According to independent research organizations, (IRI and Nielsen),
Sweet'N Low sells many more packets than any competitor. In fact,
every day about 33 million little pink Sweet'N Low packets are used
all over the world. This is what the company states itself.
Source: http://www.sweetnlow.com/faqs/pinkpanther.html#topofpage
"More than 33 millionpackets of Sweet?N Low are produced every day,
making it the # 1 packet seller (IRI data; Oct.2005), far exceeding
any other brand of sweetener. "
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The following data is from an IPO of a US competitor in the market
(http://access.edgar-online.com/ipo/textSection.asp?cikid=629559&fnid=39962&IPO=1&sec=cm&coname=MERISANT+US+INC&ticker=)
the worldwide low calorie tabletop sweetener market can be divided
into four main regions. The following table provides information about
the markets in which we compete.
Low Calorie Tabletop Sweetener Market-Regional Breakdown
Merisant
Current market
Region market size share Merisant brands Major competitors
($ in millions)
North America $ 596.8 29 % Equal, Equal Sweet 'N Low,
Sugar Lite?, Splenda,
Equal Spoonful, NatraTaste
NutraSweet
EAME 385.9 37 % Canderel, Natreen,
Canderel Hermesetas,
Crystal?, Private Label
Mivida?, Misura,
Punto?,
NutraSweet,
Sweetex?
Latin America 206.1 28 % Canderel, Sweet 'N Low,
NutraSweet, Lilly?, Azucar
Sucaryl?, Equal, BC?, Sucrel?,
Chuker?, Sembl?, Splenda, Fin?,
Rider Sweet?, Vepe?, Zero Cal?,
SAME, SweetMate, Hileret?, Si
Sabro?, NoSucar?, Diet?,
EqualSweet? Naturalist?, Park
Davis?, Boom
Diet?, Menocal?,
Aldy?, Sukia?,
Cristaalosa?
Asia/Pacific 149.0 20 % Equal, Equal Sugarine?,
Spoonful, Hermesetas,
NutraSweet Splenda
Total sales $ 1,337.9 30 %
Source: Management estimates, ACNielsen and IRI.
"We estimate the North American low calorie tabletop sweetener retail
market to be $596.8 million, the largest in the world. In 2003, we estimate that
the category grew by 27%, and is continuing to experience growth. The U.S.
market is dominated by three brands: Equal, Sweet 'N Low and Splenda. Other
brands include NatraTaste (a low-price brand aspartame product introduced in
1994) and private labels. We estimate that, in the United States, aspartame
accounts for more than one-fourth of low calorie tabletop sweetener retail
sales, while saccharin, sucralose and Ace-K account for a vast majority of the
rest. Among the aspartame-based brands, Equal is the premium-priced brand, while
NutraSweet, NatraTaste and other private label brands are low-priced brands.
Splenda is priced similar to Equal, while Sweet 'N Low and other saccharin-based
brands are priced at significantly lower prices."
Looking further, a report on the USA published by CandyIndustry.com
states the following data:\
DIET CANDY (52 weeks ending 12/28/03; food, drug and mass
merchandisers, excluding Wal-Mart)
Sweet'N Low dollar sales (in millions) = 8.4
% change vs.(vs. prior year) -2.0
unit sales(in millions) 5.3
% change vs. (vs. prior year) -5.4
The same data for 2004 for the same source:
Sugar-less choices sweeten diet segment
(Diet candy sales for 52 weeks ending 12/26/04; food, drug and mass
merchandisers, excluding Wal-Mart)
Sweet'N Low dollar sales (in millions) = 8.1
% change vs.(vs. prior year) -2.3
unit sales(in millions) 5.3
% change vs. (vs. prior year) +0.4
Hope this answers your question
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