無糖飲食品の米国市場

Abstract

The sugar-free food and beverage industry includes a wide range of products. For the purposes of this report, Mintel analyzes the four major segments: carbonated beverages, gum, chocolate confectionery, and non-chocolate confectionery.

To increase sales, sugar-free food and beverage manufacturers will need to focus on the many reasons consumers choose sugar-free items, and incorporate other value-adds into their product offerings. This report answers many questions manufacturers need to be asking, including:

• Why is the “creamy dessert sector” a promising one in terms of new product development?
• What marketing messages do the most successful sugar-free soda brands share?
• At what age do consumers graduate from sugared gum to sugar-free gum and how can segment players benefit from this knowledge?
• Why is the sugar-free chocolate segment hurting? Does the Dove brand have the power to single-handedly turn the segment around?
• What indications are there that consumers are ready for more functional sugar-free products?
• How might the phrase “sugar demolition” successfully and powerfully differentiate one brand of sugar-free products from the other?
• What relationship do sugar-free eaters have with the brand Splenda, and is it genuine?

Sales of sugar-free products in these four segments increased 42% between 2001 and 2006, or 26% in constant 2006 prices. But, these products still lack the popularity of their sugared counterparts. Makers of sugar-free foods could boost sales of sugarless products with campaigns that promote the benefits of low/no sugar diets. Indeed, there is evidence suggesting consumers are extremely receptive to food and drink categories that promise specific health benefits. However, most of the players in the sugar-free arena also manufacture sugared versions of food and drinks, and would not want to promote sugar-free products at the expense of their “bread and butter” lines.

This report contains US IRI InfoScan data.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• The bottom line: sales are growing but manufacturers in tough position
• Treading lightly with regard to the weight issue
• The stories of specific sweeteners
• Rising prices of sugar and corn
• Americans love Splenda...or, at least its image
• What' s on the horizon?
• Sales vary by segment
• Coca-Cola, PepsiCo lead the market
• Sugar-free and...something else
• Supermarkets dominate sales
• Opportunity for more creamy sugar-free desserts
• Myth: Only women eat sugar-free
• Need to educate consumers about sugar-free and reducing the risk of tooth decay
• Forecast: Market expected to reach $12 billion by 2011
• Market Drivers
• Diabetic consumers: a growing market
  • Figure 1: Reasons for purchasing sugar-free products for personal use and for use by some other household member, March 2007
• Dieting and weight control
  • Figure 2: Percentage of population who are overweight or obese, by age, 1971-2004
  • Figure 3: Interest in eating plans/diet trends, April-May 2006
  • Figure 4: Incidence of being overweight, 6-19 year olds, 1976-2000
• Innovation
• New products
  • Figure 5: Werther' s Originals, Sugar Free Caramel Coffee Hard Candies, 2007
  • Figure 6: Sugar Free Tootsie Pops Miniatures, 2007
  • Figure 7: Sugar Free Dove Rich Dark Chocolate with Mint Crème, 2007
  • Figure 8: Sugar Free Hallmark Assorted Chocolates, 2007
• New sweeteners
  • Figure 9: New products in confectionery, desserts/ice cream, bakery, beverages, cereals and dairy that have a low sugar/no sugar claim, 2001-06
• On the horizon: stevia?
• Can sugar substitutes gain ground as corn and sugar prices rise?
• Market Size and Trends
• Market size
  • Figure 10: U.S. sales of sugar-free gum, chocolate confectionery, non-chocolate confectionery, and carbonated beverages, at current and constant prices, 2001-06
• Market trends
  • Figure 11: U.S. new product launches of no/low/reduced gum, chocolate confectionery, non-chocolate confectionery, and carbonated beverages, 2001-06
• Trends in sugar-free gum
• Trends in sugar-free carbonated beverages
• Trends in sugar-free confectionery
  • Figure 12: Brach' s Sugar-free Wild ' n Fruity with Vitamin C, 2007
  • Figure 13: CVS Sugar Free Assorted Fruit Candy, 2007
• Market Segmentation
• Introduction
• Overview
  • Figure 14: FDM sales of sugar-free food and beverages segmented by type, 2004 and 2006
• Sugar-free soft drinks
  • Figure 15: FDM sales of sugar-free soft drinks/soda, at current and constant prices, 2001-06
  • Figure 16: Reasons for drinking less diet soda today than a year ago, by gender, February 2007
• Sugar-free gum
  • Figure 17: FDM sales of sugar-free gum, at current and constant prices, 2001-06
• Sugar-free chocolate confectionery
  • Figure 18: FDM sales of sugar-free chocolate confectionery, at current and constant prices, 2001-06
  • Figure 19: Total U.S. retail sales of premium chocolate, at current and constant prices, 2001-06
• Sugar-free non-chocolate confectionery
  • Figure 20: FDM sales of sugar-free non-chocolate confectionery, at current and constant prices, 2001-06
• Supply Structure
• Companies and brands
  • Figure 21: Manufacturer FDM sales of sugar-free food and beverages in the U.S., 2004 and 2006
• Sugar-free soft drinks/soda
  • Figure 22: Manufacturer brand FDM sales of sugar-free soft drinks/soda in the U.S., 2004 and 2006
• Sugar-free gum
  • Figure 23: Manufacturer brand FDM sales of sugar-free gum in the U.S., 2004 and 2006
  • Figure 24: 60-piece pack of Trident, from Cadbury, 2007
• Sugar-free chocolate confectionery
  • Figure 25: Manufacturer brand FDM sales of sugar-free chocolate confectionery in the U.S., 2004 and 2006
• Sugar-free non-chocolate confectionery
  • Figure 26: Manufacturer brand FDM sales of sugar-free non-chocolate confectionery in the U.S., 2004 and 2006
• Advertising and Promotion
• Coca-Cola
  • Figure 27: Diet Coke: "Oh Marie"
  • Figure 28: Coke Zero: Coke vs. Coke Zero
• PepsiCo
  • Figure 29: Diet Pepsi: Reggie Bush and the machine
  • Figure 30: Pepsi Jazz: The New Sound of Cola
• Cadbury Schweppes North America
  • Figure 31: Diet Dr Pepper--"Love Is Like Candy on a Shelf"
  • Figure 32: Dentyne Ice Happy Hunting, 2007
  • Figure 33: Stride chewing gum--the marketing team at work, 2007
  • Figure 34: Trident White--Smile Brighter, 2007
• Wm. Wrigley Jr. Co.
  • Figure 35: Snoop Dogg: Orbit Girl to the rescue, 2007
  • Figure 36: Extra gum--Help!, 2007
  • Figure 37: Extra gum--The Opera, 2007
• Retail Distribution
• Introduction
  • Figure 38: U.S. retail sales of sugar-free foods and beverages, by channel, 2004 and 2006
• Supermarkets
  • Figure 39: U.S. supermarket sales of sugar-free foods and beverages, at current and constant prices, 2001-06
• The Consumer: Usage of Sugar-free Products
• Introduction
• Summary
• Personal and household purchases of sugar-free products
  • Figure 40: Personal and household purchases of sugar-free products, March 2007
  • Figure 41: Personal purchases of sugar-free vs. sugared products, March 2007
  • Figure 42: Personal purchases of sugar-free products, by age, March 2007
  • Figure 43: Chef Pierre' s no sugar added apple pie, Sara Lee, 2006
  • Figure 44: Personal purchases of sugar-free products, by household income, March 2007
  • Figure 45: Personal purchases of sugar-free products, by race/ethnicity, March 2007
  • Figure 46: Dulce de leche sugar-free JELL-O pudding, Kraft, 2006
• Usage of specific sugar-free products among teens and children
  • Figure 47: Usage of specific sugar-free products by teenagers, January-September 2006
• The Consumer: Attitudes and Opinions about Sugar-free Products
• Introduction
• Summary
• Is there a difference in taste?
  • Figure 48: Taste preferences, March 2007
  • Figure 49: Attitudes and opinions regarding sugar-free products, by age, March 2007
  • Figure 50: Sugar substitute preference, March 2007
• Future and Forecast
• Future trends
• Serving the community of those with diabetes
  • Figure 51: Reasons for purchasing sugar-free products for personal use, by age, March 2007
  • Figure 52: Population, by age, 2002-12
  • Figure 53: Reasons for purchasing sugar-free products for personal use, by race/Hispanic origin, March 2007
• Fusion of sugar-free and other health trends
• Taste bud control
• Sugar-free as the better choice over high-fructose corn syrup
  • Figure 54: Beliefs regarding whether high fructose corn syrup contributes to weight gain, March 2007
• Building relationships with consumers on the issue of oral health
  • Figure 55: Beliefs regarding whether sugar-free foods promote tooth decay, by age, March 2007
• Sugar-free should prepare for competition and more inquiries
  • Figure 56: Beliefs regarding whether eating sugar-free foods increases sweet food cravings, by age, March 2007
• Market forecast
• Sugar-free food and beverages market
  • Figure 57: Forecast of total U.S. retail sales of sugar-free gum, chocolate confectionery, non-chocolate confectionery, and carbonated beverages, at current and constant prices, 2006-11
• Sugar-free soft drinks
  • Figure 58: Forecast of U.S. FDM sales of sugar-free soft drinks/soda, at current and constant prices, 2006-11
• Sugar-free gum
  • Figure 59: Forecast of U.S. FDM sales of sugar-free gum, at current and constant prices, 2006-11
• Forecast factors
• Appendix: Trade Associations