Table of Contents
Scope and Themes
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- What you need to know
- Definition
- History and usage of stevia
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The U.S. stevia market will top $100 million in 2009
- Tabletop sweeteners vs. all other applications
- Segment performance and outlook
- Retailer performance
- Leading companies and brands
- PepsiCo and Coca-Cola beverage innovations lead the way
- Tabletop sweeteners led by Truvia and SweetLeaf
- Oral care brands account for 19% share of stevia, xylitol, and erythritol market
- Product innovations
- Stevia, Truvia and PureVia innovations
- Advertising and promotion
- Highlights of the stevia consumer survey
- Stevia’s target audience
Insights and Opportunities
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- Grabbing a piece of the nearly $800 million sugar substitute market
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- Figure 1: Sugar and artificial sweetener usage, by gender, June 2009
- Blending sweeteners into the perfect cocktail
Market Size and Forecast
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- Key points
- Reb A suppliers report huge growth in a market that is set to explode
- PureCircle, on strong FY growth, anticipates Reb A will surpass aspartame by the end of 2009 in the tabletop sweeteners segment
- GLG secures sizeable $40 million order for Reb A for Cargill’s Truvia brand
- Sales of stevia products in the U.S. could exceed $2 billion by 2011
- Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets
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- Figure 2: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, at current prices, 2006-09
- Figure 3: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, at inflation-adjusted prices*, 2006-08
- Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, by application
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- Figure 4: sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, segmented by application, 2006-08
- Figure 5: sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, segmented by application, 2008-09*
Segment Performance
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- Key points
- Truvia and PureVia make waves in 2009 debut
- Sales of stevia, xylitol, and erythritol, by segment type
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- Figure 6: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, segmented by type, 2006-08
- Figure 7: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, segmented by type, 2008-09*
Segment Performance—Stevia
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- Key points
- A small segment hampered by FDA status
- Sales of stevia products by application
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- Figure 8: Sales of stevia in FDMx and natural supermarkets, by application, 2008-09
Segment Performance—Truvia and PureVia
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- Key points
- Stevia patents are just beginning to take off, and Truvia’s leading the way
- Sales of Truvia and PureVia products by application
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- Figure 9: Sales of Truvia and PureVia products in FDMx and natural supermarkets, by application, 2009*
Segment Performance—Xylitol and Erythritol
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- Key points
- Xylitol and erythritol benefit from cross-category usage applications
- Sales of xylitol and erythritol products by application
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- Figure 10: Sales of xylitol and erythritol in FDMx and natural supermarkets, by application, 2008-09
Retail Channels (FDMx and Natural Supermarkets)
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- Key points
- FDMx has exploded by more than doubling in size since 2006
- Sales of stevia, xylitol, and erythritol, by channel
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- Figure 11: Sales and share of stevia, xylitol, and erythritol, by channel, 2006-08
- Sales of stevia, xylitol, and erythritol, by channel, 2006-09
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- Figure 12: Sales of stevia, xylitol, and erythritol in FDMx and natural supermarkets, 2006-09
- Sales of stevia, xylitol, and erythritol, by application and channel
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- Figure 13: sales of stevia, xylitol, and erythritol, segmented by application and channel, 2006-08
- Figure 14: sales of stevia, xylitol, and erythritol, segmented by application and channel, 2008-09*
Market Drivers
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- Key points
- FDA approval is the defining market-changing event for stevia
- Obesity concerns could fuel consumer demand
- Companies explore taste optimization with the “holy grail of sweeteners”
- Health concerns with artificial sweeteners
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- Figure 15: Perception of artificial sweeteners, by gender, June 2009
- Figure 16: Perception of artificial sweeteners, by age, June 2009
Leading Companies
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- Key points
- PepsiCo leads the way with more than a 30% share
- GlaxoSmithKline and Colgate-Palmolive capitalize with xylitol-based dental products
- Manufacturer sales of stevia (including Truvia and PureVia), xylitol, and erythritol in FDMx
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- Figure 17: Manufacturer sales of stevia (including Truvia and PureVia), xylitol, and erythritol in FDMx, 2008-09*
- Manufacturer sales of stevia (including Truvia and PureVia), xylitol, and erythritol in natural supermarkets
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- Figure 18: Manufacturer sales of stevia (including Truvia and PureVia), xylitol, and erythritol in natural supermarkets, 2008-09*
Selected Brand Analysis—Stevia, Truvia and PureVia
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- Key points
- vitaminwater10 debuts with $31 million in 2009
- SoBe Lifewater was first to market, but currently second in sales
- Stevia tabletop sweetener market is led by Truvia and SweetLeaf
- Manufacturer and brand sales of stevia, Truvia, and PureVia** in FDMx
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- Figure 19: Selected manufacturer and brand sales of stevia, Truvia, and PureVia** in FDMx, 2008-09
- Manufacturer and brand sales of stevia, Truvia, and PureVia in natural supermarkets
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- Figure 20: Selected manufacturer and brand sales of stevia, Truvia, and PureVia in natural supermarkets, 2008-09
Selected Brand Analysis—Xylitol and Erythritol
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- Key points
- Drink brands utilizing erythritol to yield low-calorie yet pleasing flavors
- Oral care brands represent the lion’s share of sales in the segment
- Manufacturer and brand sales of xylitol and erythritol in FDMx
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- Figure 21: Selected manufacturer and brand sales of xylitol and erythritol in FDMx, 2008-09
- Manufacturer and brand sales of xylitol and erythritol in natural supermarkets
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- Figure 22: Selected manufacturer and brand sales of xylitol and erythritol in natural supermarkets, 2008-09
Brand Qualities
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- Artificial sweetener companies getting in on the action
- Merisant Worldwide Inc.
- Cumberland Packing Corp.
- McNeil Nutritionals
- Wisdom Natural Brands emphasizes all-natural processing and tenure in the stevia business
- Trop50 replaces Light ‘N Healthy
Innovation and Innovators
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- New product launches
- U.S. products represent 18% of global innovations launched from 2004-09
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- Figure 23: New products launched with stevia, xylitol, and erythritol, U.S. vs. global, 2004-09*
- Stevia products launched from 2004-09
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- Figure 24: Products launched with stevia* as a primary ingredient, U.S. vs. global, 2004-09**
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- Figure 25: Products launched as monitored by GNPD with stevia* as a primary ingredient, by global region, 2004-09**
- Figure 26: Products launched as monitored by GNPD with stevia* as a primary ingredient, U.S., 2004-09**
- Xylitol products launched from 2004-09
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- Figure 27: Products launched as monitored by GNPD with xylitol as a primary ingredient, U.S. vs. global, 2004-09*
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- Figure 28: Products launched as monitored by GNPD with xylitol as a primary ingredient, by global region, 2004-09*
- Figure 29: Products launched as monitored by GNPD with xylitol as a primary ingredient, U.S., 2004-09*
- Erythritol products launched from 2004-09
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- Figure 30: Products launched as monitored by GNPD with erythritol as a primary ingredient, U.S. vs. global, 2004-09*
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- Figure 31: Products launched as monitored by GNPD with erythritol as a primary ingredient, by global region, 2004-09*
- Figure 32: Products launched as monitored by GNPD with erythritol as a primary ingredient, U.S., 2004-09*
- New and innovative products
- Stevia tabletop sweeteners and the importance of “fillers” coming first
- Stevia extract sold as dietary supplements
- Beverages made with Truvia and PureVia, and stevia
- Stevia and xylitol gum
- Personal care applications with stevia and xylitol
- More to come in 2009-10
Advertising and Promotion
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- Subtle messaging in stevia’s introduction to the marketplace
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- Figure 33: Stevia Extract In The Raw print ad, How pure is your stevia sweetener, 2009
- PureVia takes a stylish approach with its new campaign
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- Figure 34: PureVia print ad, I take my sweetener au naturel, 2009
- “Honestly sweet”
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- Figure 35: Cargill/Truvia television ad, turn over a new 0 calorie leaf, 2009
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- Figure 36: Cargill/Truvia television ad, indulge your cravings, 2009
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- Figure 37: Cargill/Truvia television ad, love the little green leaf, 2009
- vitaminwater10 is playing up nature while playing down stevia
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- Figure 38: Glacéau/vitaminwater10 television ad, sweet puppy, 2009
- Figure 39: Glacéau/vitaminwater10 television ad, Mother Nature cancels vacations, 2009
- For Trop50, it’s not about the stevia—at least for now
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- Figure 40: PepsiCo/Trop50 print ad, goodness with 50% less calories and sugar, 2009
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- Figure 41: PepsiCo/Trop50 television ad, She's A Lady, 2009
Stevia Awareness and Usage
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- Key points
- Getting the word out is key
- One in three respondents indicate curiosity or trial of stevia
- The first step is getting consumers introduced to stevia, xylitol, and erythritol
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- Figure 42: Stevia (eg, Truvia, PureVia), xylitol, and erythritol awareness and usage, June 2009
- Curiosity and likelihood of stevia trial favors slightly older respondents
- Current or prior usage favors the young and old
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- Figure 43: Stevia (eg, Truvia, PureVia) awareness and usage, by age, June 2009
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- Figure 44: Stevia (eg, Truvia, PureVia) awareness and usage, by household income, June 2009
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- Figure 45: Stevia (eg, Truvia, PureVia) awareness and usage, by education level, June 2009
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- Figure 46: Stevia (eg, Truvia, PureVia) awareness and usage, by regional segment, June 2009
Perception of Stevia
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- Key points
- The jury’s still out for younger consumers
- Positive perception of stevia
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- Figure 47: Positive perception of stevia, by age, June 2009
- Figure 48: Positive perception of stevia, by education level, June 2009
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- Figure 49: Positive perception of stevia, by region, June 2009
- Negative perception of stevia
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- Figure 50: Negative perception of stevia, by age, June 2009
Key Attributes of Sweeteners
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- Key points
- Taste rules with sweeteners; other attributes matter less
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- Figure 51: Key attributes of sweeteners for consumers, by gender, June 2009
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- Figure 52: Key attributes of sweeteners for consumers, by age, June 2009
Sweetener Usage In and Out of the Home
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- Key points
- It’s all about control for some segments of the population
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- Figure 53: Sweetener usage in and out of the home, by gender, June 2009
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- Figure 54: Key Sweetener usage in and out of the home, by age, June 2009
- Figure 55: Sweetener usage in and out of the home, by education level, June 2009
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- Figure 56: Sweetener usage in and out of the home, by region, June 2009
Cluster Analysis
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- Unaware Yet Interested
- Aware Natural Foodies
- Unnatural, Unaware and Uninterested
- Cluster characteristics
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- Figure 57: Sweetener clusters, June 2009
- Figure 58: Natural supermarket usage, by sweetener clusters, June 2009
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- Figure 59: Sugar and artificial sweetener usage, by sweetener clusters, June 2009
- Figure 60: Key attributes of sweeteners for consumers, by sweetener clusters, June 2009
- Awareness and usage of sweetener types – by cluster
- Stevia
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- Figure 61: Stevia (eg, Truvia, PureVia) awareness and usage, by sweetener clusters, June 2009
- Xylitol
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- Figure 62: Xylitol awareness and usage, by sweetener clusters, June 2009
- Erythritol
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- Figure 63: Erythritol awareness and usage, by sweetener clusters, June 2009
- Cluster demographics
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- Figure 64: Sweetener clusters, by gender, June 2009
- Figure 65: Sweetener clusters, by age, June 2009
- Figure 66: Sweetener clusters, by household income, June 2009
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- Figure 67: Sweetener clusters, by race, June 2009
- Figure 68: Sweetener clusters, by Hispanic origin, June 2009
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Figure 69: Sugar and artificial sweetener usage, by household income, June 2009
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- Figure 70: Sugar and artificial sweetener usage, by region, June 2009
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- Figure 71: Sugar and artificial sweetener usage, by age, June 2009
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Appendix: Trade Associations and Shows
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