Maple Syrup Trends: U.S. Retail Market Trade Brief

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Published Nov 12, 2014 | 25 Pages | Pub ID: LA5378800
Maple Syrup Trends: U.S. Retail Market Trade Brief

The information in Maple Syrup Trends: U.S. Retail Market Trade Brief is extracted from Packaged Facts’ Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 4th Edition (May 2014). Intense focus on added sugars consumption and links to obesity, diabetes and heart disease is motivating consumers to both reduce total consumption and switch to sweeteners perceived as more healthful, including conventional kitchen syrups, such as maple syrup, among others. Packaged Facts anticipates opportunities in the maple, pancake and waffle syrup segment will include more private label entrants of pure maple syrup and, especially, organic maple syrup. Providing consumers with information and instructions on ways to use maple syrup as a sweetener ingredient in cooking will help put it on a more similar footing to honey. There is, potentially, great appeal of organic maple syrup for consumers interested in sweeteners that carry a healthier halo, who want to avoid pesticides, preservatives, artificial colors and HFCS, or who seek out non-GMO foods.

Scope of Trade Brief

This trade brief strives to estimate and analyze the size, growth rates and composition of the maple syrup market in the United States, focusing specifically on the retail market for kitchen and tabletop use while also discussing major trends that are currently impacting or are expected to impact the selection and use of maple syrup for foodservice and industrial use by processors.


The information in this trade brief was obtained from both primary and secondary research. Consumer data were derived from a Packaged Facts national online consumer survey conducted in April 2014 with a panel of 2,000 U.S. adults (age 18+) balanced to the national population on the primary demographic measures of gender, age range, ethnicity, geographic region, marital status, presence or absence of children in the household and household income.

Additional consumer data were obtained from the Simmons National Consumer Survey through Fall 2013 from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

Retail sales figures credited to IRI (Chicago, IL) are based on IRI aggregated multi-outlet (MULO) sales tracking, which represents sales through U.S. supermarkets, drugstores including Walgreens, CVS and Rite Aid), mass merchandisers (Wal-Mart, Target, Kmart and Shopko), warehouse clubs (Sam’s Club and BJ’s, but not Costco), dollar stores (excluding Dollar Tree) and military commissaries.

Nine retailers in three geographic locations (Houston, TX, Minneapolis, MN, and New York and New Jersey) were visited and sugar and sweetener offerings studied in conjunction with this trade brief. A wide range of industry sources were also leveraged including interviews and discussions with industry participants and subject matter experts, sugar and sweetener company websites, videos embedded in these websites, trade publications, business newspapers and magazines, consumer blogs, financial blogs, social media, annual reports, 10Ks and press releases.

Who Will Benefit From This Trade Brief
  • Food Retailers
  • Sugar Producers
  • Manufacturers and Marketers of Zero Calorie Sweeteners
  • Honey and Maple Syrup Producers, Processors and Marketers
  • Ingredient and Agricultural Commodity Producers
  • Food and Beverage Manufacturers
  • Foodservice Operators
  • Private Label (Retail) Branding Firms
  • Advertising Agencies
  • Investment Banks
The analysis in this trade brief includes
  • U.S. retail market size projections through 2018 for:
  • Market share of leading brands and private label for each sweetener type
  • Analysis of new product introductions
  • Packaged Facts predictions for sugars and sweeteners
Trade Brief
Scope and Methodology
Report Methodology
Market Outlook
Table 1 U.S. Retail Sales of Sugar and Caloric Sweeteners, 2014(Dollar Sales and Market Share)
Table 2 IRI-Tracked MULO U.S. Retail Sugar and Caloric Sweeteners Sales and Volume, 52 Weeks Ended January 26, 2014
Overall Caloric Sweetener Market Projected to Decline Due to Lower Sugar Sales
Figure 1 Projected U.S. Retail Sales of Sugar, 2013-2018(in million $)
Figure 2 Projected U.S. Retail Sales of Caloric Sweeteners, 2013-2018 (in million $)
Market Opportunities
Conventional Kitchen Syrups
Can Maple Follow in Honey’s Footsteps?
Packaged Facts Consumer Survey on Sugars and Sweeteners
The Syrup and Molasses Category
Table 3 IRI-Tracked MULO U.S. Retail Syrups and Molasses Market Size and Growth, 52 Weeks Ended January 26, 2014 (Dollar and Volume Sales, % Change and Share of Category)
Maple Syrup
Table 4 Projected U.S. Retail Sugar and Caloric Sweeteners Market, 2014 (Dollar Sales and Market Share)
Maple Syrup Consumption
Maple Syrup Production
Table 5 U.S. Maple Syrup Production by State, 2013 (Gallons and Percent of Total Production)
Table 6 U.S. Maple Syrup Production for Retail Sale: By State, 2011-2012 Gallons and Percent of Total Production for Retail
Maple Plantations Could Boost Production Per Acre
Maple Syrup Heist Goes to Hollywood
Conventional Kitchen Syrups
Maple, Pancake and Waffle Syrup
Table 7 Top-Selling IRI-Tracked MULO Maple, Pancake and Waffle Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume and 52 Week % Change)
Figure 3 Mass-Market Share of Top-Selling Maple/Pancake & Waffle Syrup Brands, Year Ended January 26, 2014
Table 8 Top-Selling IRI-Tracked MULO Pure Maple Syrup Brands, Year Ended January 26, 2014 (Dollar Sales, Volume, 52 Week % Change, and Market Share)
New, International Grading System Debuted
Variability in Retail Assortment of Pure Maple Syrup
Innovation and Old-Fashioned Marketing Needed to Drive Maple Sales
Consumer Attitudes and Behaviors
Overall Sweetener Use, Avoidance and Added Sugars
Consumer Attitudes About Sugar and Sweeteners
Figure 4 U.S. Adult Attitudes and Beliefs About Sugar and Sweeteners, April 2014
Consumer-Reported Sweetener Use
Table 9 Use of Sugar and Sugar Substitutes: U.S. Households With Children Present vs. Without Children Present, 2013
Figure 5 U.S. Adult Use of Select Sweeteners in Last 30 Days, April 2014
Reported Sweetener Use Varies
Table 10 Percent Purchasing Sweetener Syrups, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014
Consumer Reported Changes in Sugar and Sweetener Use
Figure 6 Reported Change in Sugar Use Over Last Year or Two: U.S. Adults, April 2014 (% Now Using More, About the Same, or Less)
Figure 7 Reported Change in Sweetener Syrups Use Over Last Year or Two: U.S. Adults, April 2014 (% Now Using More, About the Same, or Less)
Honey & Conventional Kitchen Syrups

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