North America is one of the largest markets for tabletop sweeteners globally. The U.S. mainly dominates the tabletop sweeteners market due to factors such as the rising awareness of the benefits of healthy products and the continual introduction of new products in the market. The growing demand for healthy food options, changing customer preferences, and increasing food quality standards have prompted tabletop sweetener manufacturers to explore sugar reduction strategies using sugar substitutes.
According to the IDF Diabetes Atlas 10th Edition 2021, North America has 51 million people who have diabetes, which is expected to increase to 63 million in 2045. The increased sugar consumption has also contributed to a 42% rise in obesity prevalence in the region. Thus, the growing emphasis on reducing sugar consumption is expected to drive the demand for tabletop sweeteners in the coming years.
Moreover, according to the U.S. Department of Agriculture, sugar consumption in the U.S. was forecasted to reach 11,340 million tons by 2023, an increase from 11,295 million tons in 2022. Sugar is widely recognized as one of the primary contributors to obesity and diabetes. Thus, individuals have become increasingly conscious of their sugar consumption and are actively seeking alternatives that offer similar taste experiences without compromising on flavor. Furthermore, there is a growing trend of replacing sugar with sugar substitutes in various food and beverage products, allowing them to be marketed as sugar-free. This shift in consumer preferences presents lucrative growth opportunities for stakeholders in the tabletop sweeteners market.
In 2022, more than 37 million Americans (about one in ten) had diabetes, and around 90–95% of people had type 2 diabetes (source: Department of Health and Human Services of the United States). While the prevalence in children, adolescents, and young adults is increasing, type 2 diabetes typically affects individuals who are over the age of 45. According to the American Heart Association (AHA) statistics, in 2022, 42% of U.S. adults and 19% of children aged 2 to 19 are obese. The growing awareness of tabletop sweeteners and the aging population in the U.S. has contributed to an increased demand for tabletop sweeteners, driving the market’s growth.
The benefits of tabletop sweeteners and the growing consumer preference for healthier options have driven manufacturers to introduce sugar alternatives and embrace the sugar-free trend. For instance, in July 2022, Whole Earth Brands, Inc. (U.S.), under its brand, Swerve, launched the next generation of sugar alternative products, expanding their offerings to include sweeteners derived from monk fruit and allulose. Additionally, in July 2020, Whole Earth Brands, Inc. (U.S.) launched new Whole Earth Allulose Baking Blends.
Furthermore, Canada has one of the highest rates of diabetes. According to Diabetes Canada, in 2022, around 11.7 million Canadians lived with diabetes, of which 10% lived with diagnosed diabetes. The rising prevalence of diabetes has prompted a shift in consumer preferences toward reducing sugar intake in Canada.
Additionally, Canada has stable food & beverage retail sales. The rising demand for processed food in Canada is mainly attributed to changing meal patterns, shifting expenditures, and health & wellness trends. According to the USDA, Canada’s food and beverage retail sales in 2021 reached USD 110 billion, an increase of 1% from 2020. This increase is due to consumers moving back to pre-COVID-19 norms. In addition, a heightened awareness of health-related issues has increased interest in "clean" and natural products, including tabletop sweeteners.
North America’s major market share is attributed to the rising demand for low-calorie tabletop sweeteners from the increasing number of obese and diabetic populations and growing health & wellness concerns among consumers. Furthermore, the wide presence of prominent tabletop sweeteners offering players in the region further supports the growth of the market in the region.
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