CHICAGO—According to recent analysis released by Mintel, the market for stevia might break the $100 million barrier during 2009. The market-research firm even went as far as calling the all-natural, zero-calorie ingredient the “holy grail” of sweeteners.
FDA approved use of rebaudioside A (reb A) in Dec. 2008. Reb A is considered the best-tasting—and most commercially promising—sweetening component in the Stevia rebaudiana plant.
In the first 8 months of 2009, Mintel’s Global New Products Database monitored the launch of more than 110 U.S. food, drink and health-care products made with stevia.
However, despite this optimistic start for stevia, manufacturers and marketers still have quite a bit of work cut out for them. A Mintel consumer survey found nearly 70% of Americans have never heard of stevia, 62 percent say they have no interest in trying stevia, and 11 percent say they think stevia is unsafe and plan to avoid it.