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Zenith Global Stevia Market 2013 Report
STRATEGY & MANAGEMENT MERGERS & ACQUISITIONS COMMERCIAL & MARKET OPERATIONS & TECHNICAL WATER & GEOTHERMAL ENVIRONMENT & CARBON PACKAGING & DISTRIBUTION
Contents Executive summary & introduction 1: Sugar 2: High Fructose Corn Syrup (HFCS) 3: Market drivers for HIS 4: Global HIS market 5: Emergence of stevia 6: Stevia legislation 7: Stevia production and consumption 8: Stevia SWOT 9: Alternative natural sweeteners 10: Sweetener comparison 11: Challenges facing stevia 12: Stevia forecast 2
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13: Key commercial developments 14: Stevia suppliers 15: Stevia sample soft drink brands
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zenithinternational specialist consultants to the food and drink industries worldwide
Global Stevia Market Executive summary Stevia has been recognised for its sweetening properties in its native land of Paraguay for centuries and used extensively as a sweetener in general food applications in the Far East, in particular Japan, for decades. The growing, worldwide emphasis on health, achieved in part through the products that we eat and drink, and a widening demand for natural ingredients has led the food and beverage industry to look much more closely at sweetening ingredients. Stevia meets both of these criteria in that it is non caloric and a natural product. The global stevia market has for many years been limited by regulatory constraints. However, the breakthrough came in June 2008 when Joint WHO/FAO Expert Committee on Food Additives (JECFA) stated that steviol glycosides are safe for use in foods and beverages. Rebaudioside A was subsequently given GRAS (Generally Recognized as Safe) status for use in food and beverages by the US Food and Drug Administration (FDA) in December 2008. EU followed suit in November 2011, although it should be highlighted that stevia had already received a two year regulatory clearance in France in September 2009. The industry is highly fragmented with just a small number of companies able to undertake the whole process to manufacture high grade stevia extract, from leaf to finished ingredient. Production is focused heavily on Asia, China in particular, and South America. Notwithstanding the enthusiastic proclaims following the EU approval at the end of 2011, the market is still in its early stages. However, popular acceptance of stevia in North and South America and Asia, and the still recent opening of the European market, suggest that the potential is significant. Zenith estimates the global stevia market in 2013 to be 4,100 tonnes by volume, equivalent to US$304 million by value.
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Global Stevia Market Stevia production and consumption – Key markets Commentary…
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zenithinternational specialist consultants to the food and drink industries worldwide
Global Stevia Market Sweetener comparison Natural High Intensity Sweeteners
Reb A
RebD
Steviol RebE RebF
Steviol bioside
Reb B
Agave
Dulcoside Stevioside
Palatinose RebC
Brazzein
Sucralose
8000
3000
2000
1200
800
750
700
650
600
500 550
450
400
350
300
Aspartame Cycla mate
Thau matin
Mon atin
250
200
150
Sugar
100
50
-1
Luo han guo (monk fruit)
Glycyrrhizin
Erythritol
1000
HFCS
Relative sweetness to table sugar (sucrose)
Neotame
Acesulfame Saccharin
Advantame
Artifical High Intensity Sweeteners
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zenithinternational specialist consultants to the food and drink industries worldwide
Global Stevia Market Stevia suppliers Manufacturer: Australian Stevia Mills Pty Ltd Address: TOK Corporate Centre, Level 1, 459 Toorak Rd, Toorak, Victoria, 3142 Australia Website: www.asmstevia.com, www.calfree.com.au Overview: Established in Melbourne in 2004, Australian Stevia Mills Pty Ltd is a specialised stevia product supplier to businesses and consumers in Oceania. ASM is engaged in many aspects of the stevia industry including its regulation, cultivation, quality assurance and distribution. ASM helped to register stevia for use in foods in Australia and New Zealand, the application for which was approved in October 2008. Stevia products: ASM has a cultivation trial programme to broaden understanding about the performance of stevia in Australian conditions and to develop methodology to improve yields. ASM also supplies seeds and related products. ASM supplies stevia to food and beverage and table top sweetener manufacturers in Australia and New Zealand, as well as to select manufacturers in other countries. The company markets stevia under the Calfree, Realsweet, Stevia sport, SimplySweet, Stevia (960), and recently launched Natural Wonder Stevia brands. Each of them offers different levels of sweetening and calories to meet different consumer and industry requirements.
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zenithinternational specialist consultants to the food and drink industries worldwide
Global Stevia Market Stevia sample soft drink brands
Product name: Activate Manufacturer: The Rising Beverage Company Product description: “Containing 110mg of electrolytes, 175mg of essential amino acids and 500% RDI vitamin C, ACTIVATE Workout is designed to drink before, during and after fitness activity for maximum effectiveness.” Variants: Orange Twist, Lulo Pear, Pomegranate Blue, Exotic Berry, Lemon Lime, Fruit Punch, Juicy Grape, Passion Fruit, Raspberry Citrus, Pink Grapefruit Price and packaging: US$33.99 per 16oz twelve bottle case Launch: August 2010 Market: USA Website: www.activatedrinks.com
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zenithinternational specialist consultants to the food and drink industries worldwide
zenithinternational specialist consultants to the food and drink industries worldwide
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STRATEGY & MANAGEMENT MERGERS & ACQUISITIONS COMMERCIAL & MARKET OPERATIONS & TECHNICAL WATER & GEOTHERMAL ENVIRONMENT & CARBON PACKAGING & DISTRIBUTION