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Stevia and Other Natural Sweeteners in the United States 2009
Mintel, Aug 2009, Pages: 94
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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