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Stevia and Natural Sweeteners - US - August 2011

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.

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Table of contents

  1. 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

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • 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

                                                                                                                                                                        Stevia and Natural Sweeteners - US - August 2011

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