Widespread roll out of products containing stevia resulted in a 400% increase in launches globally between 2008 and 2012 and 158% between 2011 and 2012 with Europe driving the market, according to recent research by Mintel.
Europe accounted for 25% of global new product launches containing stevia in 2012, up from 4% in 2011. Asia accounted for 50% of all introduction in 2012, but declined from 63% in 2011. North American accounted for 15% of new product launches in 2012, down from 21% in 2011, and Latin America accounted for 9% in 2012, down from 11% in 2011.
Recent growth has been fueled by product innovation across a range of categories. The most widespread use of stevia can be seen in the non-alcoholic beverages category, accounting for 31% of the global products launched containing stevia in 2012 and in the snacks category which accounted for 26%. Natural table-top sweetener alternatives to sugar account for 13% and 7% were dairy products.
Increased awareness of obesity levels also may create opportunity for stevia in low-sugar and low-calorie foods and drinks, especially with sugar substitutes struggling against traditional sugar with taste being the main issue. In the United States, 57% of consumers think natural sweeteners, like sugar or honey, taste better than low-calorie alternatives and 44% agree that sweeteners leave an aftertaste or taste bad.
Sugar substitutes have also been limited to use in drinks like coffee or tea, rather than broader use in baking, with 44% of consumers in the United States considering them too expensive to bake with and only 33% believing they are easy to use in cooking.
Mintel research shows future growth opportunity for the sector with 55% of consumers in Germany, 47% in the United Kingdom, 45% in France, 26% in Italy and 22% in Spain willing to try products made using alternative sweeteners. Additionally, 56% of consumers in the United Kingdom are interested in trying sweets with natural sugar alternatives.
