Stevia and Natural Sweeteners - US

Stevia and Natural Sweeteners - US - August 2011

The all-natural, zero-calorie sweetener market is still emerging in the U.S., as evidenced by the 105% growth the market experienced from 2009 through 2011 (estimated). Furthermore, consumer awareness of stevia and other natural sweeteners is also up considerably from two years ago (roughly 50% or more for all three named sweeteners), based on Mintel’s custom consumer surveys conducted for this report and the Stevia and Other Natural Sweeteners—U.S., August 2009 report.

Since 1995, stevia, alternately pronounced “STEV-ee-uh” or “STEEV-ee-uh” around the world, had only been permitted for sale in the U.S. as a dietary supplement, not a sweetener. But in December 2008, the Food and Drug Administration (FDA) approved rebaudioside A (Reb A) for sale in foods and beverages, which has dramatically changed the landscape of the stevia and low/no calorie sweetener market.

This report focuses on the retail side of the stevia and other natural sweeteners market in the U.S. currently. In particular, discussion centers on tabletop sweeteners and food and beverages that contain stevia, erythritol, xylitol, agave, and luo han guo (also known as monk fruit). In addition to presenting sales data by segment, companies and brands, the report considers a range of topics, including:

Extensive discussion and data pertaining to consumer awareness, usage, behavior, and attitudes towards all types of sweeteners (natural and artificial), based on Mintel’s own custom consumer survey conducted in April 2011, as well as Experian Simmons data

What factors are driving this market’s growth, and where the potential may lie to grow the market optimally

What companies are doing on the advertising and marketing front to promote their stevia-sweetened products, and what messaging they’re using to better distinguish their products, especially among women—their primary target

The latest trends in product innovation, across food and beverage categories including tabletop sweeteners, and claims/positioning that are appearing in the highest concentration

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Methodology

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Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Scope and Themes

Executive Summary

Insights and Opportunities

Inspire Insights

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Market Size and Forecast

Market Drivers

Segment Performance

Segment Performance—Stevia

Segment Performance—Other Natural Sweeteners

Retail Channels

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Natural No/Low-calorie Sweetener Awareness

Sweetener Usage

Attitudes Toward Sweeteners

Sweeteners—Important Attributes and Usage Locales

Cluster Analysis

Custom Consumer Groups

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Leading Companies

Brand Share—Stevia

Brand Share—Other Natural Sweeteners

Innovations and Innovators

Marketing Strategies

Data

Oxygen Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix—Shopping and Dietary Habits

Appendix: Trade Associations and Trade Shows

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