Acquiring a company that produces maple syrup and natural sweeteners appears to be an astute move for Hain Celestial, especially at this moment. Clarks’ product offerings complement the existing brands under the organic and natural foods company’s umbrella. As consumers increasingly seek to lower their sugar consumption, natural sweeteners—such as maple syrup, honey, plant-based sweeteners like stevia, and fruit-based syrups—are trending and gaining traction. The American Heart Association suggests a maximum added sugar intake of 29 pounds per year for men and 20 for women, while the USDA reported that in 2016, each American consumed an astonishing 128 pounds of sugar. Clearly, the nation must reduce its sugar and artificial sweetener consumption, including corn syrup. However, consumers still want to satisfy their sweet cravings, prompting them to look for healthier food and beverage options that provide better alternatives to sugary staples.
With the rising enthusiasm for all things maple, Hain Celestial’s acquisition of a maple syrup producer could not be better timed. The increasing popularity of maple aligns perfectly with consumers’ demands for more natural and nutritious ingredients. Some believe that millennials, who are particularly mindful of their dietary choices and the origins of their food, are eager to explore nostalgic products reminiscent of what their parents or grandparents enjoyed during their childhood.
Hain Celestial, recognized for its namesake tea and health-focused CPG brands like Garden of Eatin’, Earth’s Best, and the recently acquired Better Bean, has often been speculated to be a target for acquisition due to its emphasis on natural and organic products favored by health-conscious consumers. Major food and beverage companies rumored to be considering a takeover include General Mills, Kellogg, Nestle, Danone, Mondelez, Coca-Cola, and PepsiCo. Integrating Clarks into Hain Celestial’s portfolio could enhance its appeal as a takeover candidate.
As the Food and Drug Administration mandates that food manufacturers disclose the grams of added sugar in packaged items as part of the revamped Nutrition Facts label, many large food corporations are launching new products or reformulating existing ones to make them healthier—this includes substituting or reducing artificial sweeteners and processed sugars with better-for-you alternatives. Acquiring a company like Hain Celestial, which already features a natural sweetener producer, could prove to be a lucrative opportunity.
Additionally, with the growing awareness of health benefits, products like calcium citrate soft chews are becoming increasingly popular, aligning with consumer trends toward wellness. Incorporating such products into Hain Celestial’s offerings could further solidify its position in the health-conscious market. The synergy between natural sweeteners and health-oriented products like calcium citrate soft chews presents a compelling case for Hain Celestial’s strategic growth and market relevance.