Data across all key indicators suggest that consumer demand and consumption of high purity stevia sweetened products is accelerating.
High purity stevia is being consumed in more countries, more brands, more SKUs and with more repeat purchases and product roll-outs than in each period measured before.
Unprecedented Product Development
2008 - FDA Approval - Stevia launches in USA
2009 - Stevia U.S. sales share surpasses saccharine and aspartame.
Today - More than 6,000 food, drink, and medicinal products use Stevia.
Fact: 2010 saw 200% increase in Stevia product launches – momentum is growing.
Mintel New Product Database confirmed that the number of new product launches in 2010 increased by 200% over the previous year with product launches across thirty-five countries. Nielsen data indicates that US sales totaled $809 million; an increase of 126% on the $357 million recorded in full-year 2009 and crossed 38 categories of Food & Beverages. Euromonitor reported an 87% increase in product launches in 2010 in Europe and because stevia has yet to win full regulatory approval across Europe, the market still remains relatively untapped.
This is the first year that independent retail consumption data for stevia has been available. The Nielsen based data shows that stevia is a rapidly growing industry and that stevia is developing into a broadly mainstream ingredient in foods and beverages.
Type of Approval (As of April 2011)
|Hong Kong||Food additive|
|New Zealand||Food additive|
|South Korea||Food additive|