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Stevia and Sweetener Trends

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By: Sean Moloughney

Editor, Nutraceuticals World

Stevia is emerging as an industry-leading sweetener choice, benefitting from the momentum caused by media attention, the potential of new markets, and its FDA Generally Recognized As Safe (GRAS) status, according to a new report from Packaged Facts titled “Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 3rd Edition.” Support by major corporations such as Coca-Cola and PepsiCo has also proven a boon, and has helped changed the entire stevia market dynamic since the end of 2008. The global retail and wholesale stevia markets combined were estimated at $20 million in 2008. Current estimates vary wildly, but generally, estimates of the combined market size in 2011 range from $800 million to $2 billion. Stevia is presently on a path toward approval for use within the European Union. It is likely that high-purity stevia will be allowed as an ingredient in the EU by November 2011. Following that approval, Packaged Facts expects sales of products containing stevia to skyrocket. European approval is also projected to trigger approval across Africa and the Middle East. Global approval is widely expected by the end of 2012. For further information: www.packagedfacts.com

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