SSE09: Exploring the Evolving Stevia Market

SECAUCUS, N.J.—Once just a humble plant in South America, stevia has emerged in the last year as the newest option in the sweetener toolbox, particularly as formulators turn to combinations of ingredients to deliver optimal taste profiles. Robert McQuate, GRAS Associates, took time out at SupplySide East to not only look at the evolution of the alternative sweetener industry, but project what may lie ahead for the newest entrant.

One of the major issues now confronting both suppliers and producers is the GRAS (generally recognized as safe) status of stevia, stevia-derived compounds and, particularly, isolated rebaudioside A (Reb A); producers are also continuing to grapple with the issue of consumption levels and assurances of safety, as well as the necessity to understand chemical composition. McQuate noted there are major product development initiatives underway beyond just the beverage aisle, expanding into dairy, cereal and confectionery, with a “flood” of new products expected by 2010. Further, technological advances including enzymatic modification of stevia (to enhance taste and sweetness qualities) and a host of flavor initiatives will continue to expand the profile of the sweeteners. McQuate concluded there is great potential ahead, provided the industry “maintain a strong emphasis on production of high purity stevia-derived sweeteners while preserving strict quality control procedures.”