Mintel reveals rise in use of stevia

Mintel research commissioned by PureCircle shows that the use of stevia in food and beverage products is increasing.

According to Mintel, in the second quarter of 2017, the percentage of food and beverage products launched containing stevia increased by 13% in comparison to the same period in 2016.

The companies launching these new products with stevia, include: The Coca-Cola Company, Danone, Kraft Heinz, Nestle, PepsiCo and Unilever.

Mintel also notes that the percentage of global food introductions with stevia increased by 57% from 2012 to 2017. The percentage of global beverage product introductions with stevia increased at an even greater rate, up 161% from 2012 to 2017.

Carbonated soft drinks accounted for 9% of global launches of products containing stevia in the second quarter of this year. Within the carbonated soft drink category, the percentage of products launched with stevia increased 27% between the second quarter of 2016 and 2017.

Juice drinks with stevia launches accounted for 9%, also posting a 27% increase. The top five categories in terms of new product launches with stevia in Q2 2017 were: snacks, other beverages, carbonated soft drinks, dairy, and juice drinks. Among the categories posting the highest growth rates were “sugar and gum confectionery” with a 125% increase and “sports and energy drinks” with a 102% increase.

The new beverage and food product launches with stevia are occurring worldwide with all global regions participating. Of the total new food and beverage products launched with stevia in the second quarter of 2017, 40% of launches were in Asia Pacific, 21% in Europe, 19% in North America, 17% in Latin America, and 3% in Middle East Africa.

Mintel research also indicates that use of “natural origin” sweeteners is sharply on the rise. When looking at products launched globally with high intensity sweeteners (as defined by sucralose, aspartame, acesulfame potassium, and stevia), only 9% of products used stevia in 2010. Acesulfame potassium (also known as ace-K), sucralose and aspartame dominated.

However, as of August 2017, stevia was used in 27% of new products launched using high intensity sweeteners so far this year. Stevia was more widely used in those new product launches than aspartame.

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