ROCKVILLE, MD — (Marketwire) — 11/20/12 — has announced the addition of Euromonitor International-s “” to their collection of reports.
Stevia-s arrival in the international sweeteners market is almost certain to shake up the entire area of sugar replacement, but the big question is whether it will erode volumes of existing high-intensity sweeteners or will settle comfortably alongside them with its broader focus on balanced wellness rather than dieting. In order to answer that question, this report explores the background, current status and future directions for stevia sweeteners.
Consumer demand for more naturally healthy food and drinks is the single most important factor in the development of stevia sweeteners, and will drive interest in stevia as a more natural alternative to existing high-intensity sweeteners (HIS).
While stevia is certainly taking volume from other HIS in table-top sweeteners, its different usage in naturally healthy products in packaged food and drinks markets could reduce its impact on other HIS. It could complement rather than compete.
In line with stevia-s function to reduce sugar in more naturally healthy everyday products, rather than in diet or weight loss products, the largest growth for the ingredient is forecast to come from fruit drinks and RTD tea.
In some packaged foods, the need to blend stevia with polyols negates its natural benefits. In yoghurt, though, stevia is helping to cut rather than replace sugar for a broader wellness focus, and this category is forecast the best growth for food use.
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