- Stevia is a plant native to South America that has been used for centuries as a sweetener and for other purposes, such as to lower blood sugar.
- Stevia is commercially cultivated most significantly in China, Paraguay, Colombia, India, Kenya, and Brazil, with small-scale plantations or trials in many other parts of the world, ranging from Vietnam to the United States.
- Several natural substances can be derived from the stevia plant (scientifically known as steviol gylcosides, which includes glucose as part of its structure). One of the best-tasting and sweetest of all the stevial glycosides is high purity Rebaudioside-A (Reb-A), which can be up to 400 times sweeter than sugar.
- Markets like Japan have been using stevia as a sweetener for decades. In 2008, the US gave regulatory approval to use the ingredient, a decision that is starting to drive sales and volumes.
- Some of its key applications include confectionery, bakery products, pickles, ice cream, seafood products and soft drinks, as well as table-top sweeteners in Asian nations.
- France and Switzerland are two European markets that allow stevia to be used. In April 2010, The European Food Standards Authority (EFSA) recommended that the EU should clear the sweetener. A decision from Brussels is expected in the first half of 2011.
- In 2009, the value of stevia sales stood at US$79m – or just 6% of the global sweeteners market. That year, some 2.2m tonnes of stevia were sold, equating to 2% of volumes.
- According to Leatherhead, consumer awareness of stevia remains “limited” to markets like the US. Suppliers like PureCircle are working on improving awareness, with websites like The Global Stevia Institute.
Go deeper with GlobalData
