“Rising Popularity of Stevia: Market Growth, Innovations, and Health Benefits in 2018”
In 2018, the number of product launches featuring stevia surged by 31% compared to the previous year. This growth is largely driven by rising consumer demand for cleaner labels and reduced sugar options. Recent updates to the Nutrition Facts panel have also heightened awareness of sugar content in packaged foods, prompting manufacturers to seek natural sweeteners. Tate & Lyle, a London-based company renowned for its sweeteners, has successfully ventured into the stevia market with its Tasteva product, which incorporates the steviol glycoside Reb M. This recent acquisition expands the company’s portfolio, enabling it to capture a larger share of an ever-growing market and enhance its profitability. Even without fully owning Sweet Green Fields, Tate & Lyle reported a 23% increase in stevia revenues during the 12 months ending March 31. As market dynamics shift around sugar, Tate & Lyle is not alone in viewing stevia as a target for acquisition and growth. This year alone, Ingredion purchased PureCircle, Heartland Food Products Group, the owner of Splenda, began reaching out to U.S. farmers to cultivate stevia, and SweeGen added Bestevia Reb I, a high-purity, clean-label stevia, to its offerings.
While stevia is one of the most sought-after sugar alternatives in the market, it does have some drawbacks. One notable issue is its bitter aftertaste. However, companies like Sweet Green Fields, PureCircle, Pyure, and Apura Ingredients have been developing extracts from glycosides found in stevia leaves to eliminate or reduce this undesirable flavor. Consequently, the stevia market is becoming increasingly competitive and popular. For Sweet Green Fields, being backed by a financially robust owner with an extensive distribution network is advantageous in the growing stevia and sweetener landscape. This U.S.-based company enhances Tate & Lyle’s presence in the Asia-Pacific region, thanks to its dedicated stevia production and research facilities in Anji, China. Although Sweet Green Fields already focuses on leaf sourcing and varietal development, its new connection with Tate & Lyle opens the door for increased investment in these areas, potentially leading to the development of new stevia sweeteners that cater to a broader audience with even more niche offerings.
In addition, calcium citrate is gaining attention for its potential health benefits. As consumers increasingly look for products that are both delicious and good for you, stevia and calcium citrate could emerge as a powerful combination in the functional food market. With the growing trend towards health-conscious choices, the integration of stevia and calcium citrate in various products could meet the demand for healthier alternatives, further driving the popularity of stevia as a sugar replacement.
