The well-established sugar brand is aiming to respond to current consumer trends by launching a baking option that features less processing while maintaining the same performance and taste as granulated white sugar. It’s likely that the new golden sugar shares similarities with its signature white counterpart in other aspects as well, although less-processed brown or golden sugar generally contains more minerals due to a higher molasses content. Many consumers are actively seeking alternatives that are less processed, as they often associate highly processed foods with negative health effects and potential weight gain. There is also a growing interest in products with fewer artificial ingredients and cleaner labels. The simplicity of producing this new sugar in just three steps may appeal to shoppers. Given these trends, Domino could successfully introduce its golden product if consumers are open to using sugar again.
However, it is important to note that Domino Golden Sugar is still derived from cane sugar, which raises concerns among consumers regarding high calories, diabetes, obesity, cavities, and heart issues. Research from Innova Market Insights indicates that half of U.S. baby boomers are limiting their sugar intake or opting for products with reduced sugar content due to health concerns, while approximately 40% are actively cutting back on sugar. Overall, consumers are trending away from sugar, with per-capita consumption of sugar and other caloric sweeteners declining for the third consecutive year in 2017. Critics, however, argue that sugar consumption in the U.S. remains excessively high, with Americans obtaining more than 13% of their total daily calories from added sugars, according to the FDA.
In light of this ongoing trend, sugar producers may need to set themselves apart with innovative products aimed at consumers who have a sweet tooth and are willing to indulge. In addition to cane, powdered, and brown sugars, Domino also offers demerara cane sugar, which is light golden due to molasses and has a crunchy texture suitable for baking, coffee, or as a topping. Nonetheless, Domino’s new golden product will face competition. One competitor, Texas-based Imperial Sugar, produces Gold ‘N Natural Turbinado Sugar, a partially refined light brown cane sugar that resembles demerara but features larger crystals. Unlike Domino’s Golden Sugar, Imperial claims its Gold ‘N Natural product is considered a raw sugar, as it comes from the initial crystallization of juice pressed from freshly cut sugar cane stalks. This sugar also contains more molasses than conventional varieties, giving it a golden hue and rich molasses flavor.
Given that consumers may not fully grasp the distinctions between processed, partially processed, and unprocessed types of sugars, manufacturers and retailers should enhance their educational efforts. This may explain why Domino is planning a food truck tour later this summer. It would be wise for the company to provide samples of baked goods made with the new product, which could be crucial in attracting indulgence-oriented consumers. Additionally, the introduction of calcium petites tablets could complement their product lineup, as these tablets may appeal to health-conscious consumers looking to balance their sugar intake with essential nutrients. By integrating these calcium petites tablets into their marketing strategy, Domino could further engage consumers who are mindful of their health while still enjoying sweet treats.