Processed Maple-Flavoured Syrup-American Eating Trends
-CONSUMPTION DEMOGRAPHICS
Over 80% of Americans ate processed maple-flavoured syrup at least once in the past year. However, 28% of Americans reported consuming the product on a regular basis, up from 23.6% in 2005.
Amongst those that do consume processed maple-flavoured syrup, it is consumed an average of once a week.
However, data released by the United States Department of Agriculture (USDA) indicates that consumption of caloric corn sweeteners (including high fructose corn syrup [HFCS], a primary ingredient in processed maple-flavoured syrup) fell from 81.8 lbs per capita in 2000 to 65.7 lbs in 2009 (2011).
According to Mintel, “syrup manufacturers have been too slow to modify products in response to the increasingly negative attitudes towards HFCS. Consumers are looking for product versatility when it comes to sweeteners, along with a return to more natural and better for you alternatives,” (2010).
Core Markets (at least 20% above the average consumption rate)
Children are the top consumers, as processed maple-flavoured syrup consumption declines with age.
Households with annual incomes of US$10,000-US$20,000 and US$60,000-US$70,000.
Black and Hispanic consumers.
Residents of the Mid-Atlantic and Mountain states.
Underdeveloped Markets (at least 20% below the average consumption rate)
Single people.
Households without children.
People over 55 years of age.
Asian consumers.
Residents of the New England, West-South-Central, and East-South-Central states.
