Others Self-Affirming GRAS Status for Stevia Extracts

Competitive Profile: Merisant Worldwide, Inc., Chicago, IL

Company Overview

Merisant Wages Legal Fight on Splenda

Whole Earth Sweetener Company Subsidiary to Market Stevia, Erythritol Products

Competitive Profile: Wisdom Natural Brands, Gilbert, AZ

Company Overview

Wisdom Natural Self-Affirms GRAS for Stevia as Sweetener
Negotiating with Sweet Leaf Tea

Chapter 5: Supply, Distribution and Regulatory Policy

United States Sugar Policy

Economic Research Service Briefing on Sugar and Sweeteners Policy

Changes Mandated By 2007 Farm Bill

Sugar Ethanol Program Controversial

Results of NAFTA Implementation Unpredictable

USDA Sets Sugar Program Allotments for FY 2008

Sugar Beet, Sugar Cane and Corn Farming in the United States

Figure 5-1: United States Sugar Map, 2007

Farmers Use Cooperatives for Refining, Marketing

Sugar and Honey Supply Three Significant Markets

Table 5-1: U.S. Sugar Deliveries for Human Consumption, by Type of User, 2007

Table 5-2: U.S. Sugar Deliveries by Percentage of User Type, 2007

Corn Syrup Primarily Used in Beverage and Food Processing

Deliveries of High-Fructose Corn Syrup Down Slightly in First, Second Quarters 2008

Regulatory Framework for Non-Nutritive Sweeteners

Proposed Rule Becomes Interim Policy for GRAS Notification Procedure

Five Artificial Sweeteners Currently Approved

High-Intensity Sweeteners Marketed to Consumers, Manufacturers, Foodservice

Sugar Alcohols Also Regulated by FDA; Labeling Care Required

FDA Allows Tooth Health Claim with Polyols

Sugar Alcohols Primarily Sold to Manufacturers, With One Exception

Stevia Derivatives Launched with GRAS Self-Affirmations

Chapter 6: New Products and Trends

Chapter Highlights

Trends Overview

The Stevia Gamble

Natural is Good, Low-Glycemic Even Better

New Natural Sweetener Product Introductions: Stevia, Agave, Evaporated Cane Juice

Whole Earth Sweetener Co. Presents PureVia

Truvia Uses Traditional Sachet Packaging

SweetLeaf Repositions from Supplement to Sweetener

Weider Global Nutrition Markets Sweete Stevia Product

Other 2008 Stevia Introductions in Supplement, Personal Care Categories

Agave Product Introductions Likely to Include Organic, Vegan Tags

Table 6-1: Product Tags Used With New Agave F&B Product Introductions (more than one tag may be used with a product line)

Madhava Honey Introduces Flavored Agave Nectar

Agave Sweetener Targets Hispanic At-Risk Population, Uses Spanish- Language Labeling

Honest Tea Uses Agave in New Ready-to-Drink Tea Flavors

Low-Glycemic Index Flavored Syrups Use Agave

Agave Ideal Sweetener for Vegan Products

Organic Dairy-Free Frozen Desserts Sweetened with Agave, Rice Syrup

Cane Juice Use Increasing in Organic, Other Products

Table 6-2: New Product Lines Using Evaporated Cane Juice (ECJ) as Sweetener

Target Goes Organic With Archer Farms Brand

Hansen’s Natural Cane Soda Puts Cane Sugar Front and Center

Gluten-Free, Dairy-Free, Cane Juice-Sweetened Decadence

Barbara’s Bakery Blends Fiber, Cane Juice, Organic in Cereal for Kids

Safeway Offers Private Label Organic ECJ

Specialty Sugars Sweeten Gourmet Market

High-Fructose Corn Syrup Still in Use

Table 6-3: New Product Lines in Food and Beverage Categories Using High Fructose Corn Syrup as Sweetener

New Products and Trends in Polyols

Xylitol Most Often Appears in Chewing Gum

Erythritol Sold As Stand-Alone Sweetener

ZSweet: Z Stands for Zero

Wholesome Sweeteners Organic Zero is 100% Erythritol

Lakewood Juices Uses No Sugar Added Claim

New Products and Trends in Non-Nutritive Artificial Sweeteners

Energy Drinks Lead in New Product Introductions With Sucralose

Table 6-4: New Product Lines in Food, Beverage, Personal Care Using Sucralose (brand name Splenda) as Sweetener

Wegman’s Private Label Juice Beverages “Sweetened With Splenda”

Pillsbury Creates Brownie Mix, Cake Mix with Splenda

McNeil Nutritionals Offers Splenda “Minis”

Aspartame in the Middle

NutraSweet Launched as Tabletop Sweetener

Saccharin Still in Use. . . For Toothpaste

Advertising and Marketing Trends

Corn Sweetener Advocates Aim to “Surprise”

“No HFCS” Claims On the Rise

Advocacy Group Battles HFCS-Natural Link

Rudi’s Organic Bakery Launches No HFCS Campaign, Says Parents Avoid It

Low Calorie Claims Up, Low/Less/No Sugar Still Frequent

Table 6-5: Sugar/Calorie Claims on New Product Introductions, 2004-2008 (Year to Date)

Table 6-6: FDA Definitions for Sugar Content Claims of Food

Low Glycemic Claims Making Headway

Non-Nutritive Sweeteners Do Battle, Spend Money on Advertising

Splenda Settles Advertising Lawsuit, Changes Positioning

Sweet ‘N Low Enlists Regis Philbin

Chapter 7: The Consumer

Chapter Highlights

Market Driver: Obesity and Overweight

Definitions of Overweight and Obese

In 2007, 25.6% of American Adults Self-Report as Obese

Obesity and Overweight Rates Level for Children, Teens

Poll Says Obesity No. 1 Concern About Kids’ Health

Sugar vs. High-Fructose Corn Syrup for Kids

How the Overweight/Obesity Driver May Affect Consumer Behavior

Market Driver: Diabetes

Diabetes Affecting Nearly 24 Million Americans

Table 7-1: Estimated Prevalence of Diagnosed and Undiagnosed Diabetes in People Age 20 Years or Older, By Age Group, United States, 2007

Table 7-2: Estimated Number of New Cases of Diagnosed Diabetes in People

Age 20 Years or Older, By Age Group, United States, 2007

Low Glycemic Index Foods and Diabetes

2006 Low Glycemic Index Foods and Beverages Reached $350 Million

Market Driver: Ingredient Awareness

Consumer Attitudes on Knowing Sweetener Ingredients, Artificial Sweeteners

Table 7-3: Consumer Attitudes: Importance of Knowing Sweeteners, “When you are purchasing food and beverages, how important is it for you to know what sweeteners are used?”

Table 7-4: Consumer Attitudes: Safety of Artificial Sweeteners, “How safe do you think artificial sweeteners are?”

Table 7-5: Consumer Attitudes: Concern Over Usage of Artificial Sweeteners, “How concerned are you regarding the amount of artificial sweeteners you and your family consume?

Food & Health Survey Finds Concerns About Both Sugar and Sweetener Use

Table 7-6: Perceptions About Sugar in a Healthy Diet, “As far as you know, which of the following statements, if any, are true? Check all that apply.”

Table 7-7: Concern With Amount and Type of Sugar

Some Survey Respondents Reducing Sweetener Use

Table 7-8: Low-Calorie Sweetener Consumption Trends [IF AWARE] Please indicate whether you are trying to consume more or less of the following:

Younger Women Scrutinize Labels for Calories, Fat, Sugar

Table 7-9: Which Sweeteners Concern Mothers?

Professor Says Sugar Not Related to ADHD or Behavior

More Consumers Read Labels, Look for Sugar

Figure 7-1: Responses to “I Always Check Food Labeling For the Content or Amount of the Following”

Market Driver: Organic

Organic Offers Alternative to Genetically Modified Sugar Beets

Simmons Market Research Data on Sugar and Sweetener Purchases and Attitudes

Most Households Buy Sugar, Use Less Than 1 Pound Each Month

Table 7-10: Percentage of U.S. Households Using White Granulated Sugar

Store Brands Most Often Purchased

Table 7-11: White Granulated Sugar Brands Most Often Purchased by Households

Largest Group of Sugar-Buying Households Use Less Than One Pound Per Month

Table 7-12: White Granulated Sugar Amounts Used in Past 30 Days

Homemakers With Children Use Most Sugar

Percent of Households Using Sugar Substitutes/Artificial Sweeteners is Stable

Table 7-13: Percent of U.S. Households Using Sugar Substitutes/Artificial Sweeteners, by Full Year Period

Table 7-14: Sugar Substitute/Artificial Sweetener Brands Most Often Purchased by Households

Table 7-15: Sugar Substitute/Artificial Sweetener Brands Most Often Purchased, by Full Year Period, Spring 2004-Winter 2008

Artificial Sweetener Users Most Often Use 3 Packets or Fewer

Table 7-16: Sugar Substitute/Artificial Sweetener Used in Average Day, By Percent of Total Households (Full Year Period, Winter 2008)

Highlights of Consumer Attitude Survey Questions

Guilt Likely to Drive Artificial Sweetener Use

Table 7-17: Consumers Much More Likely than Average to Strongly Agree with Statement: “I feel guilty when I eat a lot of sweets”

Table 7-18: Consumers Much Less Likely than Average to Strongly Agree with Statement: “I feel guilty when I eat a lot of sweets”

Artificial Sweetener Users Highly Aware of Calories

Table 7-19: Consumers Much More Likely than Average to Strongly Agree with Statement: “I eat what I like regardless of calories.”

Table 7-20: Consumers Much Less Likely than Average to Strongly Agree with Statement: “I eat what I like regardless of calories.”

Users of Artificial Sweeteners Are Calorie Counters

Table 7-21: Consumers Much More Likely than Average to Strongly Agree with Statement: “I normally count calories in the foods I eat.”

Table 7-22: Consumers Much Less Likely than Average to Strongly Agree with Statement: “I normally count calories in the foods I eat.”

Organic, Natural Shoppers Also Those Using Most or Least Sugar

Table 7-23: Consumers Much More Likely than Average to Strongly Agree with Statement: “When shopping for food, I look for natural/organic products.”

Table 7-24: Consumers Much Less Likely than Average to Strongly Agree with Statement: “When shopping for food, I look for natural/organic products.”

Appendix: Addresses of Select Marketers

800.298.5294

Int'l: +1.240.747.3095

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