Guilt free: stevia sales to rise by 18% annually

By Nicholas Robinson contact

- Last updated on GMT

Stevia use predicted to soar
Stevia use predicted to soar

Related tags: Stevia

Sales of the natural sweetener stevia are set to rocket beyond their £4M market value in the UK, as sweet-toothed consumers search for indulgent products with fewer calories, analysts have predicted.

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.

Survey

Which of the top five food trends for 2015 will you be investing in this year?

  • Clean labelling

    43%
  • DIY convenience food

    7%
  • Food for 15 to 25 year-olds

    14%
  • Snacking

    14%
  • Better fats and better carbs

    22%

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