Consumer demand for all-natural sweeteners keeps growing. The category is up 8 percent according to the SPINS scan. Agave, which is 1.4 times sweeter than sugar, has been a driving force in the overall growth of the sweetener industry. Agave-based sweeteners sold nearly $17.8 million in the past year, an increase of 46%.
The U.S. company Madhava Natural pioneered the natural sweetener market starting in 1973 with its pure honey produced on a farm just outside of Boulder, Colorado. The company has been at the forefront of the natural sweetener industry, offering other sustainable alternatives like organic agave nectar to the highly processed sugars. Madhava’s newest introduction, organic coconut sugar, promises to be another popular option for people looking for nutritious and delicious all-natural sweetener alternatives.
Coconut sugar has been used for thousands of years as a traditional sweetener in South East Asia where the coconut tree is plentiful and sustainable. And it's gaining popularity in Europe and the USA, where it went up 250 percent over the past 12 months, according to SPINS scanner data in the Natural Retail Channel.
“Consumers today are savvy about the foods they eat, which continues to drive growth,” said Victoria Hartman, executive vice president of sales and marketing. "They want to enjoy pure, natural, unrefined foods that offer real nutrients and not just empty calories or chemicals. Madhava is committed to meeting that need with a variety of sweeteners that are both delicious and nutritious.”