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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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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.
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.
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.
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.
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.
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.
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.