Global Stevia Market Passes $300 Million

BATH, United KingdomWorldwide sales of stevia reached 4,100 tons in 2013, a 6.5% increase in 2012, taking its overall market value to $304 million, according to new research by Zenith International.

Zenith's "Global Stevia Market 2013 Report" forecasts that the global market for stevia will reach 6,250 tons by 2016, equivalent to $490 million. The report traces the start of stevia's rise to 2008, when steviol glycosides, the sweetening components of the leaf, were deemed to be safe and Rebaudioside A, a particular steviol glycoside, was granted GRAS status in the United States. Between 2008 and 2012, new global product launches containing stevia increased 400%.

Widely used as a table-top sweetener, stevia is increasingly being recognized as an ingredient in finished productsin particular soft drinks. The product's global approval opened the door to new formulations and reformulations of foods and beverages with zero or reduced calorie content, made more enticing to consumers by its all-natural appeal.

As rising levels of obesity and diabetes continue to generate headlines, there has never been so much emphasis on reducing our caloric intake as well as consuming healthier foods and beverages," said Davide Deiana, Zenith senior market intelligence consultant. After persistent efforts by key producers, which led to widespread legislative approval, stevia is finally being recognized for its natural, zero-calorie, sweetening properties."