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Stevia and Other Natural Sweeteners - US - August 2009

The all-natural, zero-calorie sweetener market is in its infancy, relatively speaking. Since 1995, stevia, has only been permitted for sale in the US as a dietary supplement, not a sweetener. But in December 2008, the FDA approved rebaudioside A (Reb A) for sale in food and beverages, which will dramatically change the landscape of the stevia, and low/no calorie sweetener market.

This report discusses how legislative changes, consumer trends, the economy and product innovation are shaping the stevia market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:

  • Why growth in the Truvia and PureVia segment will likely hinder sales of whole plant stevia extracts
  • Whether or not stevia’s all-natural positioning really matters to consumers in a market where taste is king
  • A spotlight on two brands, Truvia and PureVia, that have just launched in 2009 as both tabletop sweeteners, and as part of several beverage products from Coca-Cola and PepsiCo
  • How brands are using advertising to introduce stevia to the market, what they’re emphasizing and de-emphasizing, as well as how they’re distinguishing themselves from their competition
  • The latest trends in product innovation, across food and beverages, and personal care categories
  • Consumer usage, behavior and attitudes towards stevia, xylitol, and erythritol, as well as artificial sweeteners, based on Mintel’s own custom survey conducted in May-June 2009

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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 survey data
                • Advertising clips
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                        • The U.S. stevia market will top $100 million in 2009
                          • Tabletop sweeteners vs. all other applications
                            • Segment performance and outlook
                              • Retailer performance
                                • Leading companies and brands
                                  • PepsiCo and Coca-Cola beverage innovations lead the way
                                    • Tabletop sweeteners led by Truvia and SweetLeaf
                                      • Oral care brands account for 19% share of stevia, xylitol, and erythritol market
                                        • Product innovations
                                          • Stevia, Truvia and PureVia innovations
                                            • Advertising and promotion
                                              • Highlights of the stevia consumer survey
                                                • Stevia’s target audience
                                                • Insights and Opportunities

                                                  • Grabbing a piece of the nearly $800 million sugar substitute market
                                                      • Figure 1: Sugar and artificial sweetener usage, by gender, June 2009
                                                    • Blending sweeteners into the perfect cocktail
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Reb A suppliers report huge growth in a market that is set to explode
                                                          • PureCircle, on strong FY growth, anticipates Reb A will surpass aspartame by the end of 2009 in the tabletop sweeteners segment
                                                            • GLG secures sizeable $40 million order for Reb A for Cargill’s Truvia brand
                                                              • Sales of stevia products in the U.S. could exceed $2 billion by 2011
                                                                • Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets
                                                                  • Figure 2: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, at current prices, 2006-09
                                                                  • Figure 3: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, at inflation-adjusted prices*, 2006-08
                                                                • Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, by application
                                                                  • Figure 4: sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, segmented by application, 2006-08
                                                                  • Figure 5: sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, segmented by application, 2008-09*
                                                              • Segment Performance

                                                                • Key points
                                                                  • Truvia and PureVia make waves in 2009 debut
                                                                    • Sales of stevia, xylitol, and erythritol, by segment type
                                                                      • Figure 6: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, segmented by type, 2006-08
                                                                      • Figure 7: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, segmented by type, 2008-09*
                                                                  • Segment Performance—Stevia

                                                                      • Key points
                                                                        • A small segment hampered by FDA status
                                                                          • Sales of stevia products by application
                                                                            • Figure 8: Sales of stevia in FDMx and natural supermarkets, by application, 2008-09
                                                                        • Segment Performance—Truvia and PureVia

                                                                          • Key points
                                                                            • Stevia patents are just beginning to take off, and Truvia’s leading the way
                                                                              • Sales of Truvia and PureVia products by application
                                                                                • Figure 9: Sales of Truvia and PureVia products in FDMx and natural supermarkets, by application, 2009*
                                                                            • Segment Performance—Xylitol and Erythritol

                                                                              • Key points
                                                                                • Xylitol and erythritol benefit from cross-category usage applications
                                                                                  • Sales of xylitol and erythritol products by application
                                                                                    • Figure 10: Sales of xylitol and erythritol in FDMx and natural supermarkets, by application, 2008-09
                                                                                • Retail Channels (FDMx and Natural Supermarkets)

                                                                                  • Key points
                                                                                    • FDMx has exploded by more than doubling in size since 2006
                                                                                      • Sales of stevia, xylitol, and erythritol, by channel
                                                                                        • Figure 11: Sales and share of stevia, xylitol, and erythritol, by channel, 2006-08
                                                                                      • Sales of stevia, xylitol, and erythritol, by channel, 2006-09
                                                                                        • Figure 12: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, 2006-09
                                                                                      • Sales of stevia, xylitol, and erythritol, by application and channel
                                                                                        • Figure 13: sales of stevia, xylitol, and erythritol, segmented by application and channel, 2006-08
                                                                                        • Figure 14: sales of stevia, xylitol, and erythritol, segmented by application and channel, 2008-09*
                                                                                    • Market Drivers

                                                                                      • Key points
                                                                                        • FDA approval is the defining market-changing event for stevia
                                                                                          • Obesity concerns could fuel consumer demand
                                                                                            • Companies explore taste optimization with the “holy grail of sweeteners”
                                                                                              • Health concerns with artificial sweeteners
                                                                                                • Figure 15: Perception of artificial sweeteners, by gender, June 2009
                                                                                                • Figure 16: Perception of artificial sweeteners, by age, June 2009
                                                                                            • Leading Companies

                                                                                              • Key points
                                                                                                • PepsiCo leads the way with more than a 30% share
                                                                                                  • GlaxoSmithKline and Colgate-Palmolive capitalize with xylitol-based dental products
                                                                                                    • Manufacturer sales of stevia (including Truvia and PureVia), xylitol, and erythritol in FDMx
                                                                                                      • Figure 17: Manufacturer sales of stevia (including Truvia and PureVia), xylitol, and erythritol in FDMx, 2008-09*
                                                                                                    • Manufacturer sales of stevia (including Truvia and PureVia), xylitol, and erythritol in natural supermarkets
                                                                                                      • Figure 18: Manufacturer sales of stevia (including Truvia and PureVia), xylitol, and erythritol in natural supermarkets, 2008-09*
                                                                                                  • Selected Brand Analysis—Stevia, Truvia and PureVia

                                                                                                    • Key points
                                                                                                      • vitaminwater10 debuts with $31 million in 2009
                                                                                                        • SoBe Lifewater was first to market, but currently second in sales
                                                                                                          • Stevia tabletop sweetener market is led by Truvia and SweetLeaf
                                                                                                            • Manufacturer and brand sales of stevia, Truvia, and PureVia** in FDMx
                                                                                                              • Figure 19: Selected manufacturer and brand sales of stevia, Truvia, and PureVia** in FDMx, 2008-09
                                                                                                            • Manufacturer and brand sales of stevia, Truvia, and PureVia in natural supermarkets
                                                                                                              • Figure 20: Selected manufacturer and brand sales of stevia, Truvia, and PureVia in natural supermarkets, 2008-09
                                                                                                          • Selected Brand Analysis—Xylitol and Erythritol

                                                                                                            • Key points
                                                                                                              • Drink brands utilizing erythritol to yield low-calorie yet pleasing flavors
                                                                                                                • Oral care brands represent the lion’s share of sales in the segment
                                                                                                                  • Manufacturer and brand sales of xylitol and erythritol in FDMx
                                                                                                                    • Figure 21: Selected manufacturer and brand sales of xylitol and erythritol in FDMx, 2008-09
                                                                                                                  • Manufacturer and brand sales of xylitol and erythritol in natural supermarkets
                                                                                                                    • Figure 22: Selected manufacturer and brand sales of xylitol and erythritol in natural supermarkets, 2008-09
                                                                                                                • Brand Qualities

                                                                                                                  • Artificial sweetener companies getting in on the action
                                                                                                                    • Merisant Worldwide Inc.
                                                                                                                      • Cumberland Packing Corp.
                                                                                                                        • McNeil Nutritionals
                                                                                                                          • Wisdom Natural Brands emphasizes all-natural processing and tenure in the stevia business
                                                                                                                            • Trop50 replaces Light ‘N Healthy
                                                                                                                            • Innovation and Innovators

                                                                                                                              • New product launches
                                                                                                                                • U.S. products represent 18% of global innovations launched from 2004-09
                                                                                                                                  • Figure 23: New products launched with stevia, xylitol, and erythritol, U.S. vs. global, 2004-09*
                                                                                                                                • Stevia products launched from 2004-09
                                                                                                                                  • Figure 24: Products launched with stevia* as a primary ingredient, U.S. vs. global, 2004-09**
                                                                                                                                  • Figure 25: Products launched as monitored by GNPD with stevia* as a primary ingredient, by global region, 2004-09**
                                                                                                                                  • Figure 26: Products launched as monitored by GNPD with stevia* as a primary ingredient, U.S., 2004-09**
                                                                                                                                • Xylitol products launched from 2004-09
                                                                                                                                  • Figure 27: Products launched as monitored by GNPD with xylitol as a primary ingredient, U.S. vs. global, 2004-09*
                                                                                                                                  • Figure 28: Products launched as monitored by GNPD with xylitol as a primary ingredient, by global region, 2004-09*
                                                                                                                                  • Figure 29: Products launched as monitored by GNPD with xylitol as a primary ingredient, U.S., 2004-09*
                                                                                                                                • Erythritol products launched from 2004-09
                                                                                                                                  • Figure 30: Products launched as monitored by GNPD with erythritol as a primary ingredient, U.S. vs. global, 2004-09*
                                                                                                                                  • Figure 31: Products launched as monitored by GNPD with erythritol as a primary ingredient, by global region, 2004-09*
                                                                                                                                  • Figure 32: Products launched as monitored by GNPD with erythritol as a primary ingredient, U.S., 2004-09*
                                                                                                                                • New and innovative products
                                                                                                                                  • Stevia tabletop sweeteners and the importance of “fillers” coming first
                                                                                                                                    • Stevia extract sold as dietary supplements
                                                                                                                                      • Beverages made with Truvia and PureVia, and stevia
                                                                                                                                        • Stevia and xylitol gum
                                                                                                                                          • Personal care applications with stevia and xylitol
                                                                                                                                            • More to come in 2009-10
                                                                                                                                            • Advertising and Promotion

                                                                                                                                              • Subtle messaging in stevia’s introduction to the marketplace
                                                                                                                                                  • Figure 33: Stevia Extract In The Raw print ad, How pure is your stevia sweetener, 2009
                                                                                                                                                • PureVia takes a stylish approach with its new campaign
                                                                                                                                                  • Figure 34: PureVia print ad, I take my sweetener au naturel, 2009
                                                                                                                                                • “Honestly sweet”
                                                                                                                                                    • Figure 35: Cargill/Truvia television ad, turn over a new 0 calorie leaf, 2009
                                                                                                                                                    • Figure 36: Cargill/Truvia television ad, indulge your cravings, 2009
                                                                                                                                                    • Figure 37: Cargill/Truvia television ad, love the little green leaf, 2009
                                                                                                                                                  • vitaminwater10 is playing up nature while playing down stevia
                                                                                                                                                      • Figure 38: Glacéau/vitaminwater10 television ad, sweet puppy, 2009
                                                                                                                                                      • Figure 39: Glacéau/vitaminwater10 television ad, Mother Nature cancels vacations, 2009
                                                                                                                                                    • For Trop50, it’s not about the stevia—at least for now
                                                                                                                                                      • Figure 40: PepsiCo/Trop50 print ad, goodness with 50% less calories and sugar, 2009
                                                                                                                                                      • Figure 41: PepsiCo/Trop50 television ad, She's A Lady, 2009
                                                                                                                                                  • Stevia Awareness and Usage

                                                                                                                                                    • Key points
                                                                                                                                                      • Getting the word out is key
                                                                                                                                                        • One in three respondents indicate curiosity or trial of stevia
                                                                                                                                                          • The first step is getting consumers introduced to stevia, xylitol, and erythritol
                                                                                                                                                            • Figure 42: Stevia (eg, Truvia, PureVia), xylitol, and erythritol awareness and usage, June 2009
                                                                                                                                                          • Curiosity and likelihood of stevia trial favors slightly older respondents
                                                                                                                                                            • Current or prior usage favors the young and old
                                                                                                                                                              • Figure 43: Stevia (eg, Truvia, PureVia) awareness and usage, by age, June 2009
                                                                                                                                                              • Figure 44: Stevia (eg, Truvia, PureVia) awareness and usage, by household income, June 2009
                                                                                                                                                              • Figure 45: Stevia (eg, Truvia, PureVia) awareness and usage, by education level, June 2009
                                                                                                                                                              • Figure 46: Stevia (eg, Truvia, PureVia) awareness and usage, by regional segment, June 2009
                                                                                                                                                          • Perception of Stevia

                                                                                                                                                            • Key points
                                                                                                                                                              • The jury’s still out for younger consumers
                                                                                                                                                                • Positive perception of stevia
                                                                                                                                                                  • Figure 47: Positive perception of stevia, by age, June 2009
                                                                                                                                                                  • Figure 48: Positive perception of stevia, by education level, June 2009
                                                                                                                                                                  • Figure 49: Positive perception of stevia, by region, June 2009
                                                                                                                                                                • Negative perception of stevia
                                                                                                                                                                  • Figure 50: Negative perception of stevia, by age, June 2009
                                                                                                                                                              • Key Attributes of Sweeteners

                                                                                                                                                                • Key points
                                                                                                                                                                  • Taste rules with sweeteners; other attributes matter less
                                                                                                                                                                    • Figure 51: Key attributes of sweeteners for consumers, by gender, June 2009
                                                                                                                                                                    • Figure 52: Key attributes of sweeteners for consumers, by age, June 2009
                                                                                                                                                                • Sweetener Usage In and Out of the Home

                                                                                                                                                                  • Key points
                                                                                                                                                                    • It’s all about control for some segments of the population
                                                                                                                                                                      • Figure 53: Sweetener usage in and out of the home, by gender, June 2009
                                                                                                                                                                      • Figure 54: Key Sweetener usage in and out of the home, by age, June 2009
                                                                                                                                                                      • Figure 55: Sweetener usage in and out of the home, by education level, June 2009
                                                                                                                                                                      • Figure 56: Sweetener usage in and out of the home, by region, June 2009
                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                      • Unaware Yet Interested
                                                                                                                                                                        • Aware Natural Foodies
                                                                                                                                                                          • Unnatural, Unaware and Uninterested
                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                              • Figure 57: Sweetener clusters, June 2009
                                                                                                                                                                              • Figure 58: Natural supermarket usage, by sweetener clusters, June 2009
                                                                                                                                                                              • Figure 59: Sugar and artificial sweetener usage, by sweetener clusters, June 2009
                                                                                                                                                                              • Figure 60: Key attributes of sweeteners for consumers, by sweetener clusters, June 2009
                                                                                                                                                                            • Awareness and usage of sweetener types – by cluster
                                                                                                                                                                              • Stevia
                                                                                                                                                                                • Figure 61: Stevia (eg, Truvia, PureVia) awareness and usage, by sweetener clusters, June 2009
                                                                                                                                                                              • Xylitol
                                                                                                                                                                                • Figure 62: Xylitol awareness and usage, by sweetener clusters, June 2009
                                                                                                                                                                              • Erythritol
                                                                                                                                                                                • Figure 63: Erythritol awareness and usage, by sweetener clusters, June 2009
                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                • Figure 64: Sweetener clusters, by gender, June 2009
                                                                                                                                                                                • Figure 65: Sweetener clusters, by age, June 2009
                                                                                                                                                                                • Figure 66: Sweetener clusters, by household income, June 2009
                                                                                                                                                                                • Figure 67: Sweetener clusters, by race, June 2009
                                                                                                                                                                                • Figure 68: Sweetener clusters, by Hispanic origin, June 2009
                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                  • Figure 69: Sugar and artificial sweetener usage, by household income, June 2009
                                                                                                                                                                                  • Figure 70: Sugar and artificial sweetener usage, by region, June 2009
                                                                                                                                                                                  • Figure 71: Sugar and artificial sweetener usage, by age, June 2009
                                                                                                                                                                              • Appendix: Trade Associations and Shows

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • American Academy of Family Physicians (AAFP)
                                                                                                                                                                                • American Herbal Products Association
                                                                                                                                                                                • Cadbury Adams USA LLC
                                                                                                                                                                                • Coca-Cola Company (The) (USA)
                                                                                                                                                                                • Colgate-Palmolive Company
                                                                                                                                                                                • Cumberland Packing Corp.
                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                • GlaxoSmithKline (USA)
                                                                                                                                                                                • Google, Inc.
                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                • Merisant
                                                                                                                                                                                • Morgan Stanley
                                                                                                                                                                                • NutraSweet Company, The
                                                                                                                                                                                • Pepsi-Cola North America
                                                                                                                                                                                • Robert Wood Johnson Foundation
                                                                                                                                                                                • Roll International Corporation
                                                                                                                                                                                • The Hain Celestial Group, Inc.
                                                                                                                                                                                • Tom's of Maine
                                                                                                                                                                                • TracyLocke
                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                • Tropicana Products Inc.
                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                • World Health Organization

                                                                                                                                                                                Stevia and Other Natural Sweeteners - US - August 2009

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