Abstract
Conventional vs. alternatives
Few food ingredients have garnered as much attention or been more influenced
by the latest food fads than sweeteners. This is partly because we consume so
much of them, nearly $12 billion in 2008, but also because all sweeteners have
some significant flaw, whether it be health concerns, taste or cost. For the
most part, sugar and high-volume corn sweeteners such as high fructose corn
syrup (HFCS) remain the dominant products, with sugar benefitting more
recently from its rebranding as a pure, natural product (and by lower costs
than HFCS). But sugar and HFCS are increasingly challenged by alternative
sweeteners, which target consumers that want to reduce their caloric intake or
who are concerned about diseases such as diabetes.
Alternative sweeteners are expected to account for 12 percent of the market by
2013 (totalling $1.3 billion), with growth driven by strong advances for
established products like sucralose and by the development of new products
like stevia extract. While the large, but now slowgrowing carbonated soft
drink market has been the key focus of alternative sweetener suppliers in the
past, growth in other food applications will become more critical to future
success. That success also depends on the development of products with better
taste profiles than the existing leading brands and a continued reduction of
sweetener costs.
Record of success
To date, the great successes for alternative sweeteners have been in diet soft
drinks, sugarless gum, and tabletop sweetener products. Diet soft drinks have
gained a third of the market, mainly because aspartame and ace-K have found
consumer favor as an alternative to sugar and HFCS, building on a much smaller
share of the market held by drinks sweetened with saccharin. Sugarless gum now
outsells sugared gum, as blends of polyols and high-intensity sweeteners such
as sucralose and ace-K can be combined to provide the right combination of
bulk, texture, flavor profile and sweetness. The tabletop segment has long
been receptive to alternative sweeteners. Saccharin retains a presence there
and, more recently, sucralose has become dominant in the tabletop market.
Natural alternatives such as reb-A and agave nectar are also gaining market
presence.
Hope for the future
In other potential markets, adoption of alternative sweeteners has been
slower. Although they can deliver the requisite sweetness for nearly any food
or beverage application, they have generally fallen short in one way or
another. Some are insufficiently stable when heated, limiting their use in
baked goods and other processed foods, while others have an unpleasant
aftertaste. And few alternatives successfully mimic the other physical
properties beyond sweetness that make sugar a nearly indispensible ingredient
in many food items. In some cases, the reasons for sluggish growth are less
readily explained.
Sucralose has not made a significant dent in the carbonated soft drink market,
which remains by far the largest single outlet for alternative sweeteners. In
contrast, ace-K is not widely used in applications outside of soft drinks.
Stevia and its extracts will benefit from efforts to promote it as a natural
alternative to other high intensity sweeteners, but offtastes remain.
Study coverage
Details on these and other key findings are contained in Alternative
Sweeteners, a new Freedonia industry study presents historical demand data
1998, 2003, 2008) plus forecasts for 2013 and 2018 by product and market. In
addition, the study assesses key market environment variables, evaluates
market share data and profiles 36 competitors in the US industry.
This study can help you:
- Determine your market & sales potential
- Learn more about industry competitors
- Assess new products & technologies
- Identify firms to merge with or acquire
- Complement your research & planning
- Gather data for presentations
- Confirm your own internal data
- Make better business decisions
Freedonia' s methods involve:
- Establishing consistent economic and market forecasts
- Using input/output ratios, flow charts and other economic methods to
quantify data
- Employing in-house analysts who meet stringent quality standards
- Interviewing key industry participants, experts and end users
- Researching a proprietary database that includes trade publications,
government reports and corporate literature
Table of Contents
INTRODUCTION
I. EXECUTIVE SUMMARY
II. MARKET ENVIRONMENT
- General
- Demographic Trends
- Macroeconomic Overview
- Consumer Spending
- Dietetic Food Overview
- Health Overview
- Diabetes
- Obesity & Dieting
- Pricing & Product Mix
- Regulatory Overview
- International Activity
- Foreign Trade
III. SWEETENER OVERVIEW
- General
- Conventional Sweetener Overview
- Sucrose
- Corn Sweeteners
- High Fructose Corn Syrup (HFCS)
- Other Corn Sweeteners
- Other Conventional Sweeteners
- Sugar Equivalency
IV. PRODUCTS
- General
- High Intensity Sweeteners
- Aspartame
- Sucralose
- Saccharin
- Acesulfame Potassium (Ace-K)
- Neotame
- Polyols
- Sorbitol
- Mannitol
- Xylitol
- Maltitol
- Erythritol
- Other Polyols
- Other Alternative Sweeteners
- Stevia
- Agave Nectar
- All Other
V. MARKETS
- General
- Food
- Food Industry Overview
- Alternative Sweetener Demand
- Tabletop Sweeteners
- Tabletop Sweetener Overview
- Alternative Sweetener Demand
- Candy & Confections
- Candy & Confections Outlook
- Alternative Sweetener Demand
- Chewing Gum
- Chocolate Candy
- Other Candy & Confections
- Dairy Products
- Dairy Product Overview
- Alternative Sweetener Demand
- Ice Cream
- Yogurt
- Other Dairy Products
- Other Food Products
- Beverages
- Beverage Industry Overview
- Alternative Sweetener Demand
- Carbonated Soft Drinks
- Carbonated Soft Drink Overview
- Alternative Sweetener Demand
- Other Beverages
- Other Beverage Overview
- Alternative Sweetener Demand
- Personal Care Products
- Personal Care Product Overview
- Alternative Sweetener Demand
- Pharmaceuticals
- Pharmaceutical Industry Overview
- Alternative Sweetener Demand
VI. INDUSTRY STRUCTURE
- General
- Market Share
- Formulators
- Competitive Strategies
- Cooperative Agreements
- Research & Development
- Marketing
- Distribution
COMPANY PROFILES
- Ajinomoto Company Incorporated
- Alberto-Culver Company
- Alcan Incorporated, see Rio Tinto
- Archer-Daniels-Midland Company
- Arnhem Group
- BENEO-Palatinit, see Suedzucker
- Cargill Incorporated
- Celanese Corporation
- Corn Products International Incorporated
- CSM NV
- Cumberland Packing Corporation
- Danisco A/S
- JMC Corporation
- Johnson & Johnson
- Makhteshim-Agan Industries Limited
- MC-TOWA International Sweeteners Company
- Limited, see Mitsubishi
- McNeil Nutritionals LLC, see Johnson & Johnson
- Merisant Company
- Mitsubishi Corporation
- NOW Health Group Incorporated
- NutraSweet Company
- Nutrinova Nutrition Specialties & Food Ingredients
- GmbH, see Celanese
- Pharmed Medicare Private Limited
- PMC Global Incorporated
- PureCircle Limited
- Rio Tinto Group
- Roquette Freres SA
- San Fu Chemical Company Limited
- Suedzucker AG
- Sugar Foods Corporation
- Tate & Lyle plc
- United American Industries Incorporated
- Whole Earth Sweetener Company LLC, see Merisant
- Other Companies Mentioned in Study
LIST OF TABLES
SECTION I -- EXECUTIVE SUMMARY
SECTION II -- MARKET ENVIRONMENT
- Population & Households
- Macroeconomic Indicators
- Personal Consumption Expenditures
- Diabetes & Obesity Conditions
- Selected Alternative Sweetener Prices
SECTION III -- SWEETENER OVERVIEW
- Sweetener Demand by Type & Market
- Conventional Sweetener Demand by Type
- Sucrose Demand by Market
- Corn Sweetener Demand by Type & Market
- High Fructose Corn Syrup (HFCS) Demand by Type & Market
- Other Corn Sweetener Demand by Type & Market
- Other Conventional Sweetener Demand by Type
- Sugar Equivalency
SECTION IV -- PRODUCTS
- Alternative Sweetener Demand by Type
- High Intensity Sweetener Demand by Type
- Aspartame Demand by Market
- Sucralose Demand by Market
- Saccharin Demand by Market
- Acesulfame Potassium (Ace-K) Demand by Type
- Neotame Demand by Market
- Polyol Demand by Type
- Sorbitol Demand by Market
- Mannitol Demand by Market
- Xylitol Demand by Market
- Maltitol Demand by Market
- Erythritol Demand by Market
- Other Polyol Demand by Market
- Other Alternative Sweetener Demand by Type & Market
SECTION V -- MARKETS
- Alternative Sweetener Demand by Market
- Food Shipments
- Food Markets for Alternative Sweeteners
- Tabletop Market for Alternative Sweeteners
- Candy & Confection Shipments
- Candy & Confection Market for Alternative Sweeteners by Application & Type
- Chewing Gum Market for Alternative Sweeteners
- Chocolate Candy Market for Alternative Sweeteners
- Other Candy & Confection Market for Alternative Sweeteners
- Dairy Product Shipments by Type
- Dairy Market for Alternative Sweeteners by Application & Type
- Other Food Markets for Alternative Sweeteners by Application & Type
- Beverage Production
- Beverage Markets for Alternative Sweeteners
- Carbonated Soft Drink Production
- Carbonated Soft Drink Market for Alternative Sweeteners by Type
- Other Beverage Production
- Other Beverage Markets for Alternative Sweeteners by
- Application & Type
- Cosmetic & Toiletry Supply & Demand
- Personal Care Product Market for Alternative Sweeteners by Type
- Pharmaceutical Shipments
- Pharmaceutical Market for Alternative Sweeteners
SECTION VI -- INDUSTRY STRUCTURE
- US Alternative Sweetener Sales by Company, 2008
- Selected Cooperative Agreements
LIST OF CHARTS
SECTION III -- SWEETENER OVERVIEW
- Sweetener Demand by Market, 2008
- Conventional Sweetener Demand by Type, 2008
SECTION IV -- PRODUCTS
- Alternative Sweetener Demand by Type: Volume & Value, 2008
- High Intensity Sweetener Demand by Type, 2008
SECTION V -- MARKETS
- Alternative Sweetener Demand by Market, 2008
- Food Markets for Alternative Sweeteners, 2008
- Alternative Sweetener Market Share, 2008
