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Strategy Briefing

Stevia: Adding Value Through Natural - The Resurgence of Reduced Sugar

47 pages, Jan 2014

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Stevia has fast gained presence as the first natural, healthy sweetener. This briefing explores stevia-related innovation in 2013 and highlights technological advances including steviol glycoside blends and further reducing sugar content to 50% to improve the taste profile. Stevia’s potential as a weight management ingredient is also analysed by assessing the rise in reduced sugar carbonate consumption, and hence drop in calorie intake, if just 20% of regular carbonates were reformulated.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Stevia can add value on four platforms

Previous to stevia’s approval as a high intensity sweetener (HIS), better for you products were considered artificial. The natural sourcing of the sweetener means added value has returned to reduced sugar products as stevia can offer: naturalness; health benefits; appeal to the mass market, and child health.

Improved taste profile through technological advances

Innovation has been boosted by technological advances. New blends of steviol glycosides have improved the taste profile of products and allowed for a 50% sugar reduction instead of 30%. This has created additional added value for the lower calorie products.

Reformulation with stevia can benefit weight management

Stevia has the potential to become a mass-market weight management ingredient. If 20% of all regular full-sugar carbonates was reformulated to be sweetened with stevia, consumption of reduced sugar carbonates could rise to 58.6 billion litres in 2017 compared to the forecast 26.9 billion litres. This reformulation could see an annual per capita intake reduction of over 6,000kcal.

TCCC introduces stevia into regular products

The Coca-Cola Co (TCCC) is one of the first multinationals to reformulate key regular products with stevia such as Sprite and Glacéau vitaminwater across a number of countries in Europe. It also piloted Coca-Cola Life in Argentina and Chile in 2013 which helped boost the presence of reduced sugar beverages.

Beverages still reign in 2013…a factor in Western Europe’s return to growth

Stevia has been used as a HIS in a number of new product launches in 2013 across both food and beverages. The number of categories utilising the benefits of stevia has rapidly grown in 2013, however, beverages reigned in 2013. Since the approval of stevia in 2011 there has been a return of innovation in reduced sugar products and growth is set to return to Western Europe in 2013.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope (1)

Scope (2)

Objectives of global briefing

Key findings

Better for you (BFY) shows reinvigorated growth in 2013

Latin America’s share of reduced sugar sees the largest rise

Rapid evolution for the “Holy Grail” sweetener

Timeline for steviol glycosides

Four platforms on which stevia can add value

What consumers t hink of low-calorie soft d rinks

Key stevia developments in beverages in 2013

Key stevia developments in food in 2013

The use of stevia in zero calorie drinks: taste is still an issue

Food and drink categories with stevia variants

Stevia’s Potential in Reduced Sugar Beverages

Reduced sugar beverages witness stronger growth than food

Focus on countries with high intake of reduced sugar soft drinks

Argentina consumes the most reduced sugar soft drinks

Domestic players often first to venture into using stevia

Stevia-sweetened beverages have reached mass market

Case study: TCCC adds value through reformulating key brands

Conventional Sprite only sweetened with stevia in select markets

TCCC launches stevia -sweetened Coca-Cola Life in Argentina

Coca-Cola Life offers 50% sugar reduction

TCCC applies a similar strategy to Glacéau vitaminwater

TCCC makes stevia conventional

Technological Advances and Health

New technologies in sugar reduction: 50 is the new 30

Is Reb M ( Reb X) the new Reb A?

New technologies: HPP could be a new avenue for stevia

Stevia’s E-number (E960) will not halt growth

Reformulation has potential to lead to reduction of calorie intake

Overweight and obese comprises 30% of global population

Diabetes prevalence on the rise in emerging markets

Outlook

Manufacturers should focus on reformulating carbonates

Potential for reduced sugar carbonates to flourish

Grow awareness in Latin America and Asia Pacific

How to grow BFY reduced sugar through stevia

Appendix

Additional facts about stevia

Report terminology

Report parameters: 54 health and wellness countries covered

Health and wellness category definitions

Health and wellness product coverage

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Megatrends

Strategy Briefing

Stevia: Adding Value Through Natural - The Resurgence of Reduced Sugar

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Stevia can add value on four platforms

Improved taste profile through technological advances

Reformulation with stevia can benefit weight management

TCCC introduces stevia into regular products

Beverages still reign in 2013…a factor in Western Europe’s return to growth

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope (1)

Scope (2)

Objectives of global briefing

Key findings

Better for you (BFY) shows reinvigorated growth in 2013

Latin America’s share of reduced sugar sees the largest rise

Rapid evolution for the “Holy Grail” sweetener

Timeline for steviol glycosides

Four platforms on which stevia can add value

What consumers t hink of low-calorie soft d rinks

Key stevia developments in beverages in 2013

Key stevia developments in food in 2013

The use of stevia in zero calorie drinks: taste is still an issue

Food and drink categories with stevia variants

Stevia’s Potential in Reduced Sugar Beverages

Reduced sugar beverages witness stronger growth than food

Focus on countries with high intake of reduced sugar soft drinks

Argentina consumes the most reduced sugar soft drinks

Domestic players often first to venture into using stevia

Stevia-sweetened beverages have reached mass market

Case study: TCCC adds value through reformulating key brands

Conventional Sprite only sweetened with stevia in select markets

TCCC launches stevia -sweetened Coca-Cola Life in Argentina

Coca-Cola Life offers 50% sugar reduction

TCCC applies a similar strategy to Glacéau vitaminwater

TCCC makes stevia conventional

Technological Advances and Health

New technologies in sugar reduction: 50 is the new 30

Is Reb M ( Reb X) the new Reb A?

New technologies: HPP could be a new avenue for stevia

Stevia’s E-number (E960) will not halt growth

Reformulation has potential to lead to reduction of calorie intake

Overweight and obese comprises 30% of global population

Diabetes prevalence on the rise in emerging markets

Outlook

Manufacturers should focus on reformulating carbonates

Potential for reduced sugar carbonates to flourish

Grow awareness in Latin America and Asia Pacific

How to grow BFY reduced sugar through stevia

Appendix

Additional facts about stevia

Report terminology

Report parameters: 54 health and wellness countries covered

Health and wellness category definitions

Health and wellness product coverage

Why buy this report?

Want to find out more about this report?

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