Global Stevia Market Up 27% in 2010

BATH, United KingdomThe international market for stevia grew 27 percent in 2010 to $285 million and is predicted to reach $825 million by 2014, according to new market research from food and drink consultancy Zenith International.

The 2011 Zenith Report on Stevia" estimates total volume will reach 11,000 metric tons by 2014in large part to European authorization for stevias use in food and beverages that is widely anticipated to occur later this year.

According to the report, the market for stevia began to increase in 2008 when steviol glycosides, the sweetening components of the leaf, were deemed to be safe and Rebaudioside A, one particular steviol glycoside, was granted GRAS status in the United States. Since then, approval by legislators across the world has opened the door to new formulations and reformulations of foods and beverages with zero or reduced calorie content. Its status as a global ingredient was secured with its incorporation into leading soft drinks brands manufactured by Coca-Cola and PepsiCo.

As rising levels of obesity and diabetes continue to dominate headlines, there has never been so much emphasis on reducing our caloric intake as well as consuming healthier foods and beverages," said Zenith Senior Market Analyst Anya Hembrough. After persistent efforts by key producers, legislators worldwide are finally giving the green light to this new zero-calorie sweetener."