VAIL, Colo. (RFD NEWS) — U.S. sugar demand remains firm, but wider use of GLP-1 weight-loss medications and growing health concerns could weaken the market over time. CoBank food and beverage economist Billy Roberts says producers should focus less on current stability and more on how consumption patterns may shift.
USDA data through April shows sugar deliveries increased across wholesale grocers, beverage makers, bakeries, cereal producers, and confectionery companies. Those gains offset declines in foodservice, dairy processing, frozen foods, and government purchases.
The longer-term threat is broader food reduction, not only sugar avoidance. J.P. Morgan estimates GLP-1 use could cut annual U.S. food and beverage spending by $30 billion by 2030 and $55 billion by 2034.
Consumer intentions also remain unfavorable. Three-fourths of consumers reported trying to limit or avoid sugar in 2025, while many remain skeptical of artificial substitutes. That may favor natural sweeteners without guaranteeing overall growth.
Sugar growers, refiners, and food manufacturers will watch medication access, product reformulation, portion sizes, and stevia use. Demand remains resilient today, but future growth may depend on adapting to consumers who simply eat less.
LIVE UPDATE: American Sugar Alliance Symposium
America’s sugar industry is raising concerns about unfair foreign trade practices as producers from across the country gather in Vail, Colorado, for this year’s annual symposium.
Sugarcane grower Patrick Frisch-Hertz and sugarbeet farmer Brent Baldwin joined us on Monday’s Market Day Report on behalf of the American Sugar Alliance to discuss the issues facing the industry and the priorities for this week’s event.
In their interview with RFD News, Frisch-Hertz said holding the symposium in Colorado highlights the importance of the state’s sugarbeet industry and provides an opportunity for producers and policy experts from across the country to come together to discuss key issues affecting the sugar industry.
Baldwin said this year’s symposium includes presentations from USDA Deputy Secretary Stephen Vaden and other officials, giving producers the opportunity to discuss sugar policy and other issues impacting the industry.
Frisch-Hertz said unfair foreign trade practices remain a major concern for U.S. sugar producers. He said the industry is seeking updates to tariff policies, arguing current policies do not accurately reflect today’s economic conditions.
The Farm Bill is also a major focus for producers attending the symposium. Baldwin said the industry continues to advocate for a strong sugar policy while educating lawmakers about the role it plays in supporting American sugar producers.
Frisch-Hertz said sugar producers continue to face economic pressures from high production costs and other challenges affecting farm profitability.
Both producers also provided updates on their farming operations. Baldwin said harvest preparations are underway on his sugarbeet farm, while Frisch-Hertz said his operation is preparing for sugarcane planting and soybean harvest while managing challenges affecting this year’s crop.
