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

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