Described by some as “toxic” and compared to tobacco in terms of the danger it poses to public health, sugar—especially white granulated sugar—has been pegged as the culprit when it comes to obesity, heart disease and rising rates of diabetes. A growing number of consumers are voicing concern over the amount of sugar and sweeteners in their food with 72 percent of US adults agreeing with the statement “kids eat too much sugar” and 66 percent agreeing “adults eat too much sugar,” according to a recent survey conducted by market analyst Packaged Facts.
According to researchers, despite this negative opinion, Americans still have a sweet tooth. When it comes to sugar and sweetener purchases for home use, some consumers are attempting to curb overall consumption and others are switching to types of sugar and alternate caloric sweeteners perceived as offering positive benefits, such as less refined, organic, or non-GMO sugar, honey and, more recently, coconut sugar. Honey is experiencing strong sales and volume growth. In a Packaged Facts online survey, 28 percent of consumers reported increasing their honey use over the past year or two. As a result of honey's growing popularity, consumers are becoming more interested in a wider range of varietals and different forms, such as comb honey, whipped, and more spreadable types.