In the beverage world, one size no longer fits all—and operators know it. According to Datassential, 26 percent of consumer-beverage occasions away from home are cold coffee, a sign of how quickly drink preferences are diversifying. As iced coffees, flavored cold brews, lattes, and other specialty beverages dominate more dayparts, guests aren’t just expecting choice in what they drink—they’re expecting choice in how it’s sweetened. From classic sugar packets to zero-calorie alternatives and plant-based options, the modern sweetener lineup has become a crucial part of the guest experience.
To keep pace with those expectations, restaurants are turning to partners who can help them offer variety without adding complexity. That’s where The J.M. Smucker Co. plays a pivotal role. With a portfolio of trusted, nationally recognized sweetener brands and a commitment to staying ahead of consumer and industry trends, Smucker’s is helping operators deliver the right sweetener to every guest.
“By providing a wide selection of coffee additives, like several types of sweeteners, we can help create a positive guest experience,” says Madison Mervin, assistant brand manager of Roast & Ground Coffee, Cold Coffee Innovation and Sweeteners for Smuckers. “Sweetener preference is extremely personal to the individual, so when an operator can provide the right branded options that resonate most with consumers, they can see a positive impact on their overall business.”
Nearly 50 percent of consumers say sweeteners make beverages taste better, and one third of consumers say they are more likely to visit a restaurant in the future if it offers their favorite sweetener brand, according to Datassential’s Sweetener AFH and Caffeine, May 2025 Consumer and Operator Omnibus. “A small investment, like in high-quality, branded sweeteners, is more than worth it when it drives business and improves consumer perception of their overall experience.” Mervin says.
Smuckers has completed countless research studies on consumer preferences and how it relates to sweetener selections. “We often see preferences fall along generational lines,” Mervin says. “For instance, we know that baby boomers heavily prefer Sweet’N Low, whereas Monk Fruit In The Raw is much more relevant with Gen Z and millennials.” Smuckers recommends operators offer, at minimum, two sweetener options, allowing them to meet the desires of twice as many consumers. “Better yet, offering 3–4 JMS Sweetener options can cover the broadest spectrum of needs such as: all natural, zero calories, low-glycemic index, or even vegan,” Mervin adds.
Additional research has shown consumers’ desire to use Smucker’s sweetener brands with a range of hot and cold beverages. “No matter what is being served, or who is being served, when a range of JMS Sweeteners is offered, we feel confident that we can help operators achieve their individual menu or consumer goals,” Mervin says. “Our sugar and sugar substitutes are developed to blend easily into hot and cold beverages, so operators can feel confident their sweetener selections will work with the items on their menu.”
On top of the rising popularity of sweetener options, customization has also become a key differentiator when picking a restaurant. “By allowing customers to mix in their own sweeteners, creamers, and flavorings, operators can create an environment where personalization is at the forefront,” Mervin says. “However, it is important to ensure that their experience remains elevated—and is not dragged down by common issues that arise at coffee bars. Keeping the area clean, clear of debris and trash, and well-stocked is critical in making sure customers have the best experience while customizing their beverages.”
Beyond its product portfolio, Smuckers empowers its foodservice partners with the education and merchandising support needed to elevate the sweetener experience. “We will continue to drive innovation in this space by keeping an eye on consumer coffee and customization trends and translating these concepts into actionable foodservice products and positioning,” Mervin says. For operators, that means having a partner who understands where the beverage market is headed, anticipates emerging needs, and develops solutions that keep them ahead of the competition.
Discover more sweetener options offered by J.M Smucker Co at its website.
By Abby Winterburn
