MarketWatch reported granulated sugar sales hit a 3-year high of $1.69 billion in 2012, which demonstrates a 15% increase since 2009, according to new data from Information Resources Inc (IRI). On the other hand, artificial sweetener sales for companies like Splenda, Sweet'N Low and Equal fell over the same period.
As reported by MarketWatch, Splenda, an artificial sweetener containing sucralose, debuted in 1999 and became popular among brands like Cola-Cola and various candy manufacturers. Now, the sugar substitute's sales have experienced a 40% drop to $278 million since 2009, likely due to tough competition.
The zero-calorie Sweet'N Low brand also fell a significant amount to $73.6 million, a 16% decrease since 2009. According to MarketWatch, this brand has also been hit hard by the competition.
Equal contains aspartame and often appears in diet sodas. Retail sales for the sweetener fell 23% to $44.8 million in 2009, and according to Agiimaa Kruchkin, industry analyst at IBISWorld, sales will continue to fall between now and 2017.
While other sugar alternatives experience hardship, Stevia experienced U.S. retail sales of $92 million through its brand Truvia—up 289% since 2009. Because the substance is extracted from the leaves of a plant in South and Central America, Stevia claims a more natural lineage.
