Market Growth

Growth in the stevia industry will come from stevia's continued evolution from a table top sweetener to its widespread use in food and beverage categories.  Stevia's impact on food and beverage categories will continue to expand as new categories add stevia as a way to address the growing obesity trend.  To date, stevia has been used mostly in new products and line extensions.  But major manufacturers are now looking to use stevia as a means for reformulating their biggest brands to reduce their sugar and calorie profile.

Stevia sweeteners are well positioned to meet the mainstream consumer requirements for a complementary ingredient to sugar.

"Companies were ready to jump into the market with a wave of kitchen and tabletop stevia formulations and stevia-sweetened products the moment the FDA gave it GRAS status in December 2008, and have since formed partnerships and entered into mergers and acquisitions as part of strategies to exploit this market,” said David Sprinkle, publisher of Packaged Facts. “This enthusiastic rollout of stevia-based products continues unabated."
-- Packaged Facts (January, 2012)

 

Products

Sugar, %

RebA, %

RebA Benefits

Carbonated Soft
Drinks
   
  • Reduces calories, making them
    suitable for people with low sugar diet;
  • Sugar-free labeling;
  • Sweet taste at low concentrations
  • Synergistic with sugar
  • pH 3-9 stable
  • Dissolves easily

Canned soft
drinks

9-15 ~0.06
Still/RTD
Beverages
   
  • Same as for Carbonated Drinks
  • Extends and complements flavors

Juices, Non-carbonated
soft drinks

9-15 ~0.06
Dairy Products    
  • Same as for Carbonated Drinks
  • Non-fermentation properties extend
    shelf-life
  • Non-cariogenic

 

Plain Yogurt 3 -5 ~0.02
Fruited / Flavoured
Yogurt
6 -12 ~0.06
Ice Cream 14 - 22 ~0.08
Refrigerated
Chocolate Milk
5 - 7 ~0.04
Seasoning, Sauces
and Canned Foods
5 - 10 ~0.09
  • Same as for Carbonated Drinks
  • Improves taste
  • Shortens salting time and prevents
    dewatering
  • Extends shelf life
Powdered
Beverages
30 - 65 ~0.25
  • Same as for Carbonated Drinks
  • Appropriate use of bulking agents
    would be necessary
Cordials 30 - 65 ~0.20
  • Same as for Carbonated Drinks
  • Extends and complements flavours

Baked Goods

Biscuits, Cakes

10 - 25 ~0.10
  • Same as for Carbonated Drinks
  • Do not cause Maillard reaction
  • No browning effect
  • Use of bulking agents would be necessary

 

Consumer Benefits:

  • Great taste
  • Natural
  • No calories
  • No carbohydrates
  • Near Zero glycemic load - safe for diabetics

As well as looking to address the growing health concerns of consumers, food and beverage producers are continually seeking for efficient solutions to offset commodity price increases of recent years.

Manufacturer Benefits:

  • Reliable, high purity
  • Economic pricing - allows for cost efficiencies
  • Scalable supply - available in large quantities to satisfy global demand
  • Produced through a sustainable supply chain
  • Viable complement to other natural sweeteners - product formulation that are both natural and reduced calorie

All mass volume sweeteners have four characteristics:

  • Great taste
  • Economic pricing
  • Scalable Supply
  • Sustainable supply

Stevia fulfills these four criteria and has the added advantage of contributing no calories to food and beverage and has a near zero gylcemic index, making it safe for diabetics.  Additionally, stevia has the benefit of having excellent application synergies with sugar and corn as well as well as cost advantages that can offset sugar and corn sweetener input costs.  In addition the new blending approaches being used to combine stevia with sugar and corn sweetener to produce reduced calorie products overcomes negative taste profiles.