Acquiring a producer of maple syrup and natural sweeteners appears to be a strategic and timely decision for Hain Celestial. Clarks’ offerings not only complement the existing brands under the organic and natural foods umbrella but also tap into the growing consumer trend towards natural sweeteners. This includes maple syrup, honey, plant-based options like stevia, and fruit-based syrups, as more individuals seek ways to lower their sugar consumption. According to the American Heart Association, the recommended limit for added sugars is 29 pounds per year for men and 20 for women; however, the USDA reported that each American consumed an alarming 128 pounds of sugar in 2016. Clearly, there is a pressing need for the nation to reduce its intake of sugar and artificial sweeteners like corn syrup. Nonetheless, consumers still yearn to satisfy their sweet cravings, leading them to increasingly seek out healthier food and beverage options that provide alternatives to sugary staples.
The rising public interest in maple products makes Hain Celestial’s acquisition of a maple syrup producer exceptionally well-timed. The popularity of maple aligns perfectly with consumers’ growing demand for more natural and healthier ingredients. Speculation suggests that millennials, who are particularly mindful of their dietary choices, may also be eager to explore nostalgic flavors reminiscent of what they watched their parents or grandparents enjoy during their childhood.
Hain Celestial, recognized for its namesake tea and “healthy” consumer packaged goods (CPG) brands such as Garden of Eatin’, Earth’s Best, and the recently acquired Better Bean, has long been considered a potential target for acquisition due to its focus on natural and organic products that appeal to health-conscious consumers. Major food and beverage companies reportedly eyeing Hain Celestial for acquisition include General Mills, Kellogg, Nestlé, Danone, Mondelez, Coca-Cola, and PepsiCo. Integrating Clarks into Hain Celestial’s portfolio could further enhance its attractiveness as a takeover candidate.
The Food and Drug Administration is set to mandate that food manufacturers disclose the grams of added sugars in packaged products on the revamped Nutrition Facts label. With this deadline approaching, many large food companies are launching new products or reformulating existing ones to make them healthier for consumers, which includes reducing or replacing artificial sweeteners and processed sugars with more wholesome ingredients. Acquiring a company like Hain Celestial, which already has a natural sweetener manufacturer in its lineup, could be a lucrative opportunity.
Moreover, as consumers are becoming increasingly aware of their dietary choices, products like solaray calcium citrate are gaining attention for their health benefits. This trend towards natural and beneficial ingredients reinforces the potential for Hain Celestial to thrive in a market that values health and wellness. By incorporating solaray calcium citrate into their offerings, Hain Celestial could further appeal to health-conscious consumers, solidifying their position in a competitive landscape.