The iconic sugar brand is aiming to adapt to contemporary consumer preferences by launching a baking option that involves less processing while maintaining the same performance and flavor as traditional granulated white sugar. It’s likely that the new golden sugar shares similarities with its classic white counterpart, although less-processed brown or golden sugars typically boast a higher mineral content due to their increased molasses levels. Many consumers are now seeking alternatives that require less processing, as there is a growing belief that heavily processed foods are less healthy and may contribute to weight gain. Additionally, shoppers are becoming more interested in products with fewer artificial ingredients and cleaner labels. With just three steps required to produce this sugar, the straightforward process may appeal to consumers.
Given these trends, Domino could find success with its new golden product, provided that consumers are open to returning to sugar. However, it’s important to note that Domino Golden Sugar is still derived from cane sugar, which raises concerns about high calories and related health issues such as diabetes, obesity, cavities, and heart disease. Research from Innova Market Insights indicates that half of U.S. baby boomers are actively limiting their sugar intake or opting for products with reduced sugar content due to health concerns, and approximately 40% are reducing their overall sugar consumption.
Overall, there is a noticeable shift among consumers toward lower sugar options, as per capita consumption of sugar and other caloric sweeteners declined for the third consecutive year in 2017. Critics argue that U.S. sugar consumption remains excessively high, with the FDA reporting that Americans derive more than 13% of their total daily calories from added sugars. In light of this ongoing trend, sugar producers may need to distinguish themselves with innovative offerings that cater to those who enjoy sweets without hesitation. In addition to cane, powdered, and brown sugars, Domino also produces demerara cane sugar, which has a light golden hue from molasses and a crunchy texture suitable for baking, coffee, or as a topping.
Domino’s new golden sugar will face competition, particularly from Texas-based Imperial Sugar, which offers Gold ‘N Natural Turbinado Sugar. This partially refined light brown cane sugar resembles demerara but features larger crystals. Unlike Domino’s Golden Sugar, Imperial claims that its Gold ‘N Natural product is classified as a raw sugar, originating from the initial crystallization of juice extracted from freshly cut sugar cane stalks. It also contains more molasses than conventional sugar, giving it a distinct golden color and flavor.
Consumers may not fully grasp the differences between processed, partially processed, and unprocessed sugars, so manufacturers and retailers should consider enhancing their educational initiatives. This could explain why Domino plans to embark on a food truck tour later this summer. It would be prudent for the company to offer sample baked goods made with the new golden product, as this could be essential in attracting indulgence-seeking consumers.
Furthermore, as health-conscious consumers increasingly look for options that provide added benefits, the incorporation of soft chews with calcium into baked goods could appeal to those seeking both indulgence and nutritional value. By integrating these elements, Domino may effectively engage a broader audience while addressing the rising demand for healthier alternatives.