Why the US could be sweet on Reb A

Rebaudioside A (Reb A), a non-caloric sweetener derived from the stevia plant, could fill a sweet spot in the American food and beverage market, according to a new Rabobank report.

The report, entitled Stevia and the U.S. Market, says the growing demand for products with greater perceived health benefits could help the sweetener grow in coming years.

“Consumer concerns regarding obesity and the growing demand for all-natural products bode well for Reb A to quickly gain market share, says Rabobank food and agribusiness research and advisory executive director Stephen Rannekleiv.“However, while success seems eminent, and we expect annual U.S. sales of Reb A to reach approximately $700 million within five years, numerous hurdles must still be overcome.

* To find out more, check out the October issue of Food & Drink Technology