Guilt free: stevia sales to rise by 18% annually

Growing consumer concerns over sugar consumption and obesity would provide an 18% year-on-year sales boost for stevia-containing products, according to Anna Millichamp, senior brand manager at Silver Spoon and Truvia, which manufactures stevia.

Stevia was the only area of the low-calorie sweetener market (aspartame, sucralose, saccharin and stevia) to show signs of growth since its introduction three years ago, according to figures from consumer insight's firm Nielsen.

‘Perfect answer’​

“It was seen as the perfect answer to consumers’ desire for sweet-tasting food and beverages without the calories,” ​said Millichamp.

“Over the past few months, the UK has seen an expansion in the number of food manufacturers offering reduced calorie product ranges, sweetened with stevia​.”

As calorie reduction remained high on consumers’ agenda, it was likely 2015 would see stevia become more mainstream, Millichamp claimed.

Meanwhile, clean and clear labels, convenience for foodies and marketing for millennials were three of the top 10 food trends​ predicted by Innova Market Insights to storm the sector this year.