Table of Contents
Scope and Themes
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- What you need to know
- Definition
- History and usage of stevia
- Data sources
- Sales data
- Consumer data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Natural sweetener market expected to top $1 billion in 2012
- Food and beverage applications drive the overall market and growth
- FDMx leads overall, but tabletop segment a driver in natural/specialty
- PepsiCo and Coca-Cola lead the pack
- Product innovations highlight goal of improved flavor
- Latest marketing uniformly targets women and plays up natural angle
- Tabletop sweetener brands emphasize guilt-free indulgence
- PepsiCo targets women seeking better health and empowerment
- Consumer awareness is up. All-natural positioning matters
- Natural low/no-calorie sweeteners making gains with awareness
- Prime demographics for stevia include those who see artificial sweeteners as unhealthy
- Taste, sweetness, and all-natural positioning matter most
Insights and Opportunities
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- Think of stevia as a “tool in the toolbox”…
- …but the resulting products should be “all natural”
- The market opportunity: pushing the tabletop sweetener
- Filling the sweet beverage void in schools
Inspire Insights
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- Trend: Prove It
Market Size and Forecast
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- Key points
- Fast-growing market still has a ways to go
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- Figure 1: Food and beverage retail sales of stevia and other natural sweeteners, at current prices, 2009-13
- Figure 2: Food and beverage retail sales of stevia and other natural sweeteners, at inflation-adjusted prices, 2009-13
- Fan chart forecast
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- Figure 3: Fan chart forecast for stevia and other natural sweeteners, 2009-13
Market Drivers
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- Overview
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- Figure 4: Awareness and usage of stevia and other natural sweeteners, June 2009 and April 2011
- Diet watchers could fuel natural low/no-calorie sweetener market
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- Figure 5: Likelihood of watching diet and reasons for doing so, by gender, October 2009-December 2010
- Figure 6: Likelihood of watching diet and reasons for doing so, by age, October 2009-December 2010
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- Figure 7: U.S. population aged 18 or older, 2006-16
- Figure 8: U.S. female population, by age, 2006-16
- European Union (EU) approval will likely spur sales of stevia in U.S. as well
- Stevia prices dropping
- Other natural sweeteners also emerging, albeit slowly
- Monk fruit (luo han guo)
Segment Performance
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- Key points
- Stevia-based products represent nearly 80% of sales
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- Figure 9: Food and beverage retail sales of stevia and other natural sweeteners, by segment, 2009-11
- Food and beverage applications drive the overall market and growth
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- Figure 10: Food and beverage retail sales of stevia and other natural sweeteners, by application, 2009-11**
Segment Performance—Stevia
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- Key points
- Stevia’s market firmly rooted in food and beverage applications
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- Figure 11: Food and beverage retail sales of stevia, by application, 2009-11**
- Figure 12: Food and beverage retail sales of stevia, 2009-13
Segment Performance—Other Natural Sweeteners
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- Key points
- Agave has emerged as the leading alternative to stevia
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- Figure 13: Food and beverage retail sales of other natural sweeteners, by application, 2009-11**
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- Figure 14: Food and beverage retail sales of other natural sweeteners, 2009-13
Retail Channels
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- Key points
- FDMx outlets dominate in channel distribution sales
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- Figure 15: Sales and share of stevia and other natural sweeteners, by channel, 2009-11
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- Figure 16: Sales of stevia and other natural sweeteners, segmented by application and channel, 2009-11**
Leading Companies
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- Key points
- PepsiCo and Coca-Cola account for 63% of sales
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- Figure 17: Top five manufacturers—sales of stevia and other natural sweeteners, 2010 and 2011
Brand Share—Stevia
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- Key points
- Three beverage brands are the current “face” of stevia
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- Figure 18: Leading brands of stevia, 2010 and 2011
Brand Share—Other Natural Sweeteners
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- Key points
- PepsiCo leads the pack
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- Figure 19: Leading brands of other natural sweeteners, 2010 and 2011
Innovations and Innovators
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- Key points
- Stevia, xylitol, and erythritol product launches, 2006-11
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- Figure 20: Product launches with stevia, xylitol, and/or erythritol presence, by category, 2006-11
- Stevia (including Truvia and PureVia)
- U.S. stevia launches represent just 18% of global innovations during 2006-11
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- Figure 21: Product launches with stevia presence, by global region, 2006-11
- U.S. stevia launches honed to beverage market and feature all-natural/green claims
- Tabletop market now ranks stevia second only to Splenda
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- Figure 22: Product launches with stevia presence, by category, 2006-11
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- Figure 23: Product launches with stevia presence, by top 15 claims, 2006-11
- Xylitol and erythritol featured more often in food innovations
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- Figure 24: Product launches with xylitol presence, by category, 2006-11
- Figure 25: Product launches with erythritol presence, by category, 2006-11
- Stevia raw material companies move into patents and consumer products
- PureCircle branding extends to global offerings
- GLG offerings now include ingredients and a consumer brand
Marketing Strategies
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- In The Raw brands co-marketed for dual success
- “It’s only natural”
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- Figure 26: Stevia In The Raw, “Man wishes for grocery list,” television ad, 2011
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- Figure 27: Stevia In The Raw, “Woman eats brownies on floor,” television ad, 2011
- Truvia’s “Honestly sweet” tagline continues
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- Figure 28: Truvia, “Woman stares at a chocolate bunny,” television ad, 2011
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- Figure 29: Truvia, “Woman eats dessert,” television ad, 2011
- Trop50 expands with new flavors and promotion
Natural No/Low-calorie Sweetener Awareness
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- Key points
- Awareness and usage of natural no/low-calorie sweeteners
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- Figure 30: Awareness and usage of natural no/low-calorie sweeteners, April 2011
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- Figure 31: Awareness and usage of stevia (e.g., SweetLeaf, Truvia, PureVia), by gender and age, April 2011
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- Figure 32: Awareness and usage of stevia (e.g., SweetLeaf, Truvia, PureVia), by household income and presence of children, April 2011
Sweetener Usage
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- Key points
- Sugar and artificial sweetener usage
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- Figure 33: Sugar and artificial sweetener usage, by gender and age, April 2011
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- Figure 34: Sugar and artificial sweetener usage, by household income and presence of children, April 2011
- Figure 35: Sugar and artificial sweetener usage, by race/Hispanic origin, April 2011
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- Figure 36: Household usage of sugar substitutes or artificial sweeteners, by age, October 2009-December 2010
- Sweetener usage frequency
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- Figure 37: Sweetener usage frequency, by gender and age, April 2011
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- Figure 38: Sweetener usage frequency, by household income and presence of children, April 2011
Attitudes Toward Sweeteners
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- Key points
- Attitudes toward natural and artificial sweeteners
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- Figure 39: Attitudes toward natural and artificial sweeteners, by gender and age, April 2011
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- Figure 40: Attitudes toward natural and artificial sweeteners, by household income and presence of children, April 2011
Sweeteners—Important Attributes and Usage Locales
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- Key points
- Sweetener attributes that matter most
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- Figure 41: Sweetener attributes that matter most, by gender and age, April 2011
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- Figure 42: Sweetener attributes that matter most, by household income and presence of children, April 2011
- How consumers use sweeteners
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- Figure 43: How consumers use sweeteners, by gender and age, April 2011
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- Figure 44: How consumers use sweeteners, by household income and presence of children, April 2011
Cluster Analysis
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- Naturally Aware Specialists
- Demographics
- Characteristics
- Opportunity
- Disinterested Unawares
- Demographics
- Characteristics
- Opportunity
- Potentials
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 45: Stevia and natural sweeteners clusters, April 2011
- Figure 46: Shopping at natural/specialty markets, by custom clusters, April 2011
- Figure 47: Diet habits, by custom clusters, April 2011
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- Figure 48: Awareness and usage of stevia, by custom clusters, April 2011
- Figure 49: Sweetener attributes that matter most, by custom clusters, April 2011
- Cluster demographic tables
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- Figure 50: Stevia and natural sweeteners clusters, by gender, April 2011
- Figure 51: Stevia and natural sweeteners clusters, by age, April 2011
- Figure 52: Stevia and natural sweeteners clusters, by household income, April 2011
- Figure 53: Stevia and natural sweeteners clusters, by race, April 2011
- Figure 54: Stevia and natural sweeteners clusters, by Hispanic origin, April 2011
- Cluster methodology
Custom Consumer Groups
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- Key points
- Sweetener usage and attitudes
- Stevia awareness and usage
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- Figure 55: Awareness and usage of stevia (e.g., SweetLeaf, Truvia, PureVia), by custom consumer groups, April 2011
- Sugar and artificial sweetener usage
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- Figure 56: Sugar and artificial sweetener usage, by custom consumer groups, April 2011
- Sweetener usage frequency
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- Figure 57: Sweetener usage frequency, by custom consumer groups, April 2011
- Attitudes toward natural/artificial sweeteners
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- Figure 58: Attitudes toward natural and artificial sweeteners, by custom consumer groups, April 2011
- Sweetener attributes that matter most
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- Figure 59: Sweetener attributes that matter most, by custom consumer groups, April 2011
- How consumers use sweeteners
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- Figure 60: How consumers use sweeteners, by custom consumer groups, April 2011
Appendix—Shopping and Dietary Habits
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- Key points
- Shopping at natural/specialty markets
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- Figure 61: Shopping at natural/specialty markets, by gender and age, April 2011
- Figure 62: Shopping at natural/specialty markets, by household income and presence of children, April 2011
- Figure 63: Shopping at natural/specialty markets, by race/Hispanic origin, April 2011
- Dietary habits
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- Figure 64: Dietary habits, by gender and age, April 2011
- Figure 65: Dietary habits, by household income and presence of children, April 2011
Appendix: Trade Associations and Trade Shows
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