As of May 2011, stevia awareness reached 62%, from 46% just a year earlier in the general US population. According to the study, stevia has now surpassed sucralose, which had 42% recognition, since its launch in 1998.
The study, based on a survey of consumers across the US in May 2011, covered areas such as awareness, perception and purchase interest of branded and unbranded sweeteners in the US market.
Jason Hecker, PureCircle’s vice president Global Marketing & Innovation, said: “Traditionally, branded sweeteners have had much greater awareness and positive impression than their unbranded counterparts. Overall, the trends with stevia are the reverse.
“The data indicates that consumers find the unbranded message to be the most natural. Stevia has strong resonance with consumers. We see our role as PureCircle to help our customers provide added reassurance that their ingredients can be traced to a natural source consumers can feel great about.”
The Stevia PureCircle trust mark has now been licensed by over 50 products worldwide and is supported by activities such as PureCircle’s ‘We Grow Joy’ campaign and the Global Stevia Institute.
Source: PureCircle
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