Dollar sales of sugar fell 15 percent in Canada from 2011-16, reaching an estimated $215 million, according to Mintel. However, the alternative sweetener category grew 10 percent during that same period. Women are more likely to use a larger range of sweeteners as 84 percent use two or more types of sugar/alternative sweeteners compared to 79 percent of men.

Younger women are especially drawn to natural sugars as female consumers age 18-44 are just as likely to report using honey as they are white sugar. When looking for sugar or sugar alternatives, Canadians look for products that are good for baking as well as ones that are natural. Almost 40 percent say they consider perceived health benefits when purchasing sweeteners, and 33 percent check food and drinks for the type of sweetener used.

Related: Americans Avoid Sugar, Fat, GMOs; Dietitians Weigh In on Top 2017 Food Trends.