Report: Stevia and Other Natural Sweeteners - US

Scope and Themes
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
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
Market Size and Forecast
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
- 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
- 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
Key points
Truvia and PureVia make waves in 2009 debut
Sales of stevia, xylitol, and erythritol, by segment type
- 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
Key points
A small segment hampered by FDA status
Sales of stevia products by application
- Figure 8: Sales of stevia in FDMx and natural supermarkets, by application, 2008-09
Segment Performance--Truvia and PureVia
Key points
Stevia patents are just beginning to take off, and Truvia' s leading the way
Sales of Truvia and PureVia products by application
- Figure 9: Sales of Truvia and PureVia products in FDMx and natural supermarkets, by application, 2009*
Segment Performance--Xylitol and Erythritol
Key points
Xylitol and erythritol benefit from cross-category usage applications
Sales of xylitol and erythritol products by application
- Figure 10: Sales of xylitol and erythritol in FDMx and natural supermarkets, by application, 2008-09
Retail Channels (FDMx and Natural Supermarkets)
Key points
FDMx has exploded by more than doubling in size since 2006
Sales of stevia, xylitol, and erythritol, by channel
- Figure 11: Sales and share of stevia, xylitol, and erythritol, by channel, 2006-08
Sales of stevia, xylitol, and erythritol, by channel, 2006-09
- 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
- 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
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
- Figure 15: Perception of artificial sweeteners, by gender, June 2009
- Figure 16: Perception of artificial sweeteners, by age, June 2009
Leading Companies
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
- 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
- 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
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
- 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
- Figure 20: Selected manufacturer and brand sales of stevia, Truvia, and PureVia in natural supermarkets, 2008-09
Selected Brand Analysis--Xylitol and Erythritol
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
- 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
- Figure 22: Selected manufacturer and brand sales of xylitol and erythritol in natural supermarkets, 2008-09
Brand Qualities
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
New product launches
U.S. products represent 18% of global innovations launched from 2004-09
- Figure 23: New products launched with stevia, xylitol, and erythritol, U.S. vs. global, 2004-09*
Stevia products launched from 2004-09
- Figure 24: Products launched with stevia* as a primary ingredient, U.S. vs. global, 2004-09**
- 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
- Figure 27: Products launched as monitored by GNPD with xylitol as a primary ingredient, U.S. vs. global, 2004-09*
- 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
- Figure 30: Products launched as monitored by GNPD with erythritol as a primary ingredient, U.S. vs. global, 2004-09*
- 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
Subtle messaging in stevia' s introduction to the marketplace
- 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
- Figure 34: PureVia print ad, I take my sweetener au naturel, 2009
"Honestly sweet"
- Figure 35: Cargill/Truvia television ad, turn over a new 0 calorie leaf, 2009
- Figure 36: Cargill/Truvia television ad, indulge your cravings, 2009
- Figure 37: Cargill/Truvia television ad, love the little green leaf, 2009
vitaminwater10 is playing up nature while playing down stevia
- 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
- Figure 40: PepsiCo/Trop50 print ad, goodness with 50% less calories and sugar, 2009
- Figure 41: PepsiCo/Trop50 television ad, She' s A Lady, 2009
Stevia Awareness and Usage
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
- 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
- Figure 43: Stevia (eg, Truvia, PureVia) awareness and usage, by age, June 2009
- Figure 44: Stevia (eg, Truvia, PureVia) awareness and usage, by household income, June 2009
- Figure 45: Stevia (eg, Truvia, PureVia) awareness and usage, by education level, June 2009
- Figure 46: Stevia (eg, Truvia, PureVia) awareness and usage, by regional segment, June 2009
Perception of Stevia
Key points
The jury' s still out for younger consumers
Positive perception of stevia
- Figure 47: Positive perception of stevia, by age, June 2009
- Figure 48: Positive perception of stevia, by education level, June 2009
- Figure 49: Positive perception of stevia, by region, June 2009
Negative perception of stevia
- Figure 50: Negative perception of stevia, by age, June 2009
Key Attributes of Sweeteners
Key points
Taste rules with sweeteners; other attributes matter less
- Figure 51: Key attributes of sweeteners for consumers, by gender, June 2009
- Figure 52: Key attributes of sweeteners for consumers, by age, June 2009
Sweetener Usage In and Out of the Home
Key points
It' s all about control for some segments of the population
- Figure 53: Sweetener usage in and out of the home, by gender, June 2009
- 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
- Figure 56: Sweetener usage in and out of the home, by region, June 2009
Appendix: Other Useful Consumer Tables
- Figure 69: Sugar and artificial sweetener usage, by household income, June 2009
- Figure 70: Sugar and artificial sweetener usage, by region, June 2009
- Figure 71: Sugar and artificial sweetener usage, by age, June 2009
Appendix: Trade Associations and Shows

Stevia and Other Natural Sweeteners - US - August 2009