Sugar demand could be negatively affected by the Make America Healthy Again (MAHA) campaign launched by the administration of US President Donald Trump, according to an analysis released by the International Trade Commission (USITC).
The campaign has focused on reducing added sugar in manufactured foods, especially sugar-sweetened beverages (SSBs).
According to the USDA’s Sugar and Sweeteners Outlook: April 2025 report, the use of sugar for consumption in food and beverages in the United States for fiscal year 2024/25 was approximately 12.24 billion short tons (STRV) in gross value.
The effects of MAHA
In Congress, the MAHA Caucus, created by Senator Roger Marshall, focuses on nutrition. It also seeks to expand access to affordable, nutrient-rich, high-quality food. In addition, it promotes improvements in primary care and combats the causes of chronic diseases.
The Caucus’ mission statement highlights another goal: promoting regenerative and precision agriculture. At the same time, it encourages agricultural practices that increase the nutritional quality of food. And, in parallel, strengthen soil health.
According to the USITC, proposed changes to the Supplemental Nutrition Assistance Program, known as SNAP, could have an indirect impact on sugar demand. In this scenario, the debate intersects with social policy and agricultural economics.
Taxes on soft drinks and other sugary beverages also play a role. In fact, a 2024 study showed clear effects. SSB prices rose by more than 33%. As a result, consumption volume fell by the same proportion.
Imports
The USDA reported that during the 2024 calendar year, 887,000 short tons of refined sugar were used for beverages; 33% of beverage use in fiscal year 2024 represents more than 290,000 short tons of refined sugar.
Until now, the specialty sugar market continues to grow steadily. The boom is concentrated in organic and non-GMO sugar. The trend responds to increased demand for processed products aimed at consumers seeking natural and certified options.
According to the USDA, the supply of organic sugar rose from 130,100 MTRV in 2015 to 281,660 MTRV in 2023. This equates to an increase of more than 116%. The jump reflects how consumer preferences are changing the direction of the market.
Most of this sugar is not produced in the United States. Between 2020 and 2023, less than 6.4% was domestically sourced. Thus, the country depends on imports. The main suppliers are Brazil, Paraguay, Colombia, Argentina, and Costa Rica.