Americans are known for our sweet tooths, but now rejection of genetically engineered food is costing American beet growers a significant portion of the market share for sugar.

Recent figures on the U.S. sugar market shows that beet farmers’ adoption of genetically engineered beet varieties, also called genetically modified or GMO beets, has resulted in a significant drop in market share for beet sugar. This year beet sugar retained just forty one percent of the U.S. sugar market, down from forty-seven percent before the 2008 introduction of GMO beets, according to Reuters.

Sugar cane is the preferred source for non-GMO sweeteners, since currently no GMO varieties of that crop are grown.

Experts say that consumer concerns about GMO foods, especially among increasingly health-conscious millenials, are driving major food makers away from GMO beet sugar. Major companies including Hershey, Chipotle Mexican Grill, Ben & Jerry’s, Trader Joe’s, General Mills and others have all stated they are avoiding all GMO ingredients in some or all of their products.

In addition, Vermont recently adopted legislation that requires labels on food made with GMO ingredients, which experts believe will drive many more food companies to find alternatives for GMO supplies.

Beet and cane sugar look and taste the same. But many consumers avoid GMO foods, given the potential environmental and food safety concerns, and due to concerns about industrial farming practices.