Stevia, Aspartame Equal in Consumer Acceptance

CHICAGOConsumers are just as likely to grab a stevia-sweetened product as they are to use the artificial sweeteners aspartame and sucralose, according to food and beverage market research conducted by The NPD Group. The NPD Group reported consumers acceptance of stevia in their diets is comparable to their intentions to consume products with the artificial sweeteners, noting this is remarkable because it is only two years after the U.S. Food and Drug Administration (FDA) approved the use of the natural sweetener stevia in foods and beverages.

NPDs Dieting Monitor began tracking consumer attitudes about stevia in August 2009.  According to June data from the most recent Dieting Monitor, 35 percent of U.S. consumers said they either already consume or would consider eating or drinking products or beverages that contain stevia. This compares to 39 percent of consumers who said the same for aspartame. Fifty-one percent of consumers said that they either already ate or would consider eating or drinking products or beverages that contain sucralose.

NPD noted stevia as a sugar substitute entered the market in 2009.  Aspartame, which has recently been renamed AmnioSweet, has been in the marketplace for 15 years, and sucralose was introduced in 1999. 

The NPD Group provides consumer and retail information for a wide range of industries to manufacturers, retailers and service companies.