-
-
retail
- Stevia and Natural Sweeteners - US - August 2011
Why not try these options:
Call us on
This report builds on the analysis presented in Mintel’s Sugar and Sweeteners—U.S., December 2010 and more specifically Stevia and Other Natural Sweeteners—U.S., August 2009, focusing on in-depth analysis of two all-natural sweetener segments:
- Stevia (e.g., Truvia, PureVia, and other stevia): including whole plant extracts in powders and liquids, sold primarily as standalone products classified—per the FDA’s guidelines—as dietary supplements or food, but often used in tabletop sweetener formats (e.g., packets). This segment also includes Truvia- and PureVia-branded sweeteners, sold as tabletop sweeteners or that appear as ingredients in food and beverages.
- Other natural sweeteners: including agave, erythritol, xylitol, and luo han guo as they appear in tabletop sweeteners, as well as foods and beverages made with these sweeteners.
Additionally, individual segments highlight sales figures based on all products that fall into two applications:
tabletop sweeteners for use as additions to foods and beverages
all other processed food and beverages that contain these sweeteners.
While included in sales figures, agave and luo han guo sweeteners are only touched on briefly. Should these segments, and others like them, increase in size in the coming years, they may be featured more prominently in subsequent updates to this report.
Excluded from this report: many erythritol-based foods positioned as low-carb, low-sugar, or sugar-free, that contain added artificial sweeteners, since the focus of this report is on all-natural innovations in the market.
Scope and Themes
What you need to know
Definition
History and usage of stevia
Data sources
Sales data
Consumer data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Natural sweetener market expected to top $1 billion in 2012
Food and beverage applications drive the overall market and growth
FDMx leads overall, but tabletop segment a driver in natural/specialty
PepsiCo and Coca-Cola lead the pack
Product innovations highlight goal of improved flavor
Latest marketing uniformly targets women and plays up natural angle
Tabletop sweetener brands emphasize guilt-free indulgence
PepsiCo targets women seeking better health and empowerment
Consumer awareness is up. All-natural positioning matters
Natural low/no-calorie sweeteners making gains with awareness
Prime demographics for stevia include those who see artificial sweeteners as unhealthy
Taste, sweetness, and all-natural positioning matter most
Insights and Opportunities
Think of stevia as a “tool in the toolbox”…
…but the resulting products should be “all natural”
The market opportunity: pushing the tabletop sweetener
Filling the sweet beverage void in schools
Inspire Insights
Trend: Prove It
Market Size and Forecast
Key points
Fast-growing market still has a ways to go
Figure 1: Food and beverage retail sales of stevia and other natural sweeteners, at current prices, 2009-13
Figure 2: Food and beverage retail sales of stevia and other natural sweeteners, at inflation-adjusted prices, 2009-13
Fan chart forecast
Figure 3: Fan chart forecast for stevia and other natural sweeteners, 2009-13
Market Drivers
Overview
Figure 4: Awareness and usage of stevia and other natural sweeteners, June 2009 and April 2011
Diet watchers could fuel natural low/no-calorie sweetener market
Figure 5: Likelihood of watching diet and reasons for doing so, by gender, October 2009-December 2010
Figure 6: Likelihood of watching diet and reasons for doing so, by age, October 2009-December 2010
Figure 7: U.S. population aged 18 or older, 2006-16
Figure 8: U.S. female population, by age, 2006-16
European Union (EU) approval will likely spur sales of stevia in U.S. as well
Stevia prices dropping
Other natural sweeteners also emerging, albeit slowly
Monk fruit (luo han guo)
Segment Performance
Key points
Stevia-based products represent nearly 80% of sales
Figure 9: Food and beverage retail sales of stevia and other natural sweeteners, by segment, 2009-11
Food and beverage applications drive the overall market and growth
Figure 10: Food and beverage retail sales of stevia and other natural sweeteners, by application, 2009-11**
Segment Performance—Stevia
Key points
Stevia’s market firmly rooted in food and beverage applications
Figure 11: Food and beverage retail sales of stevia, by application, 2009-11**
Figure 12: Food and beverage retail sales of stevia, 2009-13
Segment Performance—Other Natural Sweeteners
Key points
Agave has emerged as the leading alternative to stevia
Figure 13: Food and beverage retail sales of other natural sweeteners, by application, 2009-11**
Figure 14: Food and beverage retail sales of other natural sweeteners, 2009-13
Retail Channels
Key points
FDMx outlets dominate in channel distribution sales
Figure 15: Sales and share of stevia and other natural sweeteners, by channel, 2009-11
Figure 16: Sales of stevia and other natural sweeteners, segmented by application and channel, 2009-11**
Leading Companies
Key points
PepsiCo and Coca-Cola account for 63% of sales
Figure 17: Top five manufacturers—sales of stevia and other natural sweeteners, 2010 and 2011
Brand Share—Stevia
Key points
Three beverage brands are the current “face” of stevia
Figure 18: Leading brands of stevia, 2010 and 2011
Brand Share—Other Natural Sweeteners
Key points
PepsiCo leads the pack
Figure 19: Leading brands of other natural sweeteners, 2010 and 2011
Innovations and Innovators
Key points
Stevia, xylitol, and erythritol product launches, 2006-11
Figure 20: Product launches with stevia, xylitol, and/or erythritol presence, by category, 2006-11
Stevia (including Truvia and PureVia)
U.S. stevia launches represent just 18% of global innovations during 2006-11
Figure 21: Product launches with stevia presence, by global region, 2006-11
U.S. stevia launches honed to beverage market and feature all-natural/green claims
Tabletop market now ranks stevia second only to Splenda
Figure 22: Product launches with stevia presence, by category, 2006-11
Figure 23: Product launches with stevia presence, by top 15 claims, 2006-11
Xylitol and erythritol featured more often in food innovations
Figure 24: Product launches with xylitol presence, by category, 2006-11
Figure 25: Product launches with erythritol presence, by category, 2006-11
Stevia raw material companies move into patents and consumer products
PureCircle branding extends to global offerings
GLG offerings now include ingredients and a consumer brand
Marketing Strategies
In The Raw brands co-marketed for dual success
“It’s only natural”
Figure 26: Stevia In The Raw, “Man wishes for grocery list,” television ad, 2011
Figure 27: Stevia In The Raw, “Woman eats brownies on floor,” television ad, 2011
Truvia’s “Honestly sweet” tagline continues
Figure 28: Truvia, “Woman stares at a chocolate bunny,” television ad, 2011
Figure 29: Truvia, “Woman eats dessert,” television ad, 2011
Trop50 expands with new flavors and promotion
Natural No/Low-calorie Sweetener Awareness
Key points
Awareness and usage of natural no/low-calorie sweeteners
Figure 30: Awareness and usage of natural no/low-calorie sweeteners, April 2011
Figure 31: Awareness and usage of stevia (e.g., SweetLeaf, Truvia, PureVia), by gender and age, April 2011
Figure 32: Awareness and usage of stevia (e.g., SweetLeaf, Truvia, PureVia), by household income and presence of children, April 2011
Sweetener Usage
Key points
Sugar and artificial sweetener usage
Figure 33: Sugar and artificial sweetener usage, by gender and age, April 2011
Figure 34: Sugar and artificial sweetener usage, by household income and presence of children, April 2011
Figure 35: Sugar and artificial sweetener usage, by race/Hispanic origin, April 2011
Figure 36: Household usage of sugar substitutes or artificial sweeteners, by age, October 2009-December 2010
Sweetener usage frequency
Figure 37: Sweetener usage frequency, by gender and age, April 2011
Figure 38: Sweetener usage frequency, by household income and presence of children, April 2011
Attitudes Toward Sweeteners
Key points
Attitudes toward natural and artificial sweeteners
Figure 39: Attitudes toward natural and artificial sweeteners, by gender and age, April 2011
Figure 40: Attitudes toward natural and artificial sweeteners, by household income and presence of children, April 2011
Sweeteners—Important Attributes and Usage Locales
Key points
Sweetener attributes that matter most
Figure 41: Sweetener attributes that matter most, by gender and age, April 2011
Figure 42: Sweetener attributes that matter most, by household income and presence of children, April 2011
How consumers use sweeteners
Figure 43: How consumers use sweeteners, by gender and age, April 2011
Figure 44: How consumers use sweeteners, by household income and presence of children, April 2011
Cluster Analysis
Naturally Aware Specialists
Demographics
Characteristics
Opportunity
Disinterested Unawares
Demographics
Characteristics
Opportunity
Potentials
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 45: Stevia and natural sweeteners clusters, April 2011
Figure 46: Shopping at natural/specialty markets, by custom clusters, April 2011
Figure 47: Diet habits, by custom clusters, April 2011
Figure 48: Awareness and usage of stevia, by custom clusters, April 2011
Figure 49: Sweetener attributes that matter most, by custom clusters, April 2011
Cluster demographic tables
Figure 50: Stevia and natural sweeteners clusters, by gender, April 2011
Figure 51: Stevia and natural sweeteners clusters, by age, April 2011
Figure 52: Stevia and natural sweeteners clusters, by household income, April 2011
Figure 53: Stevia and natural sweeteners clusters, by race, April 2011
Figure 54: Stevia and natural sweeteners clusters, by Hispanic origin, April 2011
Cluster methodology
Custom Consumer Groups
Key points
Sweetener usage and attitudes
Stevia awareness and usage
Figure 55: Awareness and usage of stevia (e.g., SweetLeaf, Truvia, PureVia), by custom consumer groups, April 2011
Sugar and artificial sweetener usage
Figure 56: Sugar and artificial sweetener usage, by custom consumer groups, April 2011
Sweetener usage frequency
Figure 57: Sweetener usage frequency, by custom consumer groups, April 2011
Attitudes toward natural/artificial sweeteners
Figure 58: Attitudes toward natural and artificial sweeteners, by custom consumer groups, April 2011
Sweetener attributes that matter most
Figure 59: Sweetener attributes that matter most, by custom consumer groups, April 2011
How consumers use sweeteners
Figure 60: How consumers use sweeteners, by custom consumer groups, April 2011
Appendix—Shopping and Dietary Habits
Key points
Shopping at natural/specialty markets
Figure 61: Shopping at natural/specialty markets, by gender and age, April 2011
Figure 62: Shopping at natural/specialty markets, by household income and presence of children, April 2011
Figure 63: Shopping at natural/specialty markets, by race/Hispanic origin, April 2011
Dietary habits
Figure 64: Dietary habits, by gender and age, April 2011
Figure 65: Dietary habits, by household income and presence of children, April 2011
Appendix: Trade Associations and Trade Shows
- Coca-Cola Company (The) (USA)
- Cumberland Packing Corp.
- Dr Pepper Snapple Group, Inc.
- Food and Drug Administration
- Kellogg Company
- McNeil Consumer Nutritionals UK Ltd
- Merisant
- NutraSweet Company, The
- PepsiCo Inc
- Robert Wood Johnson Foundation
- Tate & Lyle
- Trader Joe's Company Inc
- U.S. Bureau of Labor Statistics
- U.S. Department of Agriculture
- Walmart Stores (USA)
- Whole Foods Market Inc
- Wholesome Sweeteners
- World Health Organization
|
Registered office :
Mintel Group Ltd. Geolocation by www.maxmind.com |