Report
Stevia market to break $100m, says Mintel
It’s stevia’s year. All-natural and calorie-free, stevia is poised to become the ‘holy grail’ of sweeteners, says a new report from Mintel.
Since December 2008, when the FDA approved use of rebaudioside A (an active ingredient of stevia) in US food and beverages, the stevia market¹ has erupted. By mid-July 2009, stevia sales topped $95m, a substantial increase over the $21m achieved in all of 2008. Mintel predicts the stevia market could exceed $2bn by the end of 2011.
“The FDA’s approval of stevia in food and drink opened the door for this market’s explosion,” says David Browne, senior analyst at Mintel. “New product activity has accelerated in recent years, and since most categories with stevia applications remain untapped, we expect many more stevia-infused product introductions in the next few years.”
In the first eight months of 2009, Mintel’s Global New Products Database (GNPD) monitored the launch of more than 110 US food, drink and healthcare products made with stevia. Annual new product activity for stevia more than doubled between 2007–2008.
The portrait for stevia’s success isn’t completely rosy, however. Mintel’s exclusive consumer survey reveals nearly 70% of Americans have never even heard of stevia. More than six in 10 (62%) say they have no interest in trying stevia, and 11% say they think stevia is unsafe and they plan to avoid it.
“Step one is for manufacturers to get the word out,” says Browne. “At this stage, heavy demo-ing of stevia products in stores, along with copious distribution of free samples, are just as important as promoting stevia’s all-natural, zero-calorie positioning.”
Flavour remains another obstacle to stevia’s growth. Companies are aggressively perfecting formulations and seeking better source material globally, but this means one stevia-based product won’t taste the same as the next.
“If someone tries a stevia-sweetened drink with an off-putting aftertaste, it’s logical to assume that person will be a tough sell for stevia products in the future,” says Browne.
Mintel reports that 25% of people say they may be interested in stevia, but haven’t tried it yet. Just over one in 10 (11%) say they’ve tried stevia and plan to continue purchasing it.
¹ Includes FDM and natural supermarket sales of stevia, Truvia and PureVia as tabletop sweeteners or in foods, beverages and other products
Source: Mintel
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